Decline of the Tunisian Advertising Market Continues
The decline of the Tunisian advertising market persists. According to recent figures from Mediascan, $24.13 million in tax-free investments were recorded in June 2026, a 1% decrease compared to the same period last year. Although this figure represents an increase of 8% compared to May 2026, the stagnation of the market in 2026 is clear and unmistakable.
Detailed Analysis of the Market Performance
A detailed examination of the market's performance in June 2026 reveals a disparate distribution of advertising investments in Tunisian media.
- Outdoor advertising leads with 46% of total investments
- Television follows with 36%
- Radio accounts for 16%
- Print media ranks last, with a mere 1% of total investments, further solidifying its decline into obscurity and disinterest from advertisers
The Downward Trend Continues
The numbers do not lie and confirm the downward trend of advertising investments in print media over the past 15 years. Print media has become the "no man's land" of advertising in Tunisia. The factors contributing to this catastrophe are numerous and stem from social, economic, structural, and cultural elements. The digital tsunami has certainly exacerbated the situation, but adaptation efforts, although sometimes visible and concrete, have lacked relevance, will, and continuity. Some have survived, particularly in the private sector and in specific fields, but the conclusion is harsh and unequivocal: the downward trend continues.
Sectors Concerned by Advertising Investments
In terms of sectors concerned by advertising investments:
- Food accounts for 29%
- Telecommunications follows with 13%
- Services account for 11% Three sectors account for 50% of advertising investments, which is paradoxical yet significant in terms of the market's vulnerability, relying on a few companies and their unpredictable and difficult-to-anticipate budgetary policies.
