Ramadan is traditionally considered a month of increased TV viewership in the Arab region, and hence brands aim to reach out to more consumers through targeted TV advertising during the holy month.
“The top advertisers seem to have run fewer spots this Ramadan but placed them more effectively,” said Christopher O’Hearn, general manager of tview, a provider of UAE television audience measurement data.
“The mix of advertisers this year was fairly similar to previous Ramadan periods although some names changed – Zain replaced Mobily as the top advertiser for example, but otherwise it was food and beverages with Pepsi most prominent as well as telecoms and consumers goods, especially technology,” he added.
Last year the top 10 TV ads had 63,590 insertions to achieve 24,672 ratings points, while this year it was 49,646 insertions to achieve 20,980 points.
“So that’s a ratio of .388 per spot in 2012 against .423 in 2013, an improvement of nearly nine per cent,” said O’Hearn.
“What it means for viewers, is that they see fewer ad spots so they will be happy, but the advertisers can also be happy that they got more value for their advertising dollars,” he added.
Here are the top 10 TV advertisements this year as measured by GRPs, according to data from tview (Please see Related Videos on the right hand side).