Dubai: Terrestrial television advertising rates in the Gulf are highest compared to those in the Levant and North Africa regions, according to the Arab Advisors Group's latest report.
"The peak terrestrial TV ad rate in the Gulf falls between 21:00 and 22:00 (9and 10pm) and is offered to advertisers at an average of $1,536. This is close to the Levant's peak rate between 20:00 and 21:00 (8 and 9pm) offered at $1,533," says the report Terrestrial TV Advertising Rates in the Arab World 2007.
The Arab Advisors Group calculates the average rates for each region using each country's local average rates for a whole day.
"Looking at the peak rates of each region, the Gulf and the Levant come very close," it said. The regional average terrestrial TV advertising rate represents the mean for a 30 second commercial spot for the eight countries considered by the study. The peak regional average terrestrial TV advertising rate falls between 8 and 9pm and stands at $1,339.
The types of programmes usually broadcast in the evening range from first-run popular series, movies, news, etc.
In addition, live programmes such as talk shows and contests are also broadcast in evenings. The 46-page report, which has 55 detailed exhibits, provides detailed analysis of the terrestrial TV advertising rates in Jordan, Lebanon, Syria, Egypt, Tunisia, Kuwait, Saudi Arabia and the UAE.
Calculation
All rates used in the Arab Advisors analysis correspond to a 30 second commercial spot on a Tuesday since it is a working day in all countries in the region where weekends differ. The countries analysed in the report were selected according to their geographical location to represent the Arab region.
"Saudi Arabia, Lebanon and the UAE respectively have the highest average terrestrial TV advertising rates, all of which lie above the regional average advertising rate of $766," says Lina Juma, Arab Advisors senior research analyst, in the report.
"The regional average ad rate is calculated by averaging the regional terrestrial TV ad rates throughout a whole day."
The Levant stretches from the Taurus Mountains, bounded by the Mediterranean Sea in the west, the Arabian desert in the south and Mesopo-tamia to the east.
