Etisalat Egypt //
Advertising spending $56m
Etisalat Egypt is a subsidiary of the UAE telecommunications company and spent the most on advertising during Ramadan last year, according to the Pan Arab Research Center (Parc). Telecoms companies account for four of the five top-spending advertisers during the holy month. Etisalat Egypt, along with Zain, Mobinil and Saudi Arabia’s Mobily spent almost US$200 million (Dh734.5m), said Parc, whose figures do not take into account discounted or free advertising.
Market Kuwait, Saudi Arabia and others
Advertising spending $52m
The Kuwaiti telecoms company, which has operations in several markets in the Arab world, was the region’s leading advertiser last year. But it was only second in spending during the month of Ramadan. Sami Raffoul, Parc’s general manager, said the period was a key time for telecoms operators. “An average Muslim could send messages to at least 50 or 60 people at the beginning of the holy month, and at the end [of Ramadan]. It’s a huge investment in electronic messaging,” he said.
Advertising spending $50m
The Egyptian mobile operator was the third-largest advertiser during Ramadan last year. Like Etisalat Egypt, the company spent more than half of its annual advertising budgets during the month, according to Parc. That is above average for Ramadan, which typically represents about 20 per cent of annual advertising spending across the pan-Arab media.
Ramadan ad spending $38m
The car manufacturer, which is owned by General Motors, almost quadrupled its advertising spending in the Arab region during Ramadan last year, figures from Parc highlighted. It is the only brand among the top five Ramadan advertisers that is not a telecoms operator.