MPParabia Market Report: Advertising Spend 2008-Part II

26-Mar-2009

Related Topics

Top 10 / 20 / 25 media spenders in the Middle East Watch & Jewellery Sector by country for 2008

In Part I of the MPParabia Market Report, we provided a comprehensive analysis of advertising spend in 2008 for the watch, jewellery and accessories sectors across the Middle East. Included in this study were Markets Ranking & Media Split, category split by regional markets, split by products, monthly spend analysis, overall media split analysis and cumulative advertising expenditure separately for Watches & Clocks and Jewellery & Accessories categories individually for 2006, 2007 and 2008.

In this current Phase II of the MPParabia Market Report, we examine the top 20 / 25 media spenders in every country of the region. The total expenditure of each brand by region—GCC or the Levant and big spenders by media category—Television, Newspapers, magazines and other top payers are individually listed in this report.

Key considerations:

Over 250 top, premium, international watch & jewellery brands were surveyed in this extensive report

Media: Magazines / Newspapers / Television / Outdoor / Radio & Cinema

Internet advertising has not been included

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 and Syria

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—Gallup International 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.

The spenders have been arranged (vertically) in descending order of magnitude—highest down to the lowest:

Table I : Top 10 Markets Ranking

All media / 000 USD $ / Ys 2006, 2007 & 2008 & % variance—2008 over 2007

Rank	Market / Code	Y2006	Y2007	Y2008	(% Variance)
Rank	Market / Code	Y2006	Y2007	Y2008	(2008 / 2007)
1	Pan Arab Media (PAN)	29,800	42,966	46,278	(+7.7 %)
2	United Arab Emirates (UAE)	31,865	31,699	37,469	(+18.33 %)
3	Saudi Arabia (KSA)	25,789	32,464	33,339	(+2.7 %)
4	Lebanon (LEB)	5,789	6,331	15,832	(+150.0 %)
5	Kuwait (KUW)	9,208	13,042	12,538	(-3.86 %)
6	Qatar (QTR)	8,575	12,730	12,357	(-2.93 %)
7	Other Markets (OTH)	10,266	13,616	15,645	(+14.9 %)
8	Total GCC + Pan Arab	109,900	137,947	148,078	(+7.34 %)
9	Levant Markets (LEV)	11,401	14,901	25,380	(+70.0 %)
10	Total All Markets* (TAM)	121,301	152,848	173,458	(13.48 %)
*(Total All Markets = Total GCC + Pan Arab +Levant Markets)**