Advertising Spend (Part 2/3) - Watch & Jewellery Sector Analysis – 2011

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Advertising Expenditure for top Products (000 US$) Y2009-2011(Jan – Dec)



In the year 2011 Watch & Jewellery advertising expenditure stood at US$ 139,149 million representing an 81 % Share of the total advertising spend, compared to US$ 126,689 million for the same period in the year 2010 an increase of 10%.

Monthly Spend Analysis (Millions US$) Y2009-2011

 

The highest monthly advertisement spend was in August 2011 to the tune of US$ 23 millions, followed by in the month of December 2011 (US$ 20 million).

Overall Media Split Analysis (000 US$)




Once again Magazines accounted for the lion’s share (48 %) of advertising revenues, further consolidating it’s spending by posting a robust 16% gain (over 2010) for the same period.

Advertising Spend for Top Brands (000 US$)

 

Mouawad ranked as the top spending brand in the Television segment. It is followed by Rolex, Omega, Cartier and L'azurde in order of their spending.

Break down (Media wise) - Advertising Spend for Top Brands (000 US$)



Rolex ranked as the top spending brand in the Newspaper segment, followed by Swatch,Cartier, Dior and Omega as the top 5 spenders.



Once again Rolex ranked as the top spending brand in the Magazines segment, followed by Cartier, Dior and Patek Philippe as the top 5 spenders.



In the outdoor segment the top 4 spenders were Rado followed by Tissot, Longines & Omega.


Key considerations:

• 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.

Watch the space!!

Importantly, the top 25 brands by region and media, and the top 20 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.

Note to readers:
Cautionary & Acknowledgment:

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 and his dedicated team for their unstinted co-operation and support to this project. Additionally we wish also to extend our thanks and appreciation to Mr. M Shaharyar Umar, Marketing Director at Pan Arab Research Center-Columnist and Market analysis’ specialist for several Marketing and advertising titles in the Middle East.