1 Executive Summary 2 Analysis of AWBs Articles 3 AWB Vs. Competitors Articles 4 AWB Print Media...

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


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


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


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


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.



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.




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



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




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.




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




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.




Media El Dustour Daily (Circulation : 10,000) Arabic DNWP

Size Position and Color , BOTTOM-MIDDLE, FULL

Date 13/11/2012 Adv. Value: $ 449





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 .




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




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.





Size Position and Color , TOP-LEFT, FULL

Date 13/11/2012 Adv. Value: $ 422






Size Position and Color , CENTER-MIDDLE, FULL

Date 13/11/2012 Adv. Value: $ 844





Media Al Akhbar Daily (Circulation : 500,000) Arabic DNWP


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.



CRIME, 0007013X04

Media Al Wafd Daily (Circulation : 300,000) Arabic DNWP


Date 13/11/2012 Adv. Value: $ 2,185





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.




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



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




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.




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.




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




Media Almal Daily (Circulation : 20,000) Arabic DNWP

Size Position and Color 005X01, BOTTOM-MIDDLE, FULL

Date 08/11/2012 Adv. Value: $ 2,670

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1 Executive Summary 2 Analysis of AWBs Articles 3 AWB Vs. Competitors Articles 4 AWB Print Media...

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Transcript of 1 Executive Summary 2 Analysis of AWBs Articles 3 AWB Vs. Competitors Articles 4 AWB Print Media...