Professional Jeweler Archive: Watch Ad Spending Up

February 2000

Timepieces/Data & Statistics


Watch Ad Spending Up

Timepiece companies vie for attention


Watch ads increased 5% from 1997 to 1998, based on a report by Laurence Grunstein, chairman of the American Watch Association and president of Citizen Watch Corp. of America.

Information compiled by Competitive Media Reporting indicates watch firms spent nearly $169 million in 1998 on ads in all media, mostly in national magazines.

A record 110 watch brands reported buying ads, and seven of the 10 highest-spending companies increased their ad buys an average 15.8%. “What this increased exposure translates to for retailers is more traffic and more selling opportunities for watches,” Grunstein wrote in the AWA newsletter. “Make no mistake, watches turn retail doors into destinations for shoppers.”

– by Michael Thompson

Advertising Medium
1997
1998
Change
(in millions of U.S. $)
Magazines
$125,099
$135,208
+8%
Sunday Magazines
$4,362
$2,727
-38%
Newspapers
$3,027
$5,203
+72%
National Newspapers
$6,126
$5,130
-16%
Outdoor
$671
$966
+44%
Network TV
$7,657
$5,816
-24%
Spot & Syndicated TV
$2,373
$5,724
+141%
Cable TV
$10,409
$7,169
-31%
Network & National Radio
$1,189
$740
-38%
Total
$160,913
$168,683
+5%


Copyright © 2001 by Bond Communications