Mohammed Burhan of CNBC Arabia says the advertising market in the region may decline. Jaime Puebla / The National
Mohammed Burhan of CNBC Arabia says the advertising market in the region may decline. Jaime Puebla / The National

Regional TV ad revenue years away from growth



Advertising revenue in the Arab world could take three years to grow, according to the head of one of the region's most prominent news channels.

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The total advertising market for the region amounts to less than US$5 billion (Dh18.36bn) a year - representing one of the lowest per-capita marketing budgets in the world.

Zero growth, or even a decline, is likely over the next three years, said Mohammed Burhan, the general manager and acting chief executive at CNBC Arabia.

"For the coming three years, the advertisement cake will not get bigger," Mr Burhan said. "If it will not be the same, it will be reduced. The best hope is to be the same."

CNBC Arabia is the region's only major 24-hour business-focused station in an overall news TV market dominated by Al Jazeera, based in Qatar, and Al Arabiya, which is broadcast from Dubai.

The already competitive market is set to be shaken up next year with the launch of two high-profile Arabic-language news stations.

Sky News Arabia is expected to launch in the spring, and Alarab, backed by the Saudi billionaire Prince Al Waleed bin Talal, is set to follow in December.

The new stations will fight for their share of a total TV advertising budget that is divided between more than 500 free-to-air channels.

According to the Arab Media Outlook 2009-2013, just $22 per capita is spent on advertising in the Arab region, compared with $462 per capita in North America and $273 in western Europe.

Mr Burhan said he did not expect the arrival of two new stations to expand the overall advertising market.

"The advertisement cake is already eaten - and eaten heavily in the region. So how they will compete is their matter," Mr Burhan said. "Al Jazeera, Al Arabiya and CNBC on the business side already filled the market. You have big fish in the Arab region. And already the market is filled."

Running a TV news station is notoriously expensive. The Qatari government reportedly pumps hundreds of millions of dollars into Al Jazeera every year.

Yet one of the newcomers to the Arabic TV news market hopes to become profitable by 2017. Jamal Khashoggi, the manager of Alarab, told The National last month that he hoped the channel would be profitable within five years.

CNBC Arabia was launched in 2003. The Arabic-language station is based in Dubai and claims a staff of more than 140. Mr Burhan said advertising revenue across the entire Arab region was hit hard by the economic downturn. Yet he said viewership of CNBC Arabia increased at the time because of greater demand for business news. And he believes the global economic outlook remains gloomy.

"Still we are in the middle of the crisis," he said. "We get used to that feeling, so we are not panicking. But at the end of the day, the world is still in the crisis."

UAE currency: the story behind the money in your pockets
MATCH INFO

Who: UAE v USA
What: first T20 international
When: Friday, 2pm
Where: ICC Academy in Dubai

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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.

Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.

Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.

Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.

“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.

Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.

From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.

Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.

BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.

Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.

Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.

“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.

Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.

“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.

“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”

The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”

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  • Do not submit your application through the Easy Apply button on LinkedIn. Employers receive between 600 and 800 replies for each job advert on the platform. If you are the right fit for a job, connect to a relevant person in the company on LinkedIn and send them a direct message.
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Where to stay: Courtyard by Marriott Titusville Kennedy Space Centre has unparalleled views of the Indian River. Alligators can be spotted from hotel room balconies, as can several rocket launch sites. The hotel also boasts cool space-themed decor.

When to go: Florida is best experienced during the winter months, from November to May, before the humidity kicks in.

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FIRST TEST SCORES

England 458
South Africa 361 & 119 (36.4 overs)

England won by 211 runs and lead series 1-0

Player of the match: Moeen Ali (England)

 

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Director: Mowaffaq Alobaid 

Stars: Abdulaziz Almadhi, Mohammed Al Akkasi, Ali Al Suhaibani

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Name: HyperSpace
 
Started: 2020
 
Founders: Alexander Heller, Rama Allen and Desi Gonzalez
 
Based: Dubai, UAE
 
Sector: Entertainment 
 
Number of staff: 210 
 
Investment raised: $75 million from investors including Galaxy Interactive, Riyadh Season, Sega Ventures and Apis Venture Partners
A timeline of the Historical Dictionary of the Arabic Language
  • 2018: Formal work begins
  • November 2021: First 17 volumes launched 
  • November 2022: Additional 19 volumes released
  • October 2023: Another 31 volumes released
  • November 2024: All 127 volumes completed