There was good news for the region’s broadcasters today, with figures from the Pan Arab Research Centre (PARC) revealing a four percent increase on last year’s Ramadan advertising spend in the UAE, with TV revenues across the pan-Arab region up by an average of 42 per cent over the period.
This flew in the face of the general trend, which saw total ad spend in the UAE down to $110 million (Dh403 million), down from the $117 million spent on media during Ramadan 2009. Newspapers were worst hit with a ten percent drop in revenue.
Shaharyar Umar, Product Manager at PARC in Dubai, said the slight decline in this year’s Ramadan ad spend in the UAE suggested the market was still recovering.
“It is challenging right now but is likely to recover,” he told Gulf News. “When it will fully recover, we will have to wait and watch.”
“The spend on pan-Arab media constitutes around 77 per cent of the total TV spend in the region as advertisers focused on reaching multiple markets rather than targeting specific areas through local channels,” Umar said.
“The region’s spending on television during Ramadan alone crossed $1.8 billion.”
Umar said the top five most advertised programmes in the region, Sheekh Al Arab Al Hamam, Aayza Atjawaz, Zohra Wa Azwagha Al Khamsa, Bab Al Harah 5 and Al Aaar, each raked in more than $50 million in advertising.
The top five most advertised programmes across UAE local channels for the month were Shaabeyat Cartoon 5, Al Ghafa, Ma Asaab Al Kalam, Al Shara and Lamasat Nafseya.
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