TV ad rates rise up to 25% during Ramadan

Television advertisement rates for local Arab programmes telecast in the region are 15 to 25 per cent higher during Ramadan than the rest of the year, according to several media buyers.

TV ad spots of 30 seconds during Ramadan range between Dh9,000 and Dh130,000, based on the rating of the TV station, the popularity of the programme and the expected viewership.

Michael Nammour, Media Buying Director, Mediaedge:Cia, said: "Though most advertisers during Ramadan focus on sponsorships rather than buying 30 second advertisement spots, many who don't want to take risks or don't have the budget choose to go with ad spots.

"Many firms depend on this season for exposure, mainly sectors such as food and beverages, car rentals, hotels and restaurants, as Ramadan tents dealers."

Wael Jamal, Regional Director, Mediacom, said: "Established brands go for sponsorships, while new businesses need ad spots to explain their message and build brand awareness."

Ramadan ad spend has been increasing at an average rate of 30 per cent year on year, according to experts from top TV stations and inner circles of the local advertising world.

Jamal said inflation and increased demand for TV advertising influence the price hike for TV ad rates. "Increased prices and high inflation have a direct influence on production costs and broadcasting fees. Higher liquidity and more investments lead to additional advertising spend. TV stations have a limited inventory. To avoid clutter, they have a maximum 12 minutes of ad spots per hour, a limit that cannot be exceeded," said Jamal.

Consequently, he said, TV stations put higher prices on ad spots. "TV is the most efficient medium, with the widest reach. For instance, Syrian hit Bab Al Hara on MBC 1 received an excellent response last year. On an average, MBC's non-Ramadan viewership is estimated between 30 to 40 per cent," said Jamal.

Agreeing with him, Nammour said: "Viewership during Ramadan increases by 30 per cent. Prime time during this month could be anytime between 6.30pm and 2.00am – that is eight hours of continuous prime time."

A representative from a free-to-air TV station said advertisement spots are still undervalued, even with all the increases.

He said as a free-to-air station with excellent ratings in various GCC markets including the UAE and Saudi are benefiting from his station's fixed rates to spread their messages to a much wider audience at no extra charge.

MBC 1 has hit the highest advertising rates with a record Dh130,000 per 30-second spot on its Gulf comedy programme Koullouna E'yaal Qarya.

Bayni W Baynak, another MBC 1 Gulf series, has a rate of Dh100,000 per 30 second spot. Dubai TV's Sira'a Aala L Rimal, the Bedouin series written by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, is Dh55,000 per spot.



CARTOON PROGRAMME GETS MORE TIME

Adnan Al Obthani, Managing Director of Qanawat, said his company and Sama Dubai, co-producers of Sha'biyat Al Cartoon have increased their investment in the Emirati cartoon strip by 200 per cent. The Ramadan cartoon strip has been lengthened from six minutes to 12 minutes, employing regional and global expertise, and state-of-the-art techniques. Haidar Mohammad, inventor of the cartoon series, said: "The success of Sha'biyat Al Cartoon last season, forced us to lengthen the duration this time."

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