1 executive summary 2 analysis of awbs articles 3 awb vs. competitors articles 4 awb print media...
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AL WATANY BANK OF
EGYPT (AWB)
News & PR Media
Monitoring ReportAnalysis of
Month
Agenda
1 •Executive Summary
2 •Analysis of AWB’s Articles
3 •AWB Vs. Competitors Articles
4 •AWB Print Media Advertisements VS. Competitors
5 •Evaluation of AWB Articles
2
Executive Summary
This report provides some analysis to the articles and advertisements that were released through print media in Egypt from 01/11/2012 till 30/11/2012 for AWB, Citibank, Barclays’s Bank and BNP Paribas.
While Al Watany Bank of Egypt has total of 48 clippings and 6 advertisements, 81 clippings and 14 advertisements were released for the selected competitor banks.
Newspapers dominated the majority of print media coverage for the selected banks with an overall 91.9% while magazines published 8.1% in the Egyptian market.
According to PARC’s National Print Media Readership Survey (2011), Al Masry Al Youm reached to 9.57% and Al Ahram newspaper reached to 9.42% form the total adult population in Egypt.
While according to the same study, Al Alam Al Youm and Al Borsa daily, that published 26% of AWB articles, reached to only 0.04% from the total population in Egypt.
3
Executive Summary (Cont’d)
The advertising value is calculated by measuring the article size and comparing it to the equivalent size if an adv. was purchased in the publication.
While the total advertising value for Al Watany Bank of Egypt & the selected brands is US$ 378,126, the actual advertisements spend is 181.16 thousand USD.
Although AWB has the highest frequency of articles with the largest photo size compared to its competitors, the adv. value of AWB articles comes in the 2nd place after BNP Paribas with 30% and 33% respectively.
While Barclay’s bank has the highest actual advertising spend with total of 140.22 thousand USD, AWB released 6 advertisements only with total of 12.66 thousand USD.
News in Arabic language dominated the majority of articles with 98% while English was only 2%.
4
ANALYSIS OF AWB ARTICLES
Total: 48 Articles
First Week (1-7)
Second Week (8-15)
Third Week (16-21)
Fourth Week (22-28)
Days 29-(30/31)
8
23
8
6
1
1
1
Brand Coverage by Date
Newspaper Magazine
Frequency of Articles
As an overview on the AWB articles, almost 50% of its articles were released in the second week of Nov. with 23 articles in Newspapers and just 1 in magazine.
The first and third weeks have the same number of articles (8 articles each).
Arabic English0
5
10
15
20
25
30
35
40
45
5045
12
Media Type Coverage by Language
Newspaper MagazineN
o. o
f arti
cles
Out of the total 48 articles mentioning AWB in Nov. 202:-
98% of AWB articles were in Arabic, while only 1 article was published in English during Nov.2012.
96% of AWB articles were published in Newspapers 6
Several vehicles mentioned AWB in Nov. 2012, but Al Alam Al Youm and Al Borsa Daily published 26% of AWB articles, they are considered the main daily newspapers that wrote about the AWB.
Media Coverage in the Egyptian Market
15%
10%
8%
6%6%6%
4%4%
4%
4%
31%
Alalam Alyoum Al Borsa Daly
Almal Daily Al Ektesadia
Al Mal Alam Almal
Al Ahram Daily Al Horya W.adal
Al Youm Alsab'a Alalam Alyoum Wk
Others
Media Count Media Type
Al Alam Al Youm 7 Daily Newspaper
Al Borsa Daily 5 Daily Newspaper
Almal Daily 4 Daily Newspaper
Al Ektesadia 3 Weekly Newspaper
Al Mal 3 Weekly Newspaper
Alam Almal 3 Weekly Newspaper
Al Ahram Daily 2 Daily Newspaper
Al Horya W.adal 2 Daily Newspaper
Al Youm Alsab'a 2 Weekly Newspaper
Alalam Alyoum Wk 2 Weekly Newspaper
Others 15 -
Total: 48 Articles
7
AWB VS. COMPETITORS ARTICLES
Out of 129 articles published in Nov. 2012 that are related to AWB and its 3 main competitors, 123 were in Arabic language and 6 were in English.
Newspapers published 120 articles while magazines published the remaining 9 articles.
Media Type Coverage by Language
Arabic English0
20
40
60
80
100
120
140
115
581
No.
of A
rticl
es Media Type Arabic English
Newspaper 115 5
Magazine 8 1
Total: 129 Article(s)
9
As an overview on the frequency of AWB vs. its competitors:AWB’s share was 37% of the total 129 articles.Barclays Bank shared with 30% published articles in Nov.2012, followed by BNP
Paribas (25%).Citibank had the least number of articles (10) within the same month.
