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PARC reveals advertising spend report Q3 2012- MENA

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PARC-logoThe Pan Arab Research Center has released Q3 advertising statistics. The research center found that regional measured ad spend increased 22% during the first three quarters of the year buoyed by the growth observed in major advertising markets of the region. Pan Arab media, Egypt and Saudi Arabia have posted a double digit growth, while the total measured spending during the period was US$ 12.735 billion with Ramadan accounting for nearly US$ 2.4 bilion.

Pan Arab media consisting of media titles with significant multi market reach maintained its healthy growth as it posted 33% gains.

UAE is the top spending market and witnessed 8% increase. Saudi Arabia has increased its spending by 11% while Egypt has reverses its downslide as spending surged by 32% in the market.  However, the growth is sluggish across all other regional markets with the following variation :

Kuwait(+2%), Qatar(+5%), Lebanon(-4%), Oman (-5%), Jordan (-1%) and Bahrain(-18%).

Food and Beverages sector replaced Communication sector as the top spending sector amidst heavy spending by Pepsi. The sector has gained 55% during the period as compared to same period last year. Communication sector posted 15% gains. Government sector holds third rank in the top advertising sectors.
Television now shares 69% spending as the carrier spending surged by 32%. The morning part posted more growth than other day parts in TV.Press saw a flattened growth as Newspaper and Magazine posted a single percentage gain.Other media vehicles are on the upswing.Digital advertising is reportedly on a spending spree as internet penetration in the region reaching new highs as per TGI surveys.

Pepsi, Coca Cola, Vodafone, Mobily and Etisalat Egypt are the top spending brands according to the monitored spending.

 

Analysis-jan2sep-v2.pdf

 

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