Consumer Durables advertising in Print in 2006: AdEx study
Wednesday, January 17th, 2007
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Key Findings:
• No significant change in print ad volumes of Consumer
Durables in 2006
• Publications from South zone garnered
the highest 34% share of ad volumes in Consumer Durables in
‘06
• October ‘06 saw a huge spike in
number of ads
• A high 27% share garnered by Television
sets advertising in 2006
• LG Electronics topped advertising
in Consumer Durables in Print
• High usage of Sales
Promotional ads in October 2006
• Maximum usage of
Contests and Add-on Promotions in Consumer Durables ads in 2006
• Samsung AirConditioner had the maximum share in Innovative
ad layouts
This week AdEx India looks at the advertising trends in Consumer
Durables sector in Print in 2006. (Note: The entire analysis
is based in Volumes in Column Centimeters).
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Growth
in ad volumes of Consumer Durables in Print in 2006 over 2005
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• No significant
change in ad volumes of Consumer Durables in 2006 compared to
2005
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Zone wise share of ad volumes in Consumer Durables
in 2006
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• Publications
in South zone saw the maximum 34% share of ad volumes due to
huge advertising by Transformers/voltage stabilizers, Mixers/Grinders,
Thermowares, etc., categories
• West zone and North
zone publications can=me next with nearly an equal share of
ad volumes |
| Monthly
advertising trend of Consumer Durables in 2006
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• Across 2006,
September-October saw the maximum share of ads by Consumer Durables,
with a huge peak in October
• In October, more than
70% share was contributed by Sales Promotion ads
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October saw very high advertising by range of Durables, Microwave
Ovens, range of Kitchen/Household Products, etc.
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| Top
10 sub-categories of Consumer Durables in 2006
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A high 27% share of ad volumes in Consumer Durables was contributed
by Television sets in Print in 2006
• Range of Durables
had a 22% share of ad volumes in Consumer Durables
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Top
5 sub-categories of Consumer Durables with maximum growth
in ad volumes
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Air Curtains had the maximum 4 times growth in ad volumes
in Print in 2006 over 2005
• Range of Personal Electronic items, Power Backup Systems
and Vacuum Cleaners had nearly equal 3 times growth in ad
volumes |
Publication
genres used by advertisers of Consumer Durables in 2006
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General Interest newspapers and magazines had the maximum
ad volumes of Consumer Durables in 2006
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Advertising
share of Consumer Durables in Metro, Mini-Metro and Non-Metro
newspapers in 2006
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• Nearly 64% share of ad volumes of Consumer Durables
were in Non-Metro newspapers in 2006
• Metro city newspapers contributed 23% share of ad
volumes
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Top
10 Advertisers of Consumer Durables in Print medium in 2006
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Maximum 9% share of Consumer Durables was garnered by ‘LG
Electronics
• Close competition by Mirc Electronics and Videocon
Industries with nearly 7% share
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Brand Promotion vs Sales Promotions in Consumer Durables
advertising in 2006 |
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•Brand Promotional
ads had the maximum 47% share closely followed by Sales promotion
ads in Consumer Durables
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Monthly
trend of Brand Promotion and Sales Promotion ads in Consumer
Durables in 2006 |
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• Peak in number
of Sales Promotion ads of Consumer Durables in October 2006
• April saw a mini peak by Brand Promotion ads |
Sales
Promotions used by advertisers in Consumer Durables in 2006 |
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• Nearly equal
24% share of Contest and Add-on Promotion ads were used in Consumer
Durables in 2006
• Multiple and Exchange Promotion ads followed with 21%
and 19% share respectively |
Innovative
ad-layout used in Consumer Durables print advertising in 2006 |
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• Maximum usage
of Figure Outline layout by advertisers in Consumer Durables
with 82% share in 2006
• Samsung AirConditioner had the maximum 52% share of
innovative layout ads followed by LG Home Appliances with 16%
share |
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Watch
out for more such analyses in future. |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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