Advertising Spend (Part 3/4)-Watch & Jewellery Sector Analysis

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Pan Arab Media, consisting of media titles focusing multi-markets and accounting for   29% of the regional spend gained 10% in 2013 when compared with 2012.

In the year 2013 Watches-Clocks advertising expenditure stood at US$ 141,402 million representing an 77% Share of the total advertising spend, compared to US$ 130,869 million for the same period in the year 2012 an increase of 8%; Whereas the Jewellery and Accessories advertising expenditure stood at US$ 43,241 million representing an 23% Share of the total advertising spend, compared to US$ 36,389 million for the same period in the year 2012 an increase of 19%.

The highest monthly advertisement spend in the region was in the month of November 2013 (US$ 23 million) followed closely by October 2013 to the tune of US$ 21 millions.

 

                                                                                        

Once again Magazines accounted for the major share (44 %) of advertising revenues, however the spending dropped by -7% (over 2012) for the same period.

Cartier ranked as the top spending brand in the Newspaper segment, followed by Rolex, Swatch, Audemars Piguet and Patek Philippe among the top 5 spenders.

   

Rolex ranked as the top spending brand in the Magazines segment, followed by Cartier, Patek Philippe Omega and Chopard among the top 5 spenders.

 

L`azurde ranked as the top spending brand in the Television segment, followed by Omega, Al Harameen, Damas, and Breitling as the top 5 brands in order of their spending.

Television Top Spenders

• Over 250 top, premium, international watch & jewellery brands were surveyed in this extensive report. 
• Media: Magazines / Newspapers / Television / Outdoor / Radio & Cinema. 
• Currency : All figures are in USD $ 000s GCC: Gulf Co-operation Council comprising the Arabian Gulf States of Saudi Arabia, Kuwait, Bahrain, Qatar, Oman and the UAE . 
• Pan Arab: Mix of Print Media / TV and Radio stations across the Pan Arab world. 
• Levant: Primarily Lebanon, Jordan. 
• For the purpose of this survey, advertising costs have been computed from the respective rate cards of individual publications. Barters, discounts and other considerations have not featured in this study. 
• In this series, PARC has examined the media expenditure for specific brands as well as for principals / franchisees / retailers in the watches, jewellery and accessories both collectively and singularly for the Middle East region. 
• The media has also been classified into Pan Arab Media which includes cross border TV stations such as MBC, LBC Sat, Future International (Al Mushtaqbal), Al Jazeera (Qatar) and Al Arabiya (UAE) to name a few; trans-national print media (publications with multi-country circulations) & regional radio stations.

All accompanying published data, numerical input, tabulated charts, statistical information, pie charts, histograms & graphics have been analyzed and provided by Pan Arab Research Agency (PARC) & Advertising Monitoring Services.

Readers are advised to note that the figures provided reflect advertising expenditure based on published rates of the various media involved. Not accounted for are the discounts provided, special rates applicable, barter deals, other bilateral considerations nor the commissions accrued to advertising agencies. Whilst the discounts would factor in the arithmetic and computation, MPP-ME believes it will not significantly alter the overall perspective and emerging indicators of this very protracted and exhaustive PARC study.

As in previous years and with previous analyses, the MPP-ME & www.mpp-me.com research team acknowledges with appreciation and gratitude the tremendous input, hard work and co-operation of the entire team at Pan Arab Research Centre, PARC, for access to all published data. Specifically, we would like to thank Mr. Sami Raffoul - General Manager, Mr. M Shaharyar Umar - Marketing Director and his dedicated team for their unstinted co-operation and support to this project.