Arabic TV channels have a lock on ad dollars

Tuesday, Apr 15, 2014

Dubai

The formula for an Arabic language entertainment channel broadcaster has remained unchanged for some time - a heady mix of dramas, reality shows and prime-time sports coverage.

“How this mix of programming is deployed during peak hours is what separates the various channels,” said Ali Asghar Mir, managing director at IAS Media. “While free-to-air Arabic channels dominate, within this category MBC has the highest exposure when it comes to both viewers and advertising spend.

“As such, these channels as a category command the highest ad tariffs and commensurate with the fact they reach an estimated base of 380 million Arab speakers in the region. TV continues to have the largest ad pie as far as advertisers are concerned and that’s despite the gains that digital platforms have been making in the region. Keep in mind that YouTube has the second largest following in this region after North America.

“Even then, while there has been fragmentation of viewership, it’s not to the extent that TV viewership numbers can be threatened.”

By Manoj Nair Associate Editor