At Media Insite, we track 49 separate “industries” in the Barbados market, and we see a skewed pattern where the top 10 industries account for 76% of the advertising activity. As the headline states if you add in the next ten industries you account for 92% of the activity. This pattern does make the advertising industry as a whole more vulnerable, a major cut back in the #1 or #2 industries would affect 36% of advertising revenue. Q1 and Q2 show a very similar distribution of industries with some small variation. Q1 top 10 represents 74% while Q2 shows a small increase to 77% of all advertising activity.
When you compare Q1 vs. Q2, we see 55% growth in the overall advertising activity. Q1 is coming straight out of the Christmas busy period, and the advertising activity falls off considerably. Q2 shows a lot of growth across most industries especially in the Entertainment industry that is the overall #1 industry by advertising activity. Q1 to Q2 Entertainment goes from #2 to #1 behind a massive 133% rate of growth. Across the top #10 industries, we see an average growth rate of 112%. Beverages – Alcoholic the #8 ranked industry has the largest growth rate across the top 20 industries growing at 430% from Q1 to Q2.