An Analysis of FM Radio Advertising Rates in the Arab World

Arab Advisors Group Media Strategic Research Service

January 2010

Analyst: Issa Goussous

Arab Advisors Group A member of the Arab Jordan Investment Bank Group

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Table of Contents Section 1: Introduction .................................................................................. 1 Section 2: Regional Overview......................................................................... 2 Section 3: FM Radio Advertising Rates for Pan Arab Radio Stations ............... 7 Section 4: Analysis of FM Radio Advertising Rates per Country...................... 14

Algeria ......................................................................................................... 14 Bahrain ........................................................................................................ 17 Egypt........................................................................................................... 21 Jordan ......................................................................................................... 29 Iraq............................................................................................................. 42 Kuwait ......................................................................................................... 48 Lebanon....................................................................................................... 54 Morocco ....................................................................................................... 60 Oman .......................................................................................................... 65 Palestine ...................................................................................................... 71 Qatar........................................................................................................... 75 Syria ........................................................................................................... 78 Tunisia......................................................................................................... 84 United Arab Emirates ..................................................................................... 90 Yemen ......................................................................................................... 101

List of Exhibits Exhibit 1: Regional FM Radio Average Advertising Rates................................ 4 Exhibit 2: Percentages of respondents who listen to the radio in their cars ................................................................................................................ 4 Exhibit 3: Local Average Rates Comparison by Country (30 second spot) ...... 5 Exhibit 4: Local Average Ad Rates Compared with Regional Average (30 second spot) .................................................................................................. 6 Exhibit 5: MBC FM ad rates (30 second spot) ................................................. 7 Exhibit 6: Panorama FM ad rates (30 second spot) ........................................ 8 Exhibit 7: Radio Orient ad rates (30 second spot).......................................... 9 Exhibit 8: Radio Monte Carlo ad rates (30 second spot) ................................. 10 Exhibit 9: Pan Arab Radio Stations ad Rates Comparison for a Whole Day (30 second spot) ............................................................................................ 11 Exhibit 10: Pan Arab Average Ad Rates for a Whole Day (30 second spot)..... 11 Exhibit 11: Regional and Pan Arab comparison .............................................. 12 Exhibit 12: Average Ad Rates of Pan Arab Radio Stations (2006 – 2009)....... 12 Exhibit 13: Algerian FM Radio Stations Ad Rates throughout the day except on Friday and Saturday (30 second spot) ........................................... 14 Exhibit 14: Algerian FM Radio Stations Ad Rates on Friday (30 second spot) .............................................................................................................. 15 Exhibit 15: Algerian FM Radio Stations Ad Rates on Saturday (30 second spot) .............................................................................................................. 15 Exhibit 16: Algeria's Local Average ad rates (30 second spot) ....................... 16 Exhibit 17: Voice FM ad Rate throughout the day (30 second spot) ............... 17 Exhibit 18: Radio Bahrain (96.5), Bahrain FM (93.3), General programs FM (102.3) advertising rate ........................................................................... 18 Exhibit 19: Bahrain’s Local Average ad Rates (30 second spot) ..................... 19 Exhibit 20 Local Average Rates Compared to Pan Arab Radio Stations that Broadcast in Bahrain ...................................................................................... 20 Exhibit 21: FM Radio Stations Networks in Egypt by Categorized by Advertising Rates........................................................................................... 21 Exhibit 22: Advertising Rates for FM stations that fall under Category 1 (30 second spot) ............................................................................................ 22 Exhibit 23: Advertising Rates for FM stations that fall under Category 2 (30 second spot) ............................................................................................ 22 Exhibit 24: Advertising Rates for FM stations that fall under Category 3 (30 second spot) ............................................................................................ 23 Exhibit 25: Nujoom FM ad rates (30 second spot) .......................................... 24 Exhibit 26: Nile FM ad rates (30 second spot) ................................................ 25 Exhibit 27: Egypt’s Radio Stations ad Rates Comparison for a Whole Day (30 second spot) ............................................................................................ 25 Exhibit 28: Egypt’s Radio Stations ad Rates Comparison for a Whole Day (30 second spot) ............................................................................................ 26 Exhibit 29: Egypt’s Local Average ad Rates (30 second spot) ........................ 27 Exhibit 30: Local Average Rates Compared to Pan Arab Radio Stations that Broadcast in Egypt (30 second spot) ...................................................... 28 Exhibit 31: Jordan’s Four State Owned Radio Stations managed by JRTV ad rates (30 second spot) .............................................................................. 29 Exhibit 32: Fann FM ad Rates (30 second spot).............................................. 30 Exhibit 33: Amen FM Advertising Rates.......................................................... 31 Exhibit 34: Play and Sunny FM ad rate (30 second spot)................................ 31 Exhibit 35: Rotana Radio Advertising Rates ................................................... 32 Exhibit 36: Sawt El Ghad's Advertising Rates ................................................. 33 Exhibit 37: Mazaj FM's ad Rates ..................................................................... 33 Exhibit 38: Beat's & Mood's Advertising Rates ............................................... 34 Exhibit 39: Hayat FM Advertising Rates.......................................................... 35

