The Breitling Watch Source Forums :: View topic - US ad spending 2013; Breitling +49%

I'd like to know how Kantar actually got these numbers. Neither Breitling, nor the other privately held manufacturers, would freely release this data.

The numbers just don't pass the gut check . . .

Yikes, didn't pick up on US only, too early in the morning. That really is a huge amount of money.

very interesting stuff. always like to read this kind of info.

what would be also interesting to me aside from the CPA is the life time value of that consumer. i am curious to know once a consumer buys into the brand what kind of additional revenue is generated off of them from things like service to second purchases.

boogiebot wrote:

I'm sure that second purchases are relative nominal - after all we aren't typical watch buyers who may only buy a watch to commemorate a significant event once or twice in a lifetime. Servicing costs are going to be more significant, especially given the effective monopoly that the brands enjoy there.

I also find it interesting that breitling was the second highest spender in advertising yet probably third in overall watches that were cosc tested.

Author:	WatchFred [ Sun Jul 06, 2014 11:47 pm ]
Post subject:	US ad spending 2013; Breitling +49%
hmmm....... not commenting might be the most sarcastic comment possible, so I won't. http://www.watchtime.com/wristwatch-ind ... 051897e31b

Author:	Roffensian [ Mon Jul 07, 2014 1:52 am ]
Post subject:	Re: US ad spending 2013; Breitling +49%
I wonder what their cost of acquisition is, at those levels it has to be huge - that is hundreds of dollars per watch sold (although 2013 COSC numbers aren't available yet, that spend level would be around $250 or so per watch in their best ever year). End of discussion indeed!

Author:	WatchFred [ Mon Jul 07, 2014 2:55 am ]
Post subject:	Re: US ad spending 2013; Breitling +49%
Roff - we are talking about US!! ad spending here - assuming Breitling sold 25% of their watches in the US (which might already be optimistic?) we are talking about a cool $1,150 per watch; unrealistic 40% would bring it down to around $710. (based on the approx. 155k watches MANUFACTURED in 2012, so actually being kind)

Author:	Roffensian [ Mon Jul 07, 2014 3:25 am ]
Post subject:	Re: US ad spending 2013; Breitling +49%
Yikes, didn't pick up on US only, too early in the morning. That really is a huge amount of money.

Author:	bozman52 [ Tue Jul 08, 2014 4:02 am ]
Post subject:	Re: US ad spending 2013; Breitling +49%
I'd like to know how Kantar actually got these numbers. Neither Breitling, nor the other privately held manufacturers, would freely release this data. The numbers just don't pass the gut check . . .

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Author:	P51 [ Tue Jul 08, 2014 4:17 am ]
Post subject:	Re: US ad spending 2013; Breitling +49%
bozman52 wrote: I'd like to know how Kantar actually got these numbers. Neither Breitling, nor the other privately held manufacturers, would freely release this data. The numbers just don't pass the gut check . . . I agree. Perhaps the year on year growth might be closer to the mark, given the figures are probably compiled in a similar way each year. But how you find the real figure & what you might have to work out from a lot of investigation in between, I have no idea. Makes it an interesting report though.

Author:	wessa [ Tue Jul 08, 2014 5:49 am ]
Post subject:	Re: US ad spending 2013; Breitling +49%
Roffensian wrote: Yikes, didn't pick up on US only, too early in the morning. That really is a huge amount of money. And I doubt that would include the sponsorship of Jet Team, Jetman or the Wingwalkers. Would these be generating any revenue of their own to support their existence? If not, these maintenance bills, salaries, appearance at global events must be astronomical as well. Then of course there are the odd celebrities but I guess that would be just loose change

Author:	Roffensian [ Tue Jul 08, 2014 5:55 am ]
Post subject:	Re: US ad spending 2013; Breitling +49%
Numbers will be from industry associations - agencies and publications that receive the spend. No reason to question them and the methodology will be the same year over year - well established field of analysis. When we do total up all of the marketing related spend including sponsorships, endorsements, etc it is going to be a high number. That said, we all know that we pay more than the sum of the parts for these pieces and at least that money is being reinvested.

Author:	boogiebot [ Tue Jul 08, 2014 12:57 pm ]
Post subject:	Re: US ad spending 2013; Breitling +49%
very interesting stuff. always like to read this kind of info. what would be also interesting to me aside from the CPA is the life time value of that consumer. i am curious to know once a consumer buys into the brand what kind of additional revenue is generated off of them from things like service to second purchases.

Author:	P51 [ Tue Jul 08, 2014 1:02 pm ]
Post subject:	Re: US ad spending 2013; Breitling +49%
Well in that case, I have a bridge for sale.

Author:	Roffensian [ Tue Jul 08, 2014 2:11 pm ]
Post subject:	Re: US ad spending 2013; Breitling +49%
boogiebot wrote: very interesting stuff. always like to read this kind of info. what would be also interesting to me aside from the CPA is the life time value of that consumer. i am curious to know once a consumer buys into the brand what kind of additional revenue is generated off of them from things like service to second purchases. I'm sure that second purchases are relative nominal - after all we aren't typical watch buyers who may only buy a watch to commemorate a significant event once or twice in a lifetime. Servicing costs are going to be more significant, especially given the effective monopoly that the brands enjoy there.

Author:	boogiebot [ Tue Jul 08, 2014 2:17 pm ]
Post subject:	US ad spending 2013; Breitling +49%
Roffensian wrote: boogiebot wrote: very interesting stuff. always like to read this kind of info. what would be also interesting to me aside from the CPA is the life time value of that consumer. i am curious to know once a consumer buys into the brand what kind of additional revenue is generated off of them from things like service to second purchases. I'm sure that second purchases are relative nominal - after all we aren't typical watch buyers who may only buy a watch to commemorate a significant event once or twice in a lifetime. Servicing costs are going to be more significant, especially given the effective monopoly that the brands enjoy there. Very true on the second purchases but I would have to think that their marketing team and business development has some sort of metric that shows how many consumers that bought from an AD will eventually buy a second or third piece. As small as that number would be they still have to know. After all it's much easier to convince someone that has owned the brand to buy back in. And the cost associated with this would be a different metric from the initial CPA. I also find it interesting that breitling was the second highest spender in advertising yet probably third in overall watches that were cosc tested.

Author:	Roffensian [ Tue Jul 08, 2014 3:33 pm ]
Post subject:	Re: US ad spending 2013; Breitling +49%
boogiebot wrote: I also find it interesting that breitling was the second highest spender in advertising yet probably third in overall watches that were cosc tested. We should find out in the next couple of months when the COSC releases 2013 numbers but they were falling further behind Rolex and Omega so this would appear to be part of a strategy to try and turn that around.

Author:	jnelson3097 [ Tue Jul 08, 2014 6:55 pm ]
Post subject:	Re: US ad spending 2013; Breitling +49%
I've seen more and more ads on TV lately and also more billboards than ever before, and this is in a small market in Wisconsin with only one authorized dealer.

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