Brands Coverage by Frequency
AWB Barclays Bank BNP Paribas Citibank 0
10
20
30
40
50
60
48
39
32
10
10
During Nov., the articles related to the four analyzed banks that had photos attached to them were more than the articles without photos (59% to 41% respectively).
67% of the articles mentioning AWB included photos while for BNP Paribas, the percentage was 56%.
Brands Coverage by Photo Attachment
AWB Barclays Bank BNP Paribas Citibank0
5
10
15
20
25
30
3532
2018
6
16
19
14
4
With Pic.Without Pic.
No.
of A
rticl
es
11
The total size of AWB articles’ photos was 374 cm*column & this was the largest total photo size compared to others.
Citibank photo size was less than half that of AWB photo size.
Brands Coverage by Photo Size
36%
29%
22%
13%
AWB Barclays Bank BNP ParibasCitibank
Brands Photo Size(cm*column)
AWB 374
Barclays Bank 295
BNP Paribas 228
Citibank 136
12
As shown in the above graph: The 2nd week had the highest number of articles followed by the 4th week, 47 & 35
respectively.AWB’s peak publishing period was in the second week of Nov. (24 articles) while
Barclays’s peak period was in the fourth week (16 articles).
Brands Coverage by Week
First Week (1-7) Second Week (8-15) Third Week (16-21) Fourth Week (22-28) Days 29-(30/31)0
5
10
15
20
25
30
8
24
87
1
6 6
9
16
23
10
6
10
31
7
2
AWB Barclays Bank
BNP Paribas Citibank
13
The Space Unit is a standard unit that measures the adv. value of the articles compared to all advertisements’ space released through print media within a certain period.
N.B.:- Newspaper adv. Space unit is (half page) while magazines (one page).
AWB 48 articles contribute with a space of 22.85 space unit.
14
Frequency & Space Unit of AWB Articles
10
10
20
30
40
50
60
48
22.85
Frequency Space
Total: 129 Article(s)
Although BNP Paribas has 7 articles less than Barclays, BNP Paribas covered 18.65 space units compared to 17.21 for Barclays Bank out of the total space of AWB the selected 3 main competitors.
Citibank’s articles had the least number of articles (10 articles) with 6.12 space units.
Brand Coverage in Egyptian Market
AWB BNP Paribas
0
10
20
30
40
50
60
48
39
32
10
22.85
17.21 18.65
6.12
Frequency Space
15
Brand AD Values (US $) Percentage
AWB 114830 30%
Barclays Bank 101523 27%
BNP Paribas 123057 33%
Citibank 38716 10%
Total 378126 100%
30%
27%
33%
10%
Chart Title
AWB Barclays Bank BNP ParibasCitibank
Advertising Value in Egyptian Market
Total: 129 Article(s)
While AWB has the highest frequency of articles and the largest photo size compared to its competitors, the adv. value of AWB comes in the 2nd place after BNP Paribas with 30% and 33% respectively.
This could be referred to the publishing of BNP Paribas articles publications with higher rate cards than those of AWB
Total: 129 Article(s)
16
AWB PRINT MEDIA ADVERTISEMENTS VS. COMPETITORS
17
AWB Actual Adv. VS. Competitors
While Barclay’s Bank has the most advertising spend with total of 140.22 thousand USD for 12 adv., they split their advertisements campaign across 9 different media types.
AWB released 6 adv. only through 3 daily newspapers in Nov.2012 with the rate card value of 28.27 thousand USD.
Al Masry Al Youm
Ahram Wkly (arb)
Al Ahram Daily
Alalam Alyoum
Almal Daily
Amwal Alghad
Community Times
October
Al Mal
El Msaeya
Almal Daily
Al Masry Al Youm
Alalam Alyoum
Al Borsa Daly
Ba
rcla
ys B
an
kB
NP
Pa
rib
as
AW
B
41
32.4
27.75
16.13
10.29
6.24
3.34
2.42
0.65
17.98
10.29
5.47
4.41
2.77
Advertising Spend
Spend in 000 USD
Al Masry Al Youm
Al Mal
Ahram Wkly (arb)
Al Ahram Daily
Alalam Alyoum
Almal Daily
Amwal Alghad
Community Times
October
El Msaeya
Almal Daily
Al Masry Al Youm
Alalam Alyoum
Al Borsa Daly
Ba
rcla
ys B
an
kB
NP
Pa
rib
as
AW
B
3
2
1
1
1
1
1
1
1
1
1
4
1
1
Frequency of Advertisements
FRQ
18
AWB Articles
As we previously mentioned, there were 24 articles mentioning AWB in the second week of Nov., 14 articles were about the trial of Mubarak’s sons and the stock market manipulations plus other 10 financial and economic articles in different media types.
