Advertising Rates of FTA Satellite TV Channels in MENA Experience Change During COVID-19

21 Oct 2020

A new report from Arab Advisors Group analysed the impact of COVID-19 on the advertising rates of 20 free to air (“FTA”) satellite TV channels broadcasting in the Arab World. Arab Advisors Group established comparison basis to determine the initial impact of COVID-19 on the channels and corresponding media groups in the Arab World.

COVID-19 affected media content consumption routines; with lockdowns imposed by governments or partial closures, viewers spent more time consuming media content of various distributors (including FTA satellite TV channels). Growth in content viewership usually results in growth in advertising revenues; COVID-19, however, has been detrimental to economies and drastically changed the norms of business. Consequently, as financial performance has been negatively impacted, priorities shifted to reduce operational costs. The advertising industry has been impacted by this conservative behavior where despite the increase in advertising rates, the majority of advertising and media agencies in MENA reported a drop in their advertising revenues during 2020 due to COVID-19.

b6891c89-eff3-5f8fe71106eb.jpgArab Advisors Group released a new report "Advertising Rates of FTA Satellite TV Channels during COVID-19". The report, which was released in September 2020, answers the following questions:

• How did COVID-19 affect advertising rates of FTA satellite TV channels in the Arab world?

• Which FTA satellite TV channels had the largest change in terms of advertising rates?

• How were advertising rates by time segment affected in 2020 as a result of COVID-19?

• Which Media Groups faced the largest change to their advertising rates in 2020 compared to their rates in 2019?

“Arab Advisors Group detected expansion in prime time slots as consumers seem to consume media for longer and at different hours. The Group highlighted the changes which would be important for broadcasters, agencies and brands which are active in the FTA satellite ecosystem.” Commented, Fayez Abu Awad, Chief Advisor, Arab Advisors Group.

“Arab Advisors Group analyzed the overall average advertising rate of 20 FTA satellite TV channels which broadcast in the Arab World. The channels had an increase of 3.5% in their cumulative average ad rates in 2020 over their average rates in 2019. Additionally, eight FTA satellite TV channels increased their average advertising rates during 2020 compared to their advertising rates in 2019, while six FTA satellite TV channels did not alter their rates during the year.” Omar Jaabari, Senior Research Analyst at Arab Advisors Group added.

Please contact Arab Advisors Group for more details or to get a copy of the report's Table of Contents. The report “Advertising Rates of FTA Satellite TV Channels during COVID-19” was released to Arab Advisors Group’s subscribers and can be purchased individually for US$ 3,500.

The purchase of this report will count towards an annual Strategic Research Service subscription.

Arab Advisors Group’s team of analysts in the region produced over 5,500 reports on the Arab World’s communications, media and financial markets. The reports can be purchased individually or received through an annual subscription to Arab Advisors Group’s ( Strategic Research Services (Media and Telecom).

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