ABU DHABI // Advertising spending in the UAE dropped 26 per cent in the first half of this year compared with the same period last year, according to figures released yesterday by the Pan Arab Research Centre (PARC).
But the new data suggests that advertising spending declined relatively slowly in the first two quarters of this year, after a sharp drop brought on by the global economic crisis in November.
Spending last month was US$116 million (Dh426m), down $2m from May.
"The decrease is mainly because the first half of the year in 2008 was a peak time for advertising," said Elie Jichi, a production manager at PARC. "There were so many spots, especially in the property sector.
"That's why whatever you have in advertising this year, I don't think it will cover the huge advertising that happened in 2008 from the property sector."
The property and financial advertising sectors were particularly badly hit, falling 75 per cent and 43 per cent respectively, during the first half of this year compared with the first two quarters of last year.
But weak advertising spending has spread to the household appliances, clothing and jewellery, business equipment, toiletries, cars and government advertising.
Worst hit were English-language newspapers, which saw a 39 per cent drop in advertising, compared with a 27 per cent fall in Arabic-language newspapers.
Newspapers were especially hurt after advertising in supplements, a favourite of property companies, dropped 84 per cent in the first half of the year, compared with the same period last year. Magazines lost 7 per cent of advertising spending in the same period.
Last quarter, the UAE stood out as the Middle East country worst hit by the advertising downturn, with only Egypt and Bahrain also experiencing drops.
But the second-quarter results show the pain seems to be spreading, with Saudi Arabia seeing a 5 per cent fall and Oman a 2 per cent drop in the first half of the year, compared with the same period last year.
While individual Gulf countries saw their domestic spending fall, however, pan-Arab advertising spending, mainly consisting of ads bought on the region's more than 400 free-to-air satellite television channels, grew 40 per cent in the first half of the year.
That made up 43 per cent of total advertising spending in the Middle East, which was a record.
Mr Jichi said this jump was mostly a result of the addition of several new stations, such as Fox Movies and Fox Series, to the list of channels monitored by the centre.
Strong spending on free-to-air television helped boost the region's overall advertising spending by 11 per cent in the first half of the year, compared with the same period last year.
Mr Jichi expects a further boost next quarter, as the drama series broadcast during Ramadan on the major free-to-air channels traditionally accounts for the year's biggest advertising buying spree.
"There will be 10 days of Ramadan which will appear in [the third quarter], during August and September, and every time during Ramadan there are heavy campaigns sponsoring programs," he said.
"I think the stronger spending will again be in the pan-Arab category, because Ramadan [advertising spending] is very heavy in TV."
khagey@thenational.ae
Company%20Profile
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The specs
Engine: 1.5-litre 4-cylinder petrol
Power: 154bhp
Torque: 250Nm
Transmission: 7-speed automatic with 8-speed sports option
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Specs%3A%202024%20McLaren%20Artura%20Spider
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The specs: 2018 Nissan 370Z Nismo
The specs: 2018 Nissan 370Z Nismo
Price, base / as tested: Dh182,178
Engine: 3.7-litre V6
Power: 350hp @ 7,400rpm
Torque: 374Nm @ 5,200rpm
Transmission: Seven-speed automatic
Fuel consumption, combined: 10.5L / 100km
BEETLEJUICE BEETLEJUICE
Starring: Winona Ryder, Michael Keaton, Jenny Ortega
Director: Tim Burton
Rating: 3/5
The specs
Engine: 2.7-litre 4-cylinder Turbomax
Power: 310hp
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SPECS
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The%20Specs
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How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
Greatest of All Time
Starring: Vijay, Sneha, Prashanth, Prabhu Deva, Mohan
SPECS
Nissan 370z Nismo
Engine: 3.7-litre V6
Transmission: seven-speed automatic
Power: 363hp
Torque: 560Nm
Price: Dh184,500
Our family matters legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Our family matters legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Company%20Profile
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Confirmed%20bouts%20(more%20to%20be%20added)
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The biog
Marital status: Separated with two young daughters
Education: Master's degree from American Univeristy of Cairo
Favourite book: That Is How They Defeat Despair by Salwa Aladian
Favourite Motto: Their happiness is your happiness
Goal: For Nefsy to become his legacy long after he is gon
SPECS%3A%20Polestar%203
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ALRAWABI%20SCHOOL%20FOR%20GIRLS
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Four%20scenarios%20for%20Ukraine%20war
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The studios taking part (so far)
- Punch
- Vogue Fitness
- Sweat
- Bodytree Studio
- The Hot House
- The Room
- Inspire Sports (Ladies Only)
- Cryo
MEDIEVIL%20(1998)
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