Advertising Spend 2013 Analysis – Watch & Jewellery Sector

 

1) Pan Arab Media has recorded the highest growth and is the top spending market in the sector with a total spends of around US$ 58 million. A robust growth of 41% was observed in the leading market. 

2) Oman spending surged by 34% and closely follows Pan Arab Media to rank as next top spending market in the region in the sector. 

3) Qatar has managed to climb to the third rank amongst top spending markets in the region with a growth of 27% experienced. 

4) Kuwait spending showed a healthy double digit growth of 23% ranking fourth in the region.

5) Other markets are reeling under the grip of cautious spending with the following variation: KSA (-1%), Lebanon (-3%), Bahrain (-7%), UAE (-10%), Jordan (-24%), and Egypt (-53%). 

Advertising Spend - Media wise 

Amongst major monitored media types, advertisers in the sector are heavily skewed towards Television with 14% share of the total spending and its spending surged by 195%.

B) Newspapers 

Newspaper shares 36% of the spending and its spending surged by 2%. 

C) Magazines  

Magazines as the medium sharing little less than almost half (44%) of the total ad spend on the sector in the region. However magazines spending share plummeted by -7% over last year. 

The top spending brands in the sector in the region for the year 2013 are Omega, Cartier, Rolex, L`azurde, Patek Philippe, Swatch were the top 5 brands ranked by order of their measured spending.

In 2012 the following brands were ranked as top spending brands in the sector in the region; they are Rolex, Cartier, Omega, Swatch and Patek Philippe & Audemars Piguet by order of their measured spending. While 2013 the top ranking brands; Omega took the top position pushing Rolex in third place while Cartier maintained its Second position. L’azurde was in Fourth position while Patek Philippe maintained its fifth position, Swatch was down to sixth position, While Chopard moved up at seventh (from its eight spot in 2012), Audemars Piguet at Eight followed by Al Harameen at the ninth spot & Longines at the tenth position (further down from its 7th position in 2012)

Importantly, the top 25 brands by region and media, and the top  brands on television, newspapers, magazines and other top spenders will be some of the highlights to be presented in the second installment of this Market Report. 

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.