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S-Group Insights: Water Purifiers record 34% growth in ad duration on TV in 2015 compared to 2011

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S-Group Insights: Water Purifiers record 34% growth in ad duration on TV in 2015 compared to 2011 and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring  you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column aims to aid advertisers and media agencies to understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at Water Purifiers as a category.

 With the oncoming rains, consumers are increasingly on the lookout to buy the best water purifiers in the market. Water purification needs in India vary widely according to region. Rising awareness amongst urban as well as rural population of India regarding impurities present in the supplied water is steering demand for water purifiers in the country.

Continuous degradation in the quality of water and growing health concerns among rural as well as urban consumers have been boosting demand for efficient contaminant removal technologies like RO (Reverse Osmosis), UV (Ultraviolet) filtration and gravity purification in India.

The market for Water Purifiers in India is projected to grow at a CAGR of over 21% through 2020. Major players currently dominating the water purifiers market on TV ad space in India include Hindustan Lever Limited, Eureka Forbes Ltd and Kent RO System Ltd.

On TV Medium, advertisement duration of Water Purifiers has seen an increase of 34% in Yr 2015 as compared to Yr 2011.

Yearly maximum growth has been witnessed in Yr 2013 which was 19% followed by Yr 2015 which was 16%.

We can see a seasonal advertising trend for Water Purifiers, starting from May to August of every year. On an average 234 % increase in advertising duration is witnessed in these months (May - August) as compared to rest of the year

Let's look at the further break up of duration in hours based on major advertisers:

Over the years, in terms of advertisement duration, Hindustan Lever Ltd. dominates the TV Medium for Water Purifier segment.  In Yr 2015, Eureka Forbes Ltd has seen an increase in advertisement duration by almost 110 % as compared to Yr 2014.  Other Top  Advertisers include Kent RO System Ltd, Okaya Power Ltd, Tata Chemicals Ltd to name a few.              

In Print medium, Water Purifiers have seen an increase in overall volumes by 83% for Yr 2013 as compared to Yr 2012. On Television platform, Hindustan Lever Ltd. dominates the advertisement levels while Kent RO Systems Ltd dominates in Print medium followed by Eureka Forbes Ltd & Hindustan Lever Ltd.

Overall in Yr 2015, Kent RO System Ltd alone has 53% of the volume in Print medium as compared to other advertisers.

When compared the Top 2 advertisers in Print medium, i.e. Kent RO Systems Ltd (53%) & Hindustan Lever Ltd (15%), Kent RO advertises in 23 states as compared to Hindustan Lever which advertises in 15 states only.

31% of the advertising for Kent RO System Ltd. comes from Uttar Pradesh viz Lucknow & Kanpur & Maharashtra, majorly Mumbai, Pune & Nagpur.

On Radio, the number of advertises for Water Purifiers are less as compared to that of TV & Print Medium.

Radio has witnessed 81% increase in advertising volumes for Water Purifiers in Yr 2015 as compared to Yr 2014.

South & West Zone dominates the advertising volumes over the last 4-5 Years for Radio Medium.

Mostly morning (0900-1200) & evening (1800-2100) timings are preferred for advertising on this medium.

For the Yr 2015, Panasonic India Pvt. Ltd was the top advertiser followed by Eureka Forbes Ltd. Eureka Forbes Ltd. has seen an increase of 105% in Advertising Volumes for the Yr 2015 as compared to Yr 2014.

Eureka Forbes Ltd. who earlier use to advertise on BIG FM & Radio Mirchi (Yr 2014), has completely shifted their focus on Radio City for the Yr 2015.

Kent RO Systems Ltd. which was advertising heavily on Radio till year 2013 has completely shifted their focus on TV & Print medium.

Print medium has also seen an increase of 65% in advertising volumes for Kent RO Systems Ltd. for the Yr 2013 as compared to Yr 2012, while TV has seen an increase of 54% in advertising duration in Yr 2014 as compared to Yr 2013. 

Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research

Data Sources: TAM AdEx &

Period: Jan' 2011 to Dec'2015


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