Gulf News reports that according to data released by the Pan Arab Research Centre (Parc), ad spend on local radio nearly doubled during the first three months of the year compared with the tally for the same period last year.
Parc’s data suggests that 36% of listeners take in the ads while they are aired. It appears that radio listeners are least likely to tune out when ad jingles start playing between songs or chat shows.
One possible reason for the healthy ad spend figures is the fact that ad rates on radio are lower than for other media. Another factor is all the radio ads that were created for the 2010 FIFA World Cup.
However, in terms of the overall ad spend in the UAE, the share of radio is still a marginal 2%.