Consumer durables advertising
in print drops 21 pc in 2008: AdEx Analysis
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Subject: Snapshot of Consumer Durables advertising in
Print during 2008
(Note: The entire analysis is based on Col*Cms)
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Highlights:
• Print advertising of Consumer Durables
witnessed 21% declined during 2008 compared to 2007.
• ‘Television sets’
accounted for 1/4th share of Consumer Durables sector
advertising in Print during 2008.
• 'LG Electronics India Ltd'
was the top advertiser of Consumer Durable brands in
Print during 2008.
• ‘Sony Bravia Series T’
topped the list of new Consumer Durable brands advertised
in Print during 2008.
• Sales Promotional ad campaigns accounted for
45% of overall ads of Consumer Durables in Print during
2008.
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Volume Growth of Consumer Durables sector in Print
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During 2008, Print Ad Volumes of Consumer Durables decreased
by 21% compared to 2007.
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Quarterly advertising share of Consumer Durable sector in
Print
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• Consumer Durables advertising
maximum during the festive seasons i.e. 4th quarter of 2008.
• The 2nd highest share of Consumer
Durable brands in Print was during the 3rd quarter of 2008.
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Share of Categories of Consumer Durables in Print during
2008
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• During 2008, 'Television Sets',
'Range of Durables' and 'Air Conditioners' were top 3 categories
of Consumer Durables sector which together accounted for 54%
share.
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Growth in Categories of Consumer Durables in Print during
2008 |
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• Among all categories of Consumer
Durables sector, ‘Clocks' category recorded maximum
growth in its Print ad volumes followed by 'Radio' and 'Lighting
Products' category in 2008 compared to 2007.
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Top Advertisers of Consumer Durables in Print during 2008
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• During 2008, 'LG Electronics
India Ltd', 'Samsung India Electronics Ltd' and 'Sony India
Ltd' were the top 3 advertisers of Consumer Durables sector
in Print.
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New Consumer Durable brands advertised in Print during
2008
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‘Sony Bravia Series T’, ‘Samsung Bio Sleep’
and ‘LG Direct Cool’ were the Top 3 new Consumer
Durable brands advertised in Print during 2008.
• Top 10 new brands of Consumer
Durables in Print comprised of 3 brands of ‘Samsung India
Electronics Ltd’ and 2 brands each of ‘Samsung India
Electronics Ltd’ and ‘Sony India Ltd’ during
2008.
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Advertising of Consumer Durable brands in Newspapers and Magazines
was in the ratio of 94:6 during 2008
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Share
of Consumer Durables in Metro/Non Metro /Mini Metro Newspapers
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• During 2008, 'Non Metro'
Newspapers had largest the share of Consumer Durable brands
followed by 'Metro' and 'Mini Metro' Newspapers with 25% and
12% share respectively.
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Usage
of Sales Promotions in advertising of Consumer Durable sector
in Print
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During 2008, ‘Multiple Promotion’ ads had the maximum
share of 35% followed by ‘Add on Promotion’ and
‘Exchange Promotion’ each with equal share of 20%
of overall Sales Promotional ad campaigns used for Consumer
Durable brands in Print. |
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