Uganda’s advertising industry spend surges by 30%

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Uganda's advertising industry demonstrated remarkable resilience in the first half of 2025, with total ATL (AboveTheLine) spending reaching sh309b, a 30% increase from half year 2024. This growth occurred despite significant economic headwinds, political tensions ahead of the 2026 elections, and evolving consumer media habits.

With a population of 45.9 million, the country is remarkably young, where over half the population is under 20 years old. This youth bulge represents both an opportunity and a challenge for brands seeking to build long-term customer relationships.

Understanding the Living Standards Measure (LSM) distribution is critical for realistic market sizing. The affluent and upper-middle segments (approximately 4.6 million people) represent the premium market with significant purchasing power. However, the middle class of 15.6 million people offer the largest addressable market for most mainstream brands.

Media consumption shifts: Where are brands reaching audiences

One of the most significant developments in Uganda's advertising landscape is the rapid growth of digital out-of-home (DOOH) advertising. Digital screens, LED billboards, and synchronised displays are transforming urban landscapes in Kampala and other cities.

Advertisers are swapping traditional static billboards for digital out-of-home (DOOH) screens, driven by a demand for greater agility, impact, and accountability.

The primary advantage lies in its flexibility, where a printed billboard locks an advertiser into a single campaign for months, a digital screen can rotate variations of advertisements throughout the day.

Digital Outdoors screens hook consumers' attention with the dynamic, motion-based content on digital displays, whether a short video, animation, is far more effective at cutting through the visual clutter and capturing the glance of a passerby.

Uganda's advertising market in half year 2025 demonstrated remarkable growth despite economic challenges, political tensions, and evolving consumer behaviour. This environment demands a strategic understanding of demographic realities, embracing media innovation while maintaining traditional reach, and choosing agency partners wisely.

Above the line advertising trends: Media expenditure

Television's continued dominance

Television advertising captured 51% of total ATL spend in the first half of 2025, up from 50% during the same period in 2024. This growth reflects the impact of digital migration, which improved signal quality and expanded reach beyond urban centres.

Top TV advertisers include MTN, Coca-Cola, and Pepsi, understanding television's unmatched ability to create emotional connections at scale.

Radio holds strong at 47%

Radio maintained a 47% share of ATL spending, demonstrating its continued importance despite digital media growth. A continued reflection of radio's unique reach and relevance.

Advertisers note that while print spend and circulation continue to face a globe dip, the impact created by print publications remains vital as they still reach various stakeholders.

The 30% growth in ATL spending signals continued confidence in the mass media's effectiveness for brand building and market share gains.

Brands that combine this broad reach with targeted digital engagement, an authentic understanding of consumer realities, and agile responses to market dynamics could build the strongest positions in Uganda's evolving marketplace.