The consumer durables category is one of the highest spending categories as far as advertising and marketing is concerned. However, consumer durable brand ad spends had relatively decreased last year and their ad spends even declined during the festive season. India is expected to become the fifth largest consumer durables market in the world by 2025. The sector is expected to double at 14.7 per cent CAGR to $12.5 billion in FY15 from $6.3 billion in FY10. Despite the robust growth in this sector, the advertising of durables on TV as well as print has not seen a similar trend. After substantial growth in the year 2010, the category has witnessed a drop in media presence (TV and Print) in the last couple of years. But, this is slowly changing as many consumer durable brands have started to increase their volume of advertising.
Ad Spend Trends
Consumer durables is a vast category which consists of different products like water purifiers, televisions, air conditioners, power backup systems, kitchen products etc. Out of this, water purifiers, television sets and air conditioners have been the key advertisers in the consumer durables space; contributing a combined advertising share of around 34% on TV according to a report by Strategy Group, the Analytical Arm of TAM Media Research. The report further states that among these top three product groups, seasonality affects the advertising volumes. Water purifiers ad volumes increase around rainy season, while that of air conditioners increases around summer. As far as the television ad volume is concerned, it mostly witnesses an upward trend during festive seasons.
There is considerable difference in the media plans of top players within TV category. According to the S-Group Insights Report, Samsung has clear focus on South regional/ English content, while Sony prefers news channels for its campaign. This was clearly seen during the Bihar election counting day on November 8 when Sony Bravia advertised heavily on NewsX and India Today TV channels. Even Lloyd LED TVs took this opportunity to advertise heavily on CNN IBN where it was the presenting sponsor and on IBN7. Samsung relies on English advertising on TV with 97 per cent share of the language. Panasonic advertises purely in English while Sony has least preference for English.
Samsung had the most widespread campaign in 2014, which reached out to 90 per cent of the universe at the frequency of 22. It took the advertiser 85 channels to build these deliveries. Sony reached to 81 per cent of the universe with the frequency of 11, using 63 channels (2014). Both top advertisers have higher deliveries on older age group (25+) and higher SECs. (2014). The skew towards metros is heavy while LC1 markets are underexposed. South market is clear priority for Samsung and exposure in terms of reach as well as frequency is higher.
For Samsung, Times of India was the most heavily used publication, while Sony relied on Times of India and Dainik Bhaskar for its campaign. Even though the preferred publication house of top players varies, the category is ruled by Times of India and Dainik Bhaskar with around 12 per cent share each. As long as the language is concerned, the focus shifts to Hindi and other regional languages. Here, Panasonic has least preference for English while contribution of Hindi advertising has increased to 50 per cent.
While ad spends from television companies in the consumer durables category is expected to grow much higher, other products in this category are also showing signs of increase. The LED lighting products have seen a rise in advertising in the past few months. Several brands such as Philips, Syska, EON LED Lighting, HPL LED Lighting, Bajaj LED, etc. have started to advertise in a major way on TV. All of these brands advertised heavily during the Bihar election counting day on TV news channels.
With the consumer durables advertising witnessing a gradual surge, hope the trend is here to stay.