 Print
advertising for microwave ovens shows 33% dip in 2004: AdEx
study.
Apr 14, 2005 |
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| Key
Findings:
•33% dip in Microwave Ovens Advertising in 2004 compared
to 2003 in Print.
•Samsung India topped advertising in 2004 but showed
a dip compared to last two years.
•Brands of Top 3 spenders accounted for 75% of the advertising
share.
This week, AdEx India looks at
the Microwave Ovens category. First, let’s take a look
at Microwave Ovens advertising spends across the years in
Print.
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| •1995 saw the
maximum growth in Microwave Ovens advertising followed by 212%
& 194% growth in 1997 & 2000 respectively.
•After 2000, the category shows dip in advertising every
year except a 19% growth in 2003.
Let’s also look at the Top Advertisers in 2004 and
their advertising trend over the last 5 years in Print.
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•Samsung India
tops the advertising with 30% share, followed by LG Electronics
& Kitchen Appliances with 26% & 19% respectively.
•Amazingly, the top advertiser in
2004, Samsung India, shows a dip in advertising in 2004 compared
to the last 2 years.
• Across the last 5 years, Kitchen Appliances &
LG Electronics show growth in alternate years.
Let’s look at the brands advertised by
Top 3 Spenders in 2004 in Print.
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•Interestingly, the brands of Top 3 spenders
accounted for 75% of the ad spend share.
•LG Healthwave (of LG Electronics) tops with 20% of
the advertising share.
•Kenstar Microwave Oven (of Kitchen Appliances) comes
2nd with 19% share.
•Samsung Microwave Oven (of Samsung India, the Top Advertiser)
is in 3rd position with 17% share.
We shall be coming out with similar analyses on other categories
in the coming days.
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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