The average local FM stations’ ad rates in the Arab World increased from US$ 101 in 2006 to US$ 112 in 2008 and up to US$ 125 in 2009. Still, Pan Arab radio stations average advertising rates exceed by a substantial margin those of local radio stations. This could be explained by the fact that some of the Pan Arab radio stations are the only FM radio stations that broadcast in Saudi Arabia, the region’s largest consumer market.
A new report, “An Analysis of FM Radio Advertising Rates in the Arab World” was released to the Arab Advisors Group’s Media Strategic Research Service subscribers on January 20, 2010. The 102-page report, which has 129 detailed exhibits, provides a detailed analysis of the FM Radio advertising rates in the fifteen countries of Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Morocco, Oman Qatar, Palestine, Syria, Tunisia, United Arab Emirates, and Yemen. The countries were chosen to be representative geographically of the Arab World. In addition, the countries analyzed have diverse regulatory frameworks.
The regional average advertising rate represents the mean for a 30 second commercial spot for the countries discussed in the report. The average rates for the region were calculated using the countries’ average advertising rates on a local level for the whole week. Furthermore, the analysis in the report shows that the Pan Arab average advertising rates are usually higher than the local averages. This is due to the fact that they cater to the Kingdom of Saudi Arabia, one of the biggest consumer markets in the Arab World, with limited competition from local FM radio stations. Please contact the Arab Advisors Group to get a copy of the report’s Table of Contents.
“In countries where radio stations are government owned, the corresponding advertising rates are –usually- not as high as radio stations under private ownership." Mr. Issa Goussous, Arab Advisors Senior Research Analyst wrote in the report. “There are three peak timings 7:00- 8:00, 8:00- 9:00 and 19:00- 20:00 where the advertising rates are at their highest in the region. These peak times correspond to driving times to and from work since most radio listeners in the region listen to radio in their cars.” Mr. Goussous noted.