The following articles’ evaluation is based on PARC Analysis Team’s point of view. However, AWB can change the evaluation of each article using our Newslog software to match its own point of view.
N.B.: The coming slides will preset all articles that mentioned AWB articles from 8 th-15th of Nov. as 50% of the articles were released at that time.
The colored titles represent the following:
Red= Negative article Green= Positive Blue= Neutral
19
In the 2nd week of Nov. 2012 (8th-15th) there were 18 neutral articles, 4 positive and 2 negative articles.
Regarding the neutral articles some of them were published through newspapers like; Al Ahram, Al Masry Al Youm whose readership rates are above 9% of the adult total population in Egypt.
Both the 4 positive articles and the 2 negative articles were published through different publications with readership rates less than 1% of the adult total population in Egypt.
20
AWB’s Articles of 2nd Week
Newspapers & Magazines
Neutral
Al Borsa Daily Al Masry Al Youm Al Akhbar DailyAl Shabab El Dustour Daily Al Wafd DailyAl Alam Al Youm (2 articles)
Al Horia WAl- Adala (2 articles)
El Msaeya
Al Missa Al Ahram Daily Almal Daily
Al Gomhouria Al Youm Alsab'a Al Ektesadia
Al Tahrir
Positive
Al Borsa Daily
Alalam Alyoum
Al Ektesadia
Almal Daily
NegativeAl Wafd Wkly
Al Mal
November..courts And Lawsuits Month.
Subject General News Catagorial Hierarchy Banks, Al Watani Egyp.b
Country Egypt Page Details, Page and Photosize
LOCAL NEWS, 0012014X03
Media Al Shabab (Circulation : 239,401) Arabic MMAG
Size Position and Color 004X01, TOP-LEFT, FULL
Date November Issue Adv. Value: $ 785
A Cheque-book Revels Threads of The Biggest Money Laundering Case After Revolution
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0003010X04
Media Al Wafd Wkly (Circulation : 300,000) Arabic WNWP
Size Position and Color 005X01, CENTER-RIGHT, FULL
Date 15/11/2012 Adv. Value: $ 1,866
Al Watany Bank of Egypt Earned 228.4 Million Pounds Till Third Quarter Of 2012.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0003004X08
Media Al Borsa Daly (Circulation : 50,000) Arabic DNWP
Size Position and Color , TOP-FULL, FULL
Date 14/11/2012 Adv. Value: $ 281
Al Watany Bank of Egypt.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0003041X08
Media Al Borsa Daly (Circulation : 50,000) Arabic DNWP
Size Position and Color , BOTTOM-FULL, FULL
Date 14/11/2012 Adv. Value: $ 2,883
Suspending The Trial of Mubarak’s Sons In The Stock Market Manipulation Case to 8 th of December.
Subject Technology Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0001005X04
Media Alalam Alyoum (Circulation : 149,120) Arabic DNWP
Size Position and Color , CENTER-MIDDLE, FULL
Date 13/11/2012 Adv. Value: $ 703
Alaa Mubarak Anxious In the Prison… Gamal Talks With The Accused People
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0011017X06
Media Al Missa (Circulation : 350,000) Arabic DNWP
Size Position and Color 004X02, TOP-MIDDLE, FULL
Date 13/11/2012 Adv. Value: $ 5,531
Stock Market’s Case: Experts Report Suspends The Trial of Alaa ,Gamal Mubarak And 6 Other council Former members to 8th of December.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0012012X05
Media Al Gomhouria (Circulation : 600,000) Arabic DNWP
Size Position and Color 004X02, CENTER-RIGHT, FULL
Date 13/11/2012 Adv. Value: $ 4,937
The Supervision Asks For Three-month Grace Period to Prepare The Stock Market Manipulation Reports
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0013014X04
Media Al Tahrir (Circulation : 5,000) Arabic DNWP
Size Position and Color 006X02, TOP-RIGHT, FULL
Date 13/11/2012 Adv. Value: $ 607
A List of New Accused People In The Stock Market Case, Al-Deeb Requests Alaa And Gamal Release
Subject Economic/financial N Catagorial Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photosize
CRIME, 0015017X05
Media Al Masry Al Youm (Circulation : 100,000) Arabic DNWP
Size Position and Color 008X03, TOP-RIGHT, FULL
Date 13/11/2012 Adv. Value: $ 3,815
Delay in Mubarak Sons’ Trial of “Stock Market Manipulations” to 8 th of December.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0003008X03
Media El Dustour Daily (Circulation : 10,000) Arabic DNWP
Size Position and Color , BOTTOM-MIDDLE, FULL
Date 13/11/2012 Adv. Value: $ 449
Delay in Mubarak Sons’ Trial of “Stock Market Manipulations” to 8 th of December.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0003011X02
Media Al Horya W.adal (Circulation : 1,000) Arabic DNWP
Size Position and Color 004X01, CENTER-LEFT, FULL
Date 13/11/2012 Adv. Value: $ 411
Defense Attorney Requests Alaa And Gamal Mubarak’s Release .
