Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Snapshot
on Advertising by Consumer Durables on Print in H1 07 |
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Highlights:
• Ad volume of consumer durables on print dropped
by 2% during H1'07 over H1'06.
• In the consumer durable sector, Television
Sets had major advertising share i.e. of 34%.
• Vacuum Cleaner ad volumes grew 19
times in H1’07 as compared to H1’06.
• South zone publications led the consumer
durable advertising with 37% share.
• ‘Mirc Electronics’ and
‘Samsung India’ both occupied
the number one position with equal share of 10% each.
• Samsung Bordeaux Art LCD TV’
was the highlight of the new brand launches on Print.
• Consumer Durables advertisers
used maximum of Exchange Promotion campaign.
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This
week, AdEx India analyses the advertising trends of Consumer
Durables on Print in the first half of 2007 (Note: The entire
analysis is based on Volumes Column Centimeters)
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| Volume
Growth in Consumer Durables sector advertising
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Approx. equal ad frequency per day by Consumer Durables in the
first half of 2006 and 2007 i.e. nearly 400 ads per day.
• Consumer Durables sector had a 4% share in overall advertising
on Print in H1 07. |
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Categorization of advertising by Consumer Durables
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Television Sets took the league with 34% share in the print
advertising followed by AC’s and Refrigerators with 11%
and 8% share respectively.
• Mirc Electronics, Samsung India and Sansui India were
the Top 3 players in Television Sets in H1 07.
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| Top
5 Categories with the maximum growth in H1 07
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• Out of
43 categories in Consumer Durables, 26 of the categories recorded
growth in its ad volumes during H1’07.
• Eureka Forbes (with 99% of advertising share in the
category) was the main growth contributor in Vacuum Cleaners.
• Philips electronics contributed an advertising growth
of 18 times in the Electric Iron category.
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Zone
wise contribution in H1’07 |
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Consumer durables advertised max in the South zone publications
with 37% share, followed by the publications from West zone
with 29% share.
• Nearly 50% of advertising contributed by Television
Sets and Air Conditioners in South and West zone each.
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Newspapers
and Magazine Genres in H1 ’07 |
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“News/Current Affair” Magazines had nearly 52%
of ad volumes from Kitchen/Household products, Television
Sets and Non stick cookware.
• Kitchen/Household Products, Water Purifiers/filters
and Pressure Cookers were the Top 3 categories in “Women”
based magazines.
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The
Key players on Print in the first half of 2007 |
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There was a tie between Mirc Electronics and Samsung India
with equal share in H1 07.
• 90% of advertising by Mirc Electronics in Television
Sets (with brands like Onida Pure Flat TV, IGO Flat TV etc.)
and Air Conditioners (with brands like Onida Air Conditioner,
Onida Cool Point etc.).
• Samsung India focused their
advertising on Television Sets and Refrigerators.
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New
Brands advertised in Consumer Durables |
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• Overall there
were 647 new brands launched on Print during H1’07.
• The Top 10 list was a mix of AC’s, Water Purifiers/Filters
and Range of Kitchen/Household Products.
• 3 new Air Conditioners brands were in the Top 10 list.
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Share
of Promotions on Print in H1 07 |
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• Consumer
Durables used 31% of sales promotional ads during H1’07.
• Maximum usage of Sales Promotional
ads by Television Sets.
• Exchange Promotion was most widely
used by Durables followed by Multiple Promotion and Add on Promotions.
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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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