Exhibit 40: Watan FM Advertising Rates......................................................... 36 Exhibit 41: Energy FM Advertising Rates ........................................................ 37 Exhibit 42: Spin and Al Ayam FM Advertising Rates ....................................... 38 Exhibit 43: Jordan’s Radio Stations Advertising Rates Comparison for a Whole Day...................................................................................................... 39 Exhibit 44: Jordan’s Local Average Advertising Rates .................................... 40 Exhibit 45: Local Average Rates Compared to Pan Arab Radio Stations that Broadcast in Jordan ................................................................................ 40 Exhibit 46: Dijla FM advertising rates............................................................. 42 Exhibit 47: Radio Al Yawm advertising rates.................................................. 43 Exhibit 48: AlNass FM advertising rates ......................................................... 43 Exhibit 49: AlMarbed FM advertising rates ..................................................... 44 Exhibit 50: Radio Al Ma'aref advertising rates................................................ 44 Exhibit 51: Iraq Local Average Advertising rate ............................................. 46 Exhibit 52: Local Average Rates Compared to Pan Arab Radio Stations that Broadcast in Iraq .................................................................................... 47 Exhibit 53: Arabic Station (103.7 FM) advertising rate................................... 48 Exhibit 54: Easy Kuwait and Radio International ........................................... 48 Exhibit 55: Super Station 99.7........................................................................ 49 Exhibit 56: Marina and Mix FM advertising rate.............................................. 50 Exhibit 57: Comparison between Marina FM's Average Price throughout the Week with Radio Monte Carlo and the Regional Average ......................... 51 Exhibit 58: Kuwait’s Radio Stations Advertising Rates Comparison for a Whole Day...................................................................................................... 52 Exhibit 59: Kuwait’s Local Average Advertising Rates.................................... 53 Exhibit 60: Light FM, Mix FM and Radio One ................................................... 54 Exhibit 61: Melody FM advertising rate (30 second Commercial Spot) ........... 55 Exhibit 62: Radio Liban Libre.......................................................................... 55 Exhibit 63: Sawt El Shaab advertising rate ( 30 second Commercial Spot)..... 56 Exhibit 64: Lebanon’s Radio Stations’ Ad Rates Comparison for a Whole Day................................................................................................................. 57 Exhibit 65: Lebanon’s Local Average Advertising Rates ................................. 58 Exhibit 66: Local Average Rates Compared to Pan Arab Radio Stations that Broadcast in Lebanon ............................................................................. 58 Exhibit 67: Radio Nationale advertising rates (30 second Commercial Spot) .............................................................................................................. 60 Exhibit 68: Rabat International advertising rates (30 second Commercial Spot) .............................................................................................................. 61 Exhibit 69: Radio Casa FM advertising rates (30 second Commercial Spot).... 61 Exhibit 70: Radio Medi 1 advertising rates (30 second Commercial Spot) ...... 62 Exhibit 71: Atlantic Radio advertising rates (30 second Commercial Spot) .... 62 Exhibit 72: MFM Atlas, MFM Saiss and MFM Souss advertising rates (30 second Commercial Spot)............................................................................... 63 Exhibit 73: Morocco Radio Stations’ Ad Rates Comparison for a Whole Day................................................................................................................. 63 Exhibit 74: Morocco's Local Average ad Rates (30 second spot) .................... 64 Exhibit 75: Oman's State Owned Radio Stations (Local brands)..................... 65 Exhibit 76: Oman's State Owned Radio Stations (International Advertising) ................................................................................................... 66 Exhibit 77: Comparison between Oman's State Owned Radio Stations Local and International brands ...................................................................... 66 Exhibit 78: Average advertising rate for Oman's State Owned Radio Stations.......................................................................................................... 67 Exhibit 79: Hala FM advertising rate............................................................... 67 Exhibit 80: Hi FM Advertising Rates during the Week..................................... 68 Exhibit 81: Oman's Radio Stations’ Advertising Rates Comparison for a Whole Day...................................................................................................... 69

