Complex Made Simple

Jordan’s spend on advertising declines slightly

Spend on publications declined continuously in Q1 2015 but there was unusual rise in spend on radio advertising

The total spend on advertising in Jordan during the first quarter of 2015 reached nearly $47 million, according to recent statistics.

According to research firm Ipsos, this represents a slight decline compared with $48m in the first quarter of 2014.

Publications – daily, classified or monthly newspapers – received the lion’s share of advertising spend, accounting for 67 per cent of the total spend from the first quarter of 2012.

However, the advertising spend on publications began to decline continuously and reached 51 per cent of the total spend in the first quarter of 2015.

The fall in advertising spend on publications during the first quarter of 2015 was accompanied by an unusual rise in spend on radio advertising.

Radio’s share grew to 12 per cent in the first quarter of 2012 and to 21 per cent in the first quarter of 2015, while television saw a slight decline in the first quarter of 2015 where its share reached ten per cent of the total spending, compared with 11 per cent in the first quarter of 2014.

Banks were the largest spenders on advertising during the first quarter of 2015, accounting for 14 per cent of the total spend, followed by restaurants with six per cent.

($1 = AED3.67 at the time of publishing)