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0004010X03
Media Al Ahram Daily (Circulation : 127,900) Arabic DNWP
Size Position and Color , CENTER-LEFT, FULL
Date 13/11/2012 Adv. Value: $ 2,693
The Civil Attorney of Stock Market Manipulation Requests Judgment For Mubarak’s Sons In Other Lawsuits
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0004013X03
Media Al Youm Alsab'a (Circulation : 45,000) Arabic WNWP
Size Position and Color 007X01, BOTTOM-LEFT, FULL
Date 13/11/2012 Adv. Value: $ 1,619
National Bank of Development Signs Agreement With Standard Chartered.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0005012X01
Media Alalam Alyoum (Circulation : 149,120) Arabic DNWP
Size Position and Color , TOP-LEFT, FULL
Date 13/11/2012 Adv. Value: $ 422
Delay in Mubarak Sons’ Trial of “Stock Market Manipulations” to 8 th of December.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0005012X02
Media Alalam Alyoum (Circulation : 149,120) Arabic DNWP
Size Position and Color , CENTER-MIDDLE, FULL
Date 13/11/2012 Adv. Value: $ 844
Delay in Mubarak Sons’ Trial of “Stock Market Manipulations” to 8 th of December.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0007018X03
Media Al Akhbar Daily (Circulation : 500,000) Arabic DNWP
Size Position and Color 004X03, CENTER-LEFT, FULL
Date 13/11/2012 Adv. Value: $ 4,847
Technical Committee Report Suspends The Case Of Manipulation In Stock Market To The Session Of 8 Of December.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
CRIME, 0007013X04
Media Al Wafd Daily (Circulation : 300,000) Arabic DNWP
Size Position and Color 005X02, CENTER-LEFT, FULL
Date 13/11/2012 Adv. Value: $ 2,185
Delay in Mubarak Sons’ Trial of “Stock Market Manipulations” to 8 th of December.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0009015X04
Media El Msaeya (Circulation : 8,000) Arabic DNWP
Size Position and Color 006X01, CENTER-MIDDLE, FULL
Date 13/11/2012 Adv. Value: $ 3,857
Controversy About Inaugurating New Investment Funds for Fixed Income.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0002001X01
Media Almal Daily (Circulation : 20,000) Arabic DNWP
Size Position and Color 005X03, TOP-MIDDLE, FULL
Date 12/11/2012 Adv. Value: $ 26
News Room.
Subject Education Statistics Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
LOCAL NEWS, 0004024X08
Media Al Horya W.adal (Circulation : 1,000) Arabic DNWP
Size Position and Color 006X02, BOTTOM-MIDDLE, FULL
Date 12/11/2012 Adv. Value: $ 3,590
ORYX Amended Strategy Focuses on The Largest Medium-sized Companies for the Next Year
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0013051X08
Media Al Mal (Circulation : 20,000) Arabic WNWP
Size Position and Color 009X04, FULL PAGE, FULL
Date 11/11/2012 Adv. Value: $ 6,015
Fund Of Egypt The Future Achieves First Place Among 22 Countries Of Open Shares Funds.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0004009X03
Media Al Ektesadia (Circulation : 81,888) Arabic WNWP
Size Position and Color , BOTTOM-LEFT, FULL
Date 11/11/2012 Adv. Value: $ 328
Announcing The Reconciliation With Investors Causes The Crisis Among Economic Circles.
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0006032X04
Media Al Ektesadia (Circulation : 81,888) Arabic WNWP
Size Position and Color 004X01, RIGHT -FULL, FULL
Date 11/11/2012 Ad. Value: $ 2,034
The International Report Considers Egypt In The Middle level With An Indicator To Easy Getting The Credit
Subject Economic/financial N Categorical Hierarchy Banks, AWB
Country Egypt Page Details, Page and Photo size
BUSINESS & FINANCE, 0002017X06
Media Almal Daily (Circulation : 20,000) Arabic DNWP
Size Position and Color 005X01, BOTTOM-MIDDLE, FULL
Date 08/11/2012 Adv. Value: $ 2,670
Please contact us at..Pan Arab Research Center W.L.L
243 El Sudan St., Mohandessien, Cairo, EgyptOffice: 33022850/3Mob: 0100-1572640Fax: 02-33046602E-mail: parceg@arabresearch.com | parcmain@parc-eg.comWebsite: www.arabiandemographics.com
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