Middle East, Africa to see TV adspend grow

19 May 2009

LONDON: The Middle East and Africa will enjoy the highest rate of TV adspend growth worldwide in the period to 2013, with the medium's revenues rising by a quarter in these regions by this date, Informa Telecoms & Media predicts.

According the research firm's forecast, global TV adspend will register an upturn of 13% by 2013, including a 4.1% decline, to $121 billion (€89.4bn; £79.0bn), in 2009.

Revenue levels in the Middle East and Africa will increase from $10bn in 2008 to $13bn in 2013, while the amount of marketing spending directed through TV in Latin America will also expand by 24% over the same period.

By contrast, North America will post a decline of around 7% over the two years to 2010, but TV ad sales in the region will still rise 9%, to $46bn, by 2013.

Worldwide, television adspend will fall by 5.1% for free-to-air broadcasters this year, after recording a decline of 1.5% in 2008.

However, advertising expenditure through pay-TV will rise by 1.5% in 2009, and the medium will increase its share of total TV ad revenues by 2%, to 18%, by 2013.

Data sourced from Digital Production (Middle East); additional content by WARC staff