1. WHAT YOU SEE IS WHAT YOU GET
….BUT YOU AIN’T SEEN NOTHING YET

2. MEDIA USAGE OF IRANIAN COMPARED WITH WESTERN AND MIDDLE EASTERN COUNTRIES
Cinema
Internet
OOH
Print
Radio TV
11%***
73%
77%
32%
25%
97%
Region Countries**
33%
70%
63%
31%
23%
95%
Iran
62%
94%
75%
80%
81%
Western Countries*
* Western Countries: Germany, USA
** Regional Countries: Saudi Arabia, Turkey
*** Regional data is available for Turkey
Source: TGI Database

3. SIMPLE ARENA TO PLAY

4. TV and OOH Internet MAIN MEDIA DELIVER HIGH COVERAGE
have the highest reach.
stands in second place.
* OOH: Asked people that do they remember any out door Ads. in their way during the last week.
Avg 3,9 hours per day spent watching TV per TV viewer. 2,9 hours avg total population.
Source: Iran TGI Database, Sep 2016

5. Channel 3 MOST VIEWED TV CHANNELS
Is the most popular TV channel in Iran followed by Channel 1. All of the most popular TV channels are terrestrial.
Source: Iran TGI Database, Sep 2016

6. IN THIS SIMPLE TV LANDSCAPE, 3 CHANNELS ARE ENOUGH TO GET HIGH REACH.
More than 40 channels
There is only IRIB, no private channel.
Average number of channels people daily viewed is 3.6.
Advertisers can reach 80% of people with top 3 channels.
Source: Iran TGI Database, Sep 2016

7. IRANIAN TV ADVERTISING COST COMPARATIVELY CHEAP
Country
Cost Per GRP for TV
Germany
6,105 $ UK
7,431 $
Norway
1,490 $
Italy
6,900 $
Portugal
371$
Iran*
260 $
Source: ZINTX International Media Buying/
*Source: EMRC
Definition: Housewives; 20-65; 50% prime time & 50% daytime; local brands; 30” spot

8. ADVERTISING EXPENDITURE SPLIT BY MEDIA
Source: EMRC, 2016

9. ADVERTISING EXPENDITURE IN IRAN IS LOW
Spending Per Capita in U.S. $ - Estimated 2014
Sources: Statista.com, EMRC
Iran market is not mature in the field of advertising.

10. BUT THERE ARE SOME COMPLICATIONS FOR ADVERTISERS
IRIB rules the air:
Satellite receivers are forbidden
Nevertheless 60% of urban population has access to satellite
No audience measurement of satellite channels

11. MEDIA USAGE PATTERNS ARE DRAMATICALLY CHANGING
Print Media Penetration has 45% declined
Internet Penetration has 189% growth
Source: Iran TGI Database

12. REASON 1 CONTENT PROBLEM

13. CONTENT IN DIGITAL MEDIA SEEMS MORE INTERESTING
“I download movies on internet” 5% increased from 2009
“I watch movies and series on TV” 33% decreased from 2009
Source: Iran TGI Database, Sep 2016

14. INCREASING NEWS CONSUMPTION IN DIGITAL MEDIA
“I follow news via internet ” 33% increased from 2009
“I am following newsroom on TV” 57% decreased from 2009
Source: Iran TGI Database, Sep 2016
TV news: 55 -> 24%

15. DIGITAL MEDIA OFFER WIDE CHOICE
“I download music or listen to it online” 63% increased from 2009
“I listen to music on Radio” 33% decreased from 2009
Source: Iran TGI Database, Sep 2016

16. REASON 2 YOUNG PEOPLE ARE DIFFERENT

17. YOUNG PEOPLE MEDIA USAGE VS. OLDER PEOPLE
(15-30 years old)
Older people
(50+ years old)
Use internet 19% more than average.
Use internet 44% less than average.
Visit Cinema 29% more than average.
Visit Cinema 28% less than average.
Listen to radio 28% less than average.
Listen to radio 22% more than average.

18. YOUNG POPULATION TIME SPENDING ON MEDIA IS DIFFERENT
Compared with older people, on a week they spend:
1.7 hours less on watching TV
36 Minutes less on reading newspapers
4.5 hours more on online activities
2.3 hours less on listening to radio
1.5 hours more on out of home activities
Per week

19. “I am downloading/playing games on internet” 54% increase from 2009
Source: Iran TGI Database, Sep 2016

20. “I do online banking” 74% increase from 2009
Source: Iran TGI Database, Sep 2016

21. “I search on the internet before I decide to purchase” 17% in 2016
Source: Iran TGI Database, Sep 2016

22. Internet penetration (15-30 years)
Germany 98%
Iran 83%
Source: Iran TGI Database, Sep 2016

23. Internet penetration (50+)
Germany 80%
Iran 46%
Source: Iran TGI Database, Sep 2016

24. THE FUTURE

25. Young people’s media usage changes the game
63% of population are less than 35 years old.

26. THE FUTURE IS … More fragmented media usage Digital media IPTV
Users go where they find good contents

27. IMPLICATIONS FOR ADVERTISING

28. Invest and build your brand NOW
Simple media landscape  easy coverage build up
Advertising is cheap

29. ADVERTISERS MUST BUILD UNDERSTANDING AND CAPABILITIES FOR CLASSIC MEDIA

30. It’s time to invest in digital capabilities

31. TO SUCCEED …
Understand
Invest
Act