Last week, we had seen the trend of the Refrigerators category on Print Advertising. The most important thing, which came out from that was that Refrigerators was a falling category on Print. With the summer in full swing, we decided to do an in-depth analysis on another similar category from the Durables family-Air Conditioners. Let's first see how the spends on this category have been like since 2000.

The graph clearly indicates that like Refrigerators, Air Conditioner Advertising too has fallen as compared to Year 2000. But, the drop of 12% shown by this category is lesser than that of Refrigerators, which fell by nearly 35%.

Like Refrigerators, Air-Conditioners is also expected to show seasonal characteristics on Print Advertising. Let's look at below graph showing the Quarter-Wise trends since 2000 to check whether this is true.

The graph overwhelmingly confirms that "Air Conditioners" is a seasonal category on Print advertising. The Spends during the second quarter every year, when the Sun God shines relentlessly, form the tallest block amongst all quarters. The graph also suggests that advertising activity in this category is initiated in the first Quarter, which peaks during the Second Quarter and dies down in the last two Quarters.

Let's now have a look at the share of Retail advertising (advertisements released directly by dealers and not by the manufacturer) in this category.

The graph is a comparison of the share of Retail Advertising in the Air Conditioners category with that of Retail Advertising as a whole. The first thing, which is evident, is that the share of Retail Advertising of the Air-Conditioners category has always been higher compared to All Retail Advertising over the past few years. The second thing, which is more important, is that this is actually rising, standing at nearly close to 7% in 2003, while the share of All Retail Advertising has been more or less stagnant, with a share hovering around the 2% mark.

We shall come out with similar analyses on this category in the coming few weeks. Keep Watching...!