Abstract

The report aims to analyze the media coverage of the real estate sector in the UAE market, with an in-depth focus on Al Qudra Real Estate, Aldar, Emaar, Sorouh, Dubai Properties, Nakheel, Sama Dubai and Damac. A total of 4,700 articles out of 125 publications were monitored throughout the fourth quarter of 2008 (October-December) for the purpose of this report.

Stocks movements were evaluated for Emaar, Aldar Properties and Sorouh and correlated with media coverage. The correlation serves as a measure of the media’s impact on stocks performances for the property developers.

A comparison of the facets of coverage (Share of Voice, Coverage Size, Impressions and Ad Values), penetrations, content analysis (Messages, Message Types, PR Influence and Reputation Drivers) are featured in this report. The report also contains the real estate sector highlights to put the performance in perspective of the current market issues.

An evaluation is then executed based on the abovementioned variables to assess the success of lack of, of the PR campaigns, as well as to assess how their media coverage varied with time and how it stands in comparison with each other.

Fomat: PDF (English)