Exhibit 82: Local Average Rates of FM Radio Stations in Oman ...................... 70 Exhibit 83: Radio Ajyal advertising rate ......................................................... 71 Exhibit 84: Al Manarah Radio advertising rate................................................ 72 Exhibit 85: Radio Amwaj advertising rate ...................................................... 72 Exhibit 86: Al Nawras, Dream FM, Road of Love FM, Al Ahlam, Nagham and Mawwal FM advertising rate.................................................................... 73 Exhibit 87: Al Nawras Al Qamar, Iman Radio, Gaza FM and Al Balad FM advertising rate.............................................................................................. 73 Exhibit 88: Radio Bethlehem 2000, Al Khalil Radio, and Radio Kol El Nas advertising rate.............................................................................................. 74 Exhibit 89: Palestine Radio Stations’ average adverting rate for a whole Day................................................................................................................. 74 Exhibit 90: Qatar Radio Urdu advertising rate................................................ 75 Exhibit 91: Qatar Radio Arabic Station advertising rate ................................. 76 Exhibit 92: Sout Al Khaleej Radio advertising rate ......................................... 76 Exhibit 93: Qatar local average advertising rate ............................................ 77 Exhibit 94: Sout Al Sha’ab (Voice of the People) and the General Program.... 78 Exhibit 95: Rotana Style, Al Madina and Mix FM ............................................. 79 Exhibit 96: Melody FM advertising rate (30 second commercial spot) ............ 80 Exhibit 97: Syria Al Ghad advertising rate (30 second commercial spot) ....... 81 Exhibit 98: Arabisque FM advertising rate (30 second commercial spot) ....... 81 Exhibit 99: Syria Radio Stations’ Ad Rates Comparison for a Whole Day ........ 82 Exhibit 100: Local Average Rates Compared to Pan Arab Radio Stations that Broadcast in Syria................................................................................... 83 Exhibit 101: State-Owned Radio Stations in Tunisia....................................... 84 Exhibit 102: Group 1 Radio Stations’ Ad Rates throughout the day ................ 84 Exhibit 103: Average Advertising rates for Radio Stations of Group 1............ 85 Exhibit 104: Average Advertising rates for Radio Stations of Group 2............ 85 Exhibit 105: Average Advertising rates for Radio Stations of Group 3............ 86 Exhibit 106: Mosaique FM throughout the week............................................. 86 Exhibit 107: Radio Jawhara Ad Rates throughout the week ........................... 87 Exhibit 108: Tunisia’s Radio Stations Advertising Rates Comparison for a Whole Day...................................................................................................... 88 Exhibit 109: Comparison between Tunisia’s state owned and privately owned Radio Stations Ad Rates for a Whole Day............................................ 88 Exhibit 110: Tunisia’s Local Average Advertising rates .................................. 89 Exhibit 111: City, Al Arabiya, Dubai Eye, Dubai 92, ad rates (30 second commercial spot) ........................................................................................... 90 Exhibit 112: Hits 96.7 ad rates (30 second commercial spot) ........................ 91 Exhibit 113: Al Khaleejiya 100.9 ad rates (30 second commercial spot) ........ 91 Exhibit 114: Noor Dubai ad rates (30 second commercial spot) ..................... 92 Exhibit 115: Virgin Radio ad rates (30 second commercial spot) ................... 92 Exhibit 116: HUM FM & UAQ FM ad rates (30 second commercial spot) ......... 93 Exhibit 117: Radio 4 (89.1 FM) ad rates (30 second commercial spot) .......... 94 Exhibit 118: Radio 4 (104.8 FM) ad rates (30 second commercial spot)......... 95 Exhibit 119: Al Rabiah (107.8 FM) ad rates (30 second commercial spot) ..... 95 Exhibit 120: Emarat FM and AL Qur'an Karim FM ad rates.............................. 96 Exhibit 121: Star FM ad rates ......................................................................... 97 Exhibit 122: Sharjah Radio ad rates ............................................................... 98 Exhibit 123: UAE’s Radio Stations Ad Rates Comparison for a Whole day ...... 99 Exhibit 124: UAE’s Local Average ad rates (30 second commercial spot)....... 100 Exhibit 125: Comparison between UAE's Radio Stations Average Ad Rates and the Regional Average for a Whole Day (30 second commercial spot) ...... 100 Exhibit 126: FM Radio Stations in Yemen ....................................................... 101 Exhibit 127: Advertising rates for the 1st Category of Yemeni Radio Stations between and during Programs (30 second commercial spot)........... 102

Exhibit 128: Advertising rates for the 2nd Category of Yemeni Radio Stations between and during Programs (30 second commercial spot)........... 102 Exhibit 129: Yemen's Local Average Advertising Rates (30 second commercial spot) ........................................................................................... 103