exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesdayand aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at Building, Industrial & Land Materials/Equipment as an industry category.
Building, Industrial & Land Materials/Equipments form an important super category in the Indian economic sector and hence is an integral source of revenue for Advertisement media. Paints and cements have majorly dominated the super category Building, Industrial & Land Materials/Equipment across Television (by almost 60%), Print & Radio. However, other differentiating dominant categories in 2015 have been Corporate -Industrial/b2b in Print and Building Materials/Systems & Pumps in Radio.
Growth in Festive Season
There is a clear growth in TV advertisement duration of the entire category in festive season (Diwali), Week 39-47. Paints have contributed 42% while Protective Coatings added 24% followed by Cement 12% to this growth in the festive season. Cements have more or less remained constant but Paints drove the majority gain.
Year on year trend clearly shows a gain of 28% in 2015, where Asian paints holds the highest share of volume. However, Berger Paints was mainly responsible for such a growth because it increased its TV advertisements by 195% as compared to 2014 festive season.
The top three advertisers majorly focused on Hindi & Bengali language channels by 60% this festive season. Asian paints had 9% of its unique share on Infotainment channels as well, unlike any other player, but didn't have its presence on Assamese channels like Berger Paints & Kansai Nerolac Paints.
Sanitary wares remain heavily promoted category
Sanitary wares witnessed 635% growth from Q2 to Q3 in 2015 contributing 63% to the overall super category growth. There is also a year on year growth trend witnessing 48% as compared to last year Quarter 3. This was mainly because of 4 prominent advertisers--Prayag Exim Pvt Ltd., Hindustan Sanit Ware Indus Ltd., Kohler India Corp Pvt Ltd and Roca Bathroom Products Pvt Ltd., which heavily promoted during this period.
Except Prayag Exim Pvt. Ltd, all players had significant presence on English channels. It was also seen that majority of advertisers preferred News and Movie channels over other genre channels, which could be related to hit their target Male segment.
Print Media Trends
Print media did not witness any special growth in overall super category in Quarter 3 of 2015. However, in Wk 40-44' 2015, there is an escalation which can be attributed to the festive season.
Corporate-industrial/b2b is the top Print contributor from this super category where advertiser Assocham has consistently been present throughout the year, contributing 23% in 2015.
It will be interesting to note that instead of Asian Paints leading, Kansai Nerolac Paints Ltd pushed their print efforts this festive season from Wk 41- 44' 2015, contributing 67% followed by Berger Paints by 19%.
Majorly Hindi Speaking markets had significant contribution with Uttar Pradesh leading. Nerolac Impressions HD Color was the brand where they concentrated 85% of their Print Ad volumes.
When we look at the 2015 print zonal contribution, Kansai Nerolac Paints hardly have any presence in South publications unlike the other major players. Hence this can be an opportunity for the south publications to attract this potential advertiser. Asian paints & Akzo Nobel India invested 9% & 2% in national publications as well. Indigo paints clearly focuses on only Kerala & Assam & North Eastern States.
Radio attracts Paints & Pumps category
Radio clearly witnessed a slag in Q3 but pumped up in Wk 42-47' 2015. Paints and pumps lead by 23% each. Two pump advertisers were responsible for such gain namely Kirloskar Proprietary Limited which shared 52% & La-Gajjar Machineries Ltd which shared 44%. Both the advertisers concentrated on West Zone followed by North Zone radio stations. Pumps is an unusual category to have advertised with such sizeable volume.
It is interesting to see that advertisements of Kirloskar Proprietary Limited only aired on Red FM stations across all cities by a very significant volume, whereas its competition La-Gajjar Machineries Ltd had its spread in 6 parent radio stations including Red FM.
Also, Kirloskar Proprietary Limited & La-Gajjar Machineries Ltd do not advertise on Television channels which can hence turn as an opportunity for the television broadcasters. Top pump advertiser on television-- V-Guard Industries Ltd., also did not advertise on any Radio station in 2015 which can be an opportunity for Radio broadcasters as well.
With new product groups and brands coming up in promoting this season, it will be interesting to see how the existing players reveal their game plan.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx
Period: Jan - Dec 2011 to 21st Nov'2015