Advertising expenditure in Bahrain during the first six months of this year amounted to $46 million, the Pan Arab Research Centre (PARC) has announced.

However, it is likely that activity has since increased during July and August, compared with the first half when advertising expenditure totalled between $6 million and $11 million on a monthly basis, and that the growth pace of advertising activity is expected to continue until the end of the year, according to Gulf Marcom chairman and International Advertising Association worldwide board member Khamis Al Muqla.

He added that advertising expenditure is expected to exceed $112 million which was still below the record level of $140 million recorded in 2010. He also said that the PARC report indicates a 36 per cent drop in the activity of governmental organisations.

Shopping centre and retail advertising fell by 29 per cent, telecommunications was down by 25 per cent and financial services by 20 per cent.

However, hotels and travel and tourism increased by 50 per cent, and vehicles and their accessories advertising rose by 33 per cent.

Daily newspapers took 66 per cent of revenue at $30 million while magazine advertising at 18 per cent was $8 million and television was $5 million with 11 per cent of the market.

Al Muqla emphasised the importance of government motivation to the media and advertising sector, particularly the major advertisers of government and private organisations, in order to increase their marketing and advertising activities with different media.

He said this would support economic activity in the market and create a positive environment, which would help in developing new business opportunities and projects. – TradeArabia News Service