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Advertising surges in first half

The value of advertising in GCC and pan-Arab media reached over $1.7 billion in the first half of 2004.

The value of advertising in GCC and pan-Arab media reached $1.74 billion in the first half of 2004, up from $1.27 billion a year ago.

The figures are compiled by IPSOS-STAT, which tracked all pan-Arab TV stations and newspapers as well as all local media outlets in the GCC countries.

The biggest beneficiary was TV, which took 48.43% of all advertising money spent in the first half of this year, up from 44.84% in the first half of 2003.

In dollar terms, television's performance was even more spectacular. Advertisers spent $844.23 million on their TV slots in the January-June 2004 period, compared with $570.1 million in the first six months of 2003.

Print media saw its overall share of spending drop, from 48.62% in 2003 to 46.68% in 2004, but it still raked in far more in dollar terms this year — $813.66 million versus $618.15 million.

The year on year growth in advertising spending is impressive, but the 2003 figures were deeply affected by the uncertainty surrounding the invasion of Iraq. The numbers are also based on official rate cards, so may be subject to discounts by publishers and broadcasters.

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