Latest Newsletter from AdEx India, a division of TAM Media
Research
|
|
|
| |
|
|
|
Highlights:
• Consumer Durables saw a drop of 2% in Print
ad volumes during 2007 as compared to the previous year..
• High advertising during ‘Diwali’ festival
across both year 2006 and 2007.
• ‘Television Sets’ drove
the advertising for 'Consumer Durables' during 2007.
• ‘LG Electronics’
led Consumer Durables advertising on Print.
• Consumer Durables advertising
was dominant in General Interest Newspapers and News/Current
Affairs Magazines.
|
(Note:
The entire analysis is based on Volumes (Column Centimetres)
|
Growth
in Consumer Durables ad volumes |
|
| •
Ad volumes of 'Consumer Durables' decreased by 8% during 2007
as compared to 2004. |
| Quarterly
Consumer Durables advertising |
|
•
Equal advertising share of ‘Consumer
Durables’ during 1st and 2nd quarter of 2007.
• 9% more ad volumes of ‘Consumer
Durables’ during 4th Quarter of 2007 compared to 2006. |
|
Share of Sub Categories of Consumer Durables during
2007 |
|
| •
The
Top 10 sub-categories made 84% share of 'Consumer Durables'
advertising pie during 2007. |
| Fastest
growing Sub-Categories of Consumer Durables in 2007
|
|
•
Out of 43 sub-categories of ‘Consumer Durables’
14 of them showed an increase in their ad volumes during 2007
as compared to the same period in 2006.
|
Top
Consumer Durable advertisers in 2007
|
| |
•
‘LG Electronics
India Ltd’ was the number one advertisers followed
‘Mirc Electronics’ and ‘Videocon
Industries Ltd’ which stood at 2nd and 3rd place
respectively during 2007.
|
| Newspapers
and Magazines were used by 'Consumer Durables' sector in the
ratio of 95:5. |
Usage
of Genre by 'Consumer Durables'
|
| |
• ‘News/Current Affairs’ and ‘Women’
Magazines had 55% share of ‘Consumer Durables’
advertising in 2007.
|
Contribution
of Metro, Non Metro and Mini Metro Newspapers
|
|
| •
More than 60% of the Consumer Durable advertising
was done on Non Metro Newspapers, whereas the Metro Newspapers
took a smaller share of 24% during 2007. |
| New
brands launched on Print during 2007 |
|
|
• 5 new brands of ‘Television Sets’ and 2
of ‘Water Purifiers/Filters’ made it to the top
10 list of new launches in Print during 2007. |
Share
of Ad campaign on Print |
|
| •
Interestingly, equal preference was given to ‘Add on Promotion’
and ‘Exchange Promotion’ by ‘Consumer Durable’
advertisers during 2007. |
Quarterly
Sales promotion ad campaign on Print |
|
|
• During Q4 2007, 71% more Sales promotional ads of ‘Consumer
Durables’ appeared compared to Q1 2007. |
| |
| Watch
out for the sequel with an in-depth analysis of advertising
in Print covering topics like TV and Radio Promotion on Print,
Genre of Print Publications, Main Issue vs Supplements, etc.
Watch out for forthcoming interesting analyses in future.
(Analysis from AdEx India-A Division of TAM Media Research)
For
more such analysis click here...
|
| |
