Sectoral Advertising Analysis, for Iraq September, 2024

Dominant Sectors

1. Telecommunication (276,539 seconds)

1. Observation: Telecom leads with a sharp increase in ad duration, possibly driven by campaigns for new product launches, upgrades, or back-to-school internet and mobile offers.
2. Non-Alcoholic Drinks (223,666 seconds) Observation: Despite the end of the summer season, this sector remains strong, possibly targeting weekend gatherings, sports events, or promotions for seasonal beverages.
3. Foods (193,929 seconds) Observation: A slight decline compared to previous months, indicating a shift from summer campaigns to pre-fall/winter strategies, such as promotions for family meals and staples.
4. Property & Building & Accessories (179,396 seconds) Observation: High investment reflects continued focus on real estate, home improvement, and construction as families settle into new routines post-summer.
5. Service Companies (168,807 seconds) Observation: This sector shows a significant rise, possibly driven by seasonal demands for educational, utility, or professional services.
6. Banking & Finance (154,751 seconds) Observation: Financial institutions continue to promote services like loans, savings, and investment opportunities as consumers plan budgets for the fall.

Seasonal Trends

1. Hygiene & Beauty Care (141,579 seconds) Observation: A consistent presence reflects campaigns promoting skincare and self-care routines as people adjust to seasonal weather changes.
2. Entertainment & Leisure (78,452 seconds) Observation: Advertisements for entertainment services remain prominent, possibly targeting viewers transitioning into more indoor leisure activities.
3. Upkeep Products (53,255 seconds) Observation: This sector remains strong, possibly emphasizing cleaning and maintenance products for back-to-school and pre-winter home preparation.
4. Websites (24,684 seconds) Observation: Online platforms likely promote e-commerce services or digital tools as consumers gear up for fall shopping and activities.

Smaller Sectors

1. Clothing & Accessories (24,168 seconds) Observation: Advertisers may have focused on transitioning wardrobes for the fall season or end-of-summer clearance sales.
2. Furniture & Decoration (12,591 seconds) Observation: This sector continues targeting consumers looking to redecorate or furnish their homes in preparation for fall.
3. Medicine & Health Care (14,443 seconds) Observation: Campaigns likely focus on seasonal health awareness and preventative care for colder months ahead.
4. Household Appliances (13,463 seconds) Observation: This category remains stable, driven by product-specific promotions for seasonal appliances.
5. Transportation & Accessories (2,288 seconds) Observation: Limited focus on this sector reflects minimal travel-related campaigns in September.

Minimal Activity Sectors

• Automotive (10,801 seconds): Stable but limited campaigns, possibly related to vehicle maintenance or end-of-season offers.
• Industrial Sector (9,731 seconds): Represents targeted B2B campaigns with minimal consumer focus.
• Office Supplies (5,548 seconds): Lower ad presence indicates back-to-school campaigns are tapering off.

Key Observations

1. Sectoral Shifts: Telecommunication emerged as the most dominant sector, overtaking foods and beverages, likely influenced by seasonal consumer priorities.
2. Seasonal Alignment: Hygiene & Beauty Care, Upkeep Products, and Medicine & Health Care sectors align with pre-fall consumer needs.
3. Entertainment Focus: Entertainment & Leisure continues to hold relevance, suggesting steady viewer engagement with TV and leisure activities.
4. Niche Strategies: Sectors like Automotive, Industrial, and Office Supplies maintain limited but consistent advertising, emphasizing niche campaigns.

This analysis highlights the strategic allocation of advertising seconds to meet shifting consumer demands and seasonal opportunities in September 2024.

?