By Vijaya Cherian
Advertising rates on Arab satellite channels skyrocket during reality TV programmes, and can go up to 130% of regular prime time rates, according to the Arab Advisors.
Advertising rates on Arab satellite channels skyrocket during reality TV programmes, and can go up to 130% of regular prime time rates, according to a new report published by the Arab Advisors Group. The research shows that Arab TV prime time extends from 9 pm to mid-night, with Saudi Arabia as the reference time zone. Saudi Arabia is the region’s largest market and dominates in region-specific ads.
“Buying TV commercial spots in the Arab world has grown over the past years with the development of Arab Sat TV stations,” says Judeh Siwady, Arab Advisors’ media analyst. “With the huge success of regional Arabic stations, TV advertising rates increased dramatically, especially with the adoption of hit TV programmes.” He cites examples of LBC’s Star Academy and Miss Lebanon, both of which commanded US $11,000 for a 30-second commercial spot while MBC Fear Factor and Future’s Superstar commanded US $10,000 and US $11,500 respectively.
The report analyses the market based on the covered stations. “The rates for regional (satellite) TV station are usually higher than the rates for local TV. For example the rates for Future TV’s prime time go up to US $5,500, while the local channel has a rate of US $3,000 during the same time. As for LBC, the rate on a prime time show goes up to US $7,000, while on a local channel, it would only be US $5,000 during the same time.” Siwady added.
The report titled “TV advertising rates in the Arab World” covers five major satellite channels including MBC, MBC 2, LBC, Future, and Al Jazeera and two pay TV operators, Showtime and Orbit. These channels have been chosen because they represent the majority of general, news and PAY TV channels in the region.