Saturday, September 16, 2006

Digital Broadcasters | Pan Arab Radio Used to Reach Saudi Consumers

Digital Broadcasters Vendor News has been informed that recent research shows that to reach radio listeners in affluent Saudi Arabia, radio advertisers have to resort to pan-Arab FM radio broadcasters whose advertising rates supercede those charged by local and regional FM stations. Really that boils down to one radio group.

Other highlighted facts from the Arab Advisors Group report:

*that the average local FM station’s ad rates had increased from USD 88.00 in 2005 to USD 101.00 in 2006.

* that peak listening times are 0700-0800hrs, 1300-1400hrs and 1800-1900hrs.

* Stations broadcasting music and entertainment content attracted higher ad rates,mainly due to their regional coverage and the group of listening audience targeted.

* that MBC Group’s FM stations as the only FM stations that offer advertising services targeting Saudi Arabia - which happens to be the Arab World’s largest consumer market.

* that government-owned, radio stations usually charged lower advertising rates that private stations which had to be profitable.

The report provides a detailed analysis of the FM Radio advertising rates in Bahrain, Egypt, Jordan, Kuwait, Lebanon, Tunisia and the UAE. The countries were chosen to be representative geographically of the Arab World. In addition, the countries analyzed have diverse regulatory frameworks.

Digital Broadcasters Vendor News understands that the Arab Advisors Group is a specialist team of analysts on the Arab World’s communications and media markets in Lebanon, Syria, Jordan, Palestine, Iraq, Egypt, Sudan, Mauritania, Saudi Arabia, Yemen, UAE, Kuwait, Qatar, Bahrain, Oman, Libya, Tunisia, Algeria, Morocco and Mauritania.

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