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2016 has been labeled as a "roller coaster" advertising year, as observers anticipated that the global economic slump caused by the drop in oil prices and the regional wars that were carrying on in many places around the world, coupled with the floods of refugees that were landing in Europe, were going to collectively freeze the advertising spending figures at their 2015 level, not allowing – even – the long-established 5 percent annual increase pattern to be maintained.This survey covered 95 active advertising markets scattered around the Americas, Europe, the Pacific Rim, the Middle East and Africa which showed that a 4.5 percent increase in ad spending – over 2015 – is to be expected, taking the global total to a $538 billion threshold.All the Arab advertising markets have experienced a recession in the first 6 months of 2016:Qatar's advertising market reported the steepest fall of 24 percent in comparison to the first six months of 2015 . Last but not least is the UAE whose advertising investment in the January to end-June 2016 period was the highest among the GCC markets, reaching $1,082,527,099, but still fell short of the same period in 2015 by 5 percent.
It’s high time we paddle the Lebanese advertising market upstream
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