Ipsos MENA conducted a detailed media and advertising research study involving advertising agencies and media planning agencies in the region reveals interesting and useful facts. The study which began in June was completed during the MMS 2009. The UAE’s Advertising Expenditure drops in the year 2009 but is still above that was spent in 2007. It fell from USD 2,209 million in 2008 to USD 1503 million in 2009. The seasonal trends in 2009 shows that July and August were the off peak months.
When it comes to newspaper share, UAE tops the chart with 32.7% pushing Saudi Arabia to second position with 29.7% and Kuwait to the third place with 17.1%.
It is interesting to note that even with the credit crunch, Real Estate leads the list of Advertising Expenditure by leading brands with 193 million, followed by Public Sector (USD 82 million), Exhibitions and Events (6 USD 4 millions), Telecommunication (USD 63 millions), Banking (USD 62 millions), Cars (USD 61 millions), Commercial Centre & Area (USD 50 millions), Theater & Cinema (USD 49 million), Restaurant (USD 39 million) and Furniture (USD 35 million).
The study says that when it comes to country share in the GCC region, Pan Arab countries takes 56.8%, which is followed by UAE taking 17.1% and KSA with 10.8%. Meanwhile Kuwait, Qatar, Bahrain and Oman together 15.1%.
By continually monitoring the media and marketing sectors, Ipsos works as a currency in the audience measurement in the region for all media, TV, Print, Radio and also outdoor in some countries.
