A report prepared by Pan Arab Research Center (PARC) reveals the advertising spending in the region for 2010. Growth was positive in almost all the countries except the UAE where it dipped 3% this appears to be a good indicator that the UAE will go back into the positive in 2011 after dipping 26% in 2009 due to the real estate sector being hit in the recession.
Below are the main numbers published from the report, however I have to warn you that online was not included in the report and was deemed as negligible spend in the region compared to the traditional mediums. I have tried to contact someone from PARC to clarify this and get some answers on the numbers because some of the charts don’t make sense to me, for example it states that in many (of the top 10) countries in the region had outdoor ad spend of zero which can’t be true, can it? but I didn’t get any luck getting a hold of anybody.
Download the full report here.
Advertising Markets 2010:
USD 13.7 Billion – 24% up from 2009
Percentage change per country:
- Egypt 24%
- UAE -3%
- KSA 6%
- Kuwait 11%
- Lebanon 16%
- Qatar 16%
- Oman 17%
- Jordan 1%
- Bahrain 37%
- other: 1%
Media Split:
| Country \ Medium | TV (%) | Magazines (%) | Newspapers (%) |
| Egypt | 48 | 3 | 36 |
| UAE | 10 | 14 | 65 |
| KSA | 4 | 7 | 74 |
| Kuwai | 44 | 5 | 49 |
| Lebanon | 66 | 10 | 13 |
| Qatar | 1 | 5 | 80 |
| Oman | 9 | 3 | 89 |
| Jordan | 9 | 5 | 85 |
| Bahrain | 28 | 41 | 52 |
| Other | 41 | 13 | 37 |
Brands in the media:
| # | Top TV Spenders | Top Newspaper Spenders | Top Magazine Spenders |
| 1 | Zain | Toyota | Rolex |
| 2 | STC | Chevrolet | Cartier |
| 3 | Mobily | Zain | Home Center |
| 4 | Pepsi | Nissan | Chanel |
| 5 | Etisalat Egypt | STC | Mercedes |
| 6 | Waqfa Masrya Ca. | Du | Audi |
| 7 | Chevrolet | Hyundai | BMW |
| 8 | Dabur | Pantene | Dior |
| 9 | Pantene | Mobinil | Du |
| 10 | Head & Shoulders | Ford | Samsung |
Top Total Spenders:
| 1 | Zain |
| 2 | STC |
| 3 | Mobily |
| 4 | Chevrolet |
| 5 | Pepsi |
| 6 | Etisalat Egypt |
| 7 | Mobinil |
| 8 | Waqfa Masrya Ca. |
| 9 | Dabur |
| 10 | Pantene |
If you have more information on the report or any contact information to PARC, please leave a comment below.