Telcos form MENA radio's top five big spenders

Etisalat dubbed the region's top contributor to radio ad revenue.
Mobily has increased its 2009 radio advertising spend by 47% compared to Q1 and Q2 of 2008.
Mobily has increased its 2009 radio advertising spend by 47% compared to Q1 and Q2 of 2008.

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Telecommunications companies are the highest contributors to radio advertising revenue in the Middle East and North Africa, according to data released by the Pan Arab Research Centre (PARC).

In the first six months of 2009, UAE-based telco Etisalat was the largest single contributor of advertising revenue to the pan-Arab radio industry, PARC’s list of the top advertising spenders has indicated.

Global telecommunications giant Vodafone came in at second place on the list, after a 109% increase in advertising in the first half of 2009, compared with the same period in 2008.

The UAE’s second telco, du, was named as the third largest spender devoting the same amount of revenue to radio advertising as it did in 2008.

Saudi Telecomm was ranked fourth largest contributor to the pan-Arab radio ad market despite spending 42% less on radio advertising in Q1 and Q2 of 2009 than it did in 2008.

Mobily capped off the top five, after increasing its pan-Arab radio advertising budget by 47% in 2009.

A number of well-known fast food chains, soft drink companies and technology manufacturers also ranked highly on the list.

The largest advertisers in the UAE market specifically reflected results of the survey on the pan-Arab market with Etisalat and du the number one and two spenders respectively. 

PARC’s operation and production manager Elie Jichi, commented that telecommunications companies have dominated advertising markets across the region since late 2008, when many large advertisers in the property and construction industries scaled back their spending allocations.

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