Africa & The Middle East - focus on the smaller adspend regions

The Middle East and Africa represent the two smallest regions in the world in terms of advertising expenditure. Both regions have similar absolute levels of adspend and both have grown rapidly since 1987. But there are significant differences between the advertising industries of the respective regions that reflect the large variations in wealth and media penetration.

INTRODUCTION

The last three issues of this journal have carried data on the largest advertising regions of the world - Europe, America and Asia-Pacific. The survey of global adspend is completed in this issue with an overview of advertising expenditure in the two smallest advertising regions - the Middle East and Africa.

Both regions accounted for 0.7 per cent of global adspend in 1996. The Middle Eastern total adspend of US$1,933 million was slightly higher than the African total of US$1,715 million.

ADSPEND GROWTH