IPSOS-monitored figures are based on the official media rate cards, however, real spending, according to experts at ArabAd, is between one-sixth and one-eighth of the total.
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Advertising expenditures in the region slightly decreased in 2013, with digital media making inroads into the market, according to a report in ArabAd Magazine.While television retains the lion's share of revenues, at 74 percent of total spending, Aoun said that digital media were growing at the expense of traditional outlets.The largest market share was claimed by pan-Arab outlets, at 35 percent, a slight drop from 36 percent in 2012 .The UAE ranked third with a share of 9 percent, compared to 8 percent in 2012, reflecting the country's healthy economy, according to Aoun.
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