Advertising expenditure in Jordan declines

AMMAN — Advertising expenditure in Jordan during the first quarter of 2015 went down to around $47 million, compared to the same period of 2014 when it stood at $48 million, Ipsos Jordan’s data showed Wednesday. 

The data also showed that the pattern of advertising expenditure has changed. 

Dailies, classified advertisement newspapers and monthly magazines used to amount to more than 67 per cent of advertising expenditure until the first quarter of 2012, when it started to decrease until it reached 51 per cent of the expenditure in the first quarter of 2015.

The decline of expenditure on printed items in the first quarter of 2015 was accompanied by a similar increase for radio, where the advertisement share for radio increased from 12 per cent in the first quarter of 2012 to 21 per cent in the same period of 2015.

The television’s share of advertisement slightly decreased in the current January-March period reaching 10 per cent, compared to the same period of 2012 when it stood at 11 per cent, while the advertisement expenditure on billboards maintained its 18 per cent over the past three years.

Banking, for the second consecutive year, topped the list of sectors spending on advertisement accounting for 14 per cent, followed by restaurants, travel and tourism businesses, and communications with 6 per cent each, while the mall sector’s share stood at 4 per cent.

Ipsos Group is a marketing research company that works in more than 87 countries, and it ranks the first on the Middle East and North Africa in terms of research based on field survey; the group started it operations in the Kingdom in 1988.