Advertising Spend by Top Five Markets
1) Pan Arab Media is still the top spending market in the sector with a total spends of around US$ 52 million. A growth of 3% was observed in the leading market.
2) UAE spending dipped by -13%, however it closely follows Pan Arab Media to rank as next top spending market in the region in the sector with a total spends of around US$ 41 million.
3) KSA has managed to retain the third rank amongst top spending markets in the region with a total spends of around US$ 34 million, with a growth of 7% was experienced.
4) Qatar spending showed a steady single digit growth of 1% ranking fourth in the region with a total spends of around US$ 13 million.
5) Kuwait spending showed a slide of -18% ranking fifth in the region with a total spends of around US$ 13 million.
6) Other markets are reeling under the grip of cautious spending with the following variation: Jordan (-23%), Oman (-18%), Lebanon (-2%) However Egypt & Bahrain recorded an increase of 32% and 29% respectively.
A) Magazines
Amongst major monitored media types, advertisers in the sector were still heavily skewed towards Magazines as the preferred medium sharing little less than almost half (44%) of the total ad spends, amounting to US$ 75 million in the region. However magazines spending share plummeted by -11% over last year.
B) Newspapers
Newspaper shares 33% of the spending although the spending dipped by -4% over 2014
C) Television
Television came third with (15%) share of the total ad spend on the sector in the region. However the spending rose by 32% over last year.
Top spending brands
The top spending brands in the sector in the region for the year 2015 are Rolex, Cartier, L`azurde, Bvlgari, Omega, Chopard, Patek Philippe, Breitling, Audemars Piguet, Van Cleef & Arpels were the top 10 brands ranked by order of their measured spending.
Top Ten Spenders – Comparison 2014 / 2015
(All Markets - AGCC, LEVANT*, PAN ARAB & ARASIAN MEDIA MARKET)
In 2014 the following brands were ranked as top spending brands in the sector in the region; they are Rolex, Cartier, L’azurde, Omega & Chopard by order of their measured spending. While 2015 the top ranking brands; Rolex took the top position again while Cartier maintained its Second position. L’azurde too maintained its Third position While Bvlgari moved up at Fourth (from its Seventh spot in 2014), Omega dropped to fifth position, Chopard was down to sixth position, Patek Philippe at Seventh followed by Breitling at the Eight, Audemars Piguet at ninth spot & Van Cleef & Arpels at the tenth position (Moved up from its 13th position in 2014)
Watch the space!!
Importantly for the top 10 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.
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, Mr. M Shaharyar Umar - Marketing Director and his dedicated team for their unstinted co-operation and support to this project.
Disclaimer: Spend is calculated in the published rate card and do not account for incentives or discounts that advertisers may avail from media owners.