The only way is up, or so it seems, for the Jordanian advertisement sector, which recorded stunning double digit growth figures over the past decade. A recent media survey, however, produced some uneasy literature for advertisers, ad agencies and media representatives alike, as readership ratios hardly match the way advertisement budgets are spent. According to research firm Ipsos, total advertisement expenditure based on official rack rates increased by some 30% in 2007 to amount to $280 million. Since 2000, total ad spending grew by no less than 260%, making it one of the kingdom’s fastest growing industries. Still, Jordanian advertisement represents but 3% of the regional market, whereby it should be noted that all Ipsos figures are based on official rack rates. In reality, ad spend could be more than 30% lower. Jordan’s big spenders are the same as elsewhere, with the 30% increase in 2007 mainly fuelled by the
