Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Trends
in advertising of Summer Cool categories in Print |
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Highlights:
• 7% growth in advertising of Summer Cool
categories in 2006 over 2005
• Nearly 50% of ad volumes were contributed by the
2nd quarter in 2005-06
• Maximum ad volumes used by Summer Cool categories
in General Interest genre Newspapers and Women’s genre
of Magazines
• Air Conditioners and Refrigerators topped advertising
in 2006
• ‘Ice Creams/Frozen Desserts’ saw the
maximum growth in ad volumes
• LG Intello Cool and Godrej Refrigerators were the
Top brands
• Among Sales Promotions, Contest Promotion was most
widely used by Summer Cool brands
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This
week, AdEx India looks at the advertising trends of Summer
Cool categories in Print in 2006. (Note: The entire analysis
is based on Volumes in Column Centimeters)
The categories taken into consideration for the analysis are
as follows: |
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| Growth
in advertising of Summer Cool categories in Print in 2006
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• Advertising
of Summer Cool categories registered a growth of 7% in 2006
compared to previous year
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Seasonality trend in advertising by Summer Cool categories
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High peak in advertising by Summer Cool brands in the second
quarter across 2005 and 2006
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| Growth
in advertising of Summer Cool categories across Jan–Apr
’07 compared to the same period of previous year
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• A dip
of 3% in ad volumes of Summer Cool categories in Jan–Apr
’07 over Jan–Apr ’06 mainly because of lesser
advertising by Talcum Powders, Hair Oils and Toilet Soaps
in Print
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| Genre
of Newspapers & Magazines used by Summer Cool categories
in 2006 |
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•
General Interest genre newspapers had the maximum share of ad
volumes by Summer Cool categories
• Among Magazines,
Women genre with 35% share was way ahead of News/Current Affairs
which came in 2nd with a share of 18% |
Segments
of Summer Cool categories in Print |
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Air-conditioners were the lead runner with 25% share closely
followed by Refrigerators with 23% share
• Aerated Soft Drinks was at 3rd place with 12% share
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Summer
Cool categories with the maximum growth in ad volumes in Print |
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2006 saw maximum 1.4-time growth in ad volumes of Ice Creams
over the previous year
• Aerated and Non-Aerated Soft Drinks tied with almost
equal growth of 1.1 times in 2006
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Top
Summer Cool brands in 2006 |
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Competition between LG Intello Cool and Godrej Refrigerators
with almost equal share of 7% for the Top position
• Videocon came at third place with 6% share
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New
launches of Summer Cool brands in Print |
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Overall 157 new brands were launched by Summer Cool categories
in Print in Jan-Apr ’07
• 5 of the Top 10 new entrants belonged to Air-conditioner
category and 3 of the brands were in the Ice Creams category
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Promotions
used by Summer Cool categories in Print in 2006 |
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Brand Promotions had the largest share of the pie by Summer
Cool categories in 2006. However, Sales promotions had 36%
in its kitty
• In Sales Promotions, Contest Promotions were preferred
the most, closely followed by Add-on promotions
• Maximum usage of Sales Promotions by LG Intello Cool
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Summer
Cool brands using Innovative layout ads |
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More than 50% of Innovative layout ads were of Himani Navratna
in Print in 2006
• Maximum usage of Figured Outline layout ads by Summer
Cool brands
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| Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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