Market Report by Arabian Watches & Jewellery Magazine
Advertising Spend (Part 2/4)-Watch & Jewellery Sector Analysis – 2014
AGCC, Levant*, PAN ARAB & ARASIAN MEDIA MARKETS
Category: Jewellery & Watches
Advertising Expenditure for top Products (000 US$) Y2012-2014(Jan – Dec)
In the year 2014 Watches-Clocks advertising expenditure stood at US$ 133,116 million representing an 76% Share of the total advertising spend, compared to US$ 151,209 million for the same period in the year 2013 an decrease of -12%; Whereas the Jewellery and Accessories advertising expenditure stood at US$ 41,466 million representing an 24% Share of the total advertising spend, compared to US$ 46,063 million for the same period in the year 2013 an decrease of -10%.
Monthly Spend Analysis (Millions US$) Y2012-2014
The highest monthly advertisement spend was in Decumber 2014 to the tune of US$ 23 millions, followed by in the month of October 2014 at US$ 20 million.
Overall Media Split Analysis (000 US$)
Once again Magazines accounted for the major share (48 %) of advertising revenues, however the total spend share of magazines dipped by -3% (over 2013) for the same period.
Advertising Spend for Top Brands (000 US$) - AGCC, Levant*, PAN ARAB & ARASIAN MEDIA MARKETS
Break down (Media wise)
L`azurde ranked as the top spending brand in the Television segment, followed by Al Harameen, Cartier, and On Time as the top 5 brands in order of their spending.
Rolex ranked as the top spending brand in the Newspaper segment, followed by Cartier, Chopard, Swatch and Patek Philippe as the top 5 spenders.
Rolex ranked as the top spending brand in the Magazines segment, followed by Cartier, Omega, Bvlgari and chopard as the top 5 spenders.
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.
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.