Television Advertising in the Arab World: A Status Report

This article reviews the current status of advertising in the Arab world with special attention given to television advertising.

Television Advertising in the Arab World: A Status Report

Morris Kalliny Missouri University of Science and Technology

Grace Dagher, Michael S. Minor and Gilberto De Los Santos The University of Texas–Pan American

INTRODUCTION

Our stereotypical view of the Middle East may be composed of a mosaic of images: Egyptian pyramids, oil gushing from the sands, tiny, but wealthy emirates, and Muslim extremists. We will argue that the situation in advertising there is equally rich, diverse, and complicated.

The traditional view, perhaps, is that the Middle East is not media-rich. For example, Al-Makaty, Van Tubergen,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands