x Abu Dhabi, UAESaturday 20 January 2018

Radio advertising spending picks up across Gulf

The Pan Arab Research Center announces advertising spending rose by 10 per cent last year.

The radio advertising market in the Gulf, Egypt and Levant rose by 10 per cent last year, according to data by the Pan Arab Research Centre (PARC).

The increase in spending reversed a decline in 2009, when revenue fell 4.7 per cent compared with the year before.

The strongest countries for radio are Egypt and the UAE, although the medium still has a share of just 1 per cent of the region's total advertising market, including the pan-Arab television spending, PARC said.

Telecommunications companies ranked as the heaviest spenders on radio, with Etisalat in Egypt and the UAE, and Mobinil and Vodafone among the top five advertisers.

PARC's figures are based on published advertising fees, and do not always take into account discounts and free advertising.

Abdulrahman Awadh al Harthi, the director of the Abu Dhabi radio network, told The Nationallast month that he expected an improvement of "around 8 per cent" in UAE radio advertising share this year.