Kenya’s above-the-line advertising expenditure fell sharply in 2025, dropping 22% year-on-year from KSh 84.9 billion to KSh 66.3 billion, according to a new report by ReelAnalytics. The decline comes despite stable macroeconomic conditions, including a GDP growth of 4.5% and inflation easing to a five-year low of 4.5%.
Analysts say the contraction was driven less by economic weakness and more by regulatory disruption. The Betting & Gambling sector, previously one of the largest spenders in mainstream media, faced sudden advertising restrictions that forced it off TV and print. Television bore the brunt with a 22% decline, print fell 25%, while radio proved more resilient with only a 5% drop.
Banking Takes the Spotlight
Filling the void left by the betting industry, Kenya’s banking sector emerged as the top advertiser across TV and radio. KCB, Co-op Bank, NCBA, Equity Group, and I&M Bank ranked among the top five sector spenders, signaling a strategic pivot toward financial services advertising.
Telecommunications giant Safaricom PLC led all individual advertisers with an 8% share of total ad spend, boosted by campaigns such as Shangwe @25 and the M-Pesa Sokoni Festival.
Out-of-Home Advertising Defies the Trend
While mainstream media struggled, Out-of-Home (OOH) advertising grew 15%, reaching KSh 6.37 billion, up from KSh 5.55 billion in 2024. Occupancy of large-format assets hit 80% in December. East African Breweries Limited (EABL) alone accounted for 13% of all OOH spending, leveraging outdoor media to bypass daytime broadcast restrictions on alcohol ads.
Growth in 2026
ReelAnalytics’ report also highlights the top campaigns and advertisers of 2025, sectoral ad shares across TV, radio, and print, as well as OOH occupancy rates. Early forecasts suggest cautious growth in 2026, with continued opportunities in OOH and sectors like banking and telecommunications poised to lead advertising spend.
The 2025 data illustrates a media landscape in transition, where regulatory shifts and sectoral realignments are redefining who advertises, where, and how in Kenya.