MIDDLE EAST
SPECIAL REPORT
Small screen statistics
Who’s spending what and where in the region’s television market
WHILE MUCH of the world has been cent of monitored ad spend. Siddiqui
predicting the death of the TVC for says that the top 15 account for
the last few years, in Middle East almost 70 per cent of audience share.
media plans, at least, television con- Meaning there’s a lot of little fish floun-
tinues to reign supreme. Pan-Arab dering badly.
TV, in particular, is a favourite with The satellite scene is dominated by
mass-market brands. “It continues to MBC, in terms of ad spend and view-
be the most important regional com- ership. In Saudi Arabia—the largest re-
munication platform,” says Zubair gional market—MBC1 screens the top
Siddiqui, deputy general manager 11 shows in terms of viewership, and
of Universal Media in Dubai. “It has MBC shows account for 48 of the top
the ability to cut across all GCC mar- 50. The network also boasts four of the
ket and spill over into other Arabic- top 10 stations in terms of ad revenue.
speaking regions.” In terms of challengers, LBC’s
Siddiqui also cites television’s sta- threat seems to have been seen off
ble consumption patterns, its proven long ago. Newcomers Fox Movies
track record in building brands, and
MBC1’s The Power of 10 was the top-ranked show in Saudi Arabia in March
and Fox Series, though, appear to
its “ability to provide cost efficien- have had a bright start, earning 57.2
cies” as reasons why its significance Siddiquiiddiqui sasays, as the aas the audienceudience hhasas be-be Many of the 400-any of the 400 plusplus channels million dollars in ad revenue from
in brands’ media mix is still growing. come so fragmented. There is a posi- available to regional viewers can January through April this year. To
But the proliferation of satellite tive side too, though. “Advertisers can simply be ignored. Ipsos figures put that in perspective, though, it’s
channels means targeting has be- now match their brand persona to show that the top pan-Arab TV less than a quarter of what MBC1
come a real challenge for advertisers, content much more closely,” he says. channels account for around 84 per alone earned.
REGIONAL TV AD SPEND—JANUARY
TOP 10 SPENDERS ON PAN-ARAB
THROUGH APRIL 2009—BY COUNTRY
TV—JANUARY THROUGH APRIL 2009
COUNTRY TV AD SPEND (IN DOLLARS) BRAND AD SPEND (IN DOLLARS)
Pan-Arab 1.25 billion
Iraq government 34.5 million
Lebanon 178.2 million
Sedar 29.65 million
Egypt 103.5 million
Mobily 23.6 million
Kuwait 65.1 million
Pan Asian 61.6 million
Etisalat 21.5 million
UAE 18.5 million Saudi Telecom 20.6 million
Saudi Arabia 16.7 million
Kinder 18.2 million
Bahrain 11.9 million
Lipton 18.2 million
Jordan 3.55 million
Oman 2.5 million
Dove 17.65 million
Qatar 2.25 million
Dabur 16.9 million
Syria 1.2 million Al Ahlam competition 16.6 million
Source: Ipsos MediaCT Source: Ipsos MediaCT
TOP 10 PAN-ARAB TV STATIONS FOR AD
ASK THE EXPERT
REVENUE—JANUARY THROUGH APRIL 2009 Zubair Siddiqui, deputy general manager of Universal Media, offers
some media planning advice.
STATION AD REVENUE (IN DOLLARS)
We asked Siddiqui to come up with a TV media plan targeting three differ-
MBC1 211 million ent demographics: young men, mothers and kids.
MBC2 120 million
YOUNG MEN
Rotana Cinema 101 million
Sada El Malaeb on MBC1; primetime movies on MBC2; primetime on MBC
MBC4 72.4 million
Action; ART sports; Rotana Music; Star Academy on LBC
LBC Sat 62.8 million
MOTHERS
Abu Dhabi Al Oula 50.8 million
Kalam Nawaem, The Morning Show, and Green Apple on MBC 1; the Turk-
ish dubbed series shown on MBC4 and MBC1; Rotana Cinema; STV; Dubai
Dubai TV 48.6 million
TV
Spacetoon Arabic 48.3 million
Al Arabiya 45.5 million
KIDS
MBC 3 and Spacetoon
Fox Movies 35.6 million
Source: Ipsos MediaCT
www.mediaweekme.com 17 MAY 2009 / 23
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32