Based on gross estimates, ad spend in UAE during the period weighed in at $819m, up by a healthy 5% over the $788m for the first six months of 2013, Gulf news reported. The second quarter this year alone contributed $421m to the spending pie, according to number crunching by the Pan Arab Research Centre (Parc). (These numbers are based on official media rate cards, which do not take into effect the discounts and special deals that clients and agencies usually get from media outlets. The Parc figures also do not account for digital media spend.) With the overall spend patterns in positive territory, it suggests that the pace can be maintained by the industry. For instance, the second quarter spending of $421m clearly holds up well against the comparable 2013 figures of $397m, which was when there was a marked increase in Expo 2020 related campaigns ahead of the announcement confirming Dubai as the host city in November last.