Air-conditioners advertising in Print medium in 2005: AdEx
study
May 25, 2006
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Key
Findings:
• Air-conditioners advertising
grew by 18% in 2005 compared to 2004
• 2nd Quarter
of 2005 got 62% of Air-conditioner advertising in Print
• 34% of Air-conditioner advertising was in Northern publications
• Weekly publications featured 11% of Air-conditioner
ads
• Blue Star was the highest spending brand
• 18% of Air-conditioner ads used Add-on promotions in
2005
Air-conditioner advertisers are
not complaining about the sweltering summer months, with consumers
flocking to AC stores. It is not surprising to find Air-conditioner
ads flooding newspapers and magazines during April-June. This
week, AdEx India takes a look at how advertisers tried to
woo consumers in 2005. |
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| 1.
Trends in Print advertising in Air-conditioners category from
2001 to 2005:
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• 2004 experienced
a growth of 6% compared to 2003 in Air-conditioner Print advertising.
• Air-conditioner advertising grew by 18% in 2005 in Print
2.Quarterly trend of Air-conditioner print advertising from
2003 to 2005: |
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• Q2 2003 had the highest share (70%) of AC print advertising
• Q2 of 2005 cornered 62% of AC print advertising
3. Zonal shares of Air-conditioners category in Print advertising
in 2005:: |
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34% of AC advertising went to North Zone publications
• West Zone was close behind with 30% share
4. Publication periodicity and the type of ads AC advertisers
preferred in 2005: |
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•
Daily publications got 86% of AC advertising, followed by Weekly
publications (11%)
• 55% of AC ads were in B/W and
the rest in Colour in 2005
5. Top 10 AC brands advertised in 2005: |
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•
‘Blue star’ of Blue Star Ltd had the highest share
of 6% in 2005
• ‘Videocon Air-conditioner’
followed closely with 5% share
6. Print ad trends of AC brands launched in 2005 compared to
2002-04: |
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•
‘Samsung Silver Nano’ led the chart of Top 5 new
brands in 2005
• In total, there were 20 new brands
introduced in 2005 compared to 2002-04
7.Share of types of promotions utilized to advertise Air-conditioners
in Print in 2005. Sales promotions are promotional efforts designed
to have an immediate impact on sales, for example, Add-on Promotion,
Contest promotion, etc. |
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•
Add-on promotions had the highest share (18%) among all Sales
Promotions used. An add-on promotion is where, on the purchase
of a product, another product (same or different) is offered
for free. E.g., one electric kettle free on the purchase of
a 2-tonne AC.
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We
will be coming out with similar analyses on other categories
in the coming days. |
| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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