Digital sees highest growth of Durables sector’s ad volumes in Jan-May

Ad Volumes of the Durables sector climbed by 2.5x during Jan-May’22, compared to Jan-May’20, as per TAM AdEx’s overview of advertising the Durables sector. In the Print medium, the Durables sector’s ad space grew by 3.7x. While on Radio, the ad volumes for this sector saw a growth of 4.7x, and the sector’s ad insertions on the Digital medium saw a growth of 4.9x during Jan-May’22.

Click here to check the Award Categories

TV

Television advertising for the Durables sector climbed 2.5 times and twice as much during Jan-May’22 and Jan-May’21, respectively, compared to Jan-May’20. The Durables sector witnessed 23% growth in Jan-May’22, compared to Jan-May’21.

During Jan-May’22, the top 10 categories and advertisers accounted for more than 80% and 45% of the total ad volumes, respectively. Due to the summer months in Jan-May’22, categories involving cooling equipment such as Air Conditioners, Fans, Air Coolers, and Refrigerators dominated the Durable sector’s list.

Panasonic Smart AC topped the list of Top 10 Brands and Top 10 Exclusive Brands. Over 270 brands advertised during Jan-May’22 on Television, among which the Top 10 brands had 29% share of the Ad Volumes. During Jan-May’22, 150+ exclusive brands advertised under Durables sector and 3 brands were of BPL Ltd and 2 of Electrolux Kelvinator.

Among the most preferred channel genres by the Durables advertisers, the News genre alone accounted for 60% of the sector’s ad volume, with GEC coming in second place. The Top 3 channel genres grabbed 89% of the Ad Volumes’ share for the Durables sector during Jan-May’22. News Bulletin was the most preferred program genre to promote Durables brands on Television. The Top 2 program genres – that is, News Bulletin and Feature Films – together added almost 60% of the sector’s Ad Volumes.

On TV, Prime Time (18:00 to 22:59) was the most preferred time-band, followed by Afternoon. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of the Ad Volumes.

Advertisers of the Durables sector preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together added 97% share of the sector’s Ad Volumes during Jan-May’22.

Print

When comparing Jan-May’21-22 to Jan-May’20, the Ad Space of the Durables sector increased by 2.3 and 3.7 times in the Print medium, respectively. Consumer Durables/ Home Appliances topped among the categories of the Durables sector in Print with more than 30% of the Ad Space’s share. TTK Prestige India was the top advertiser in the sector with 11% share of the Ad Space during Jan-May’21. The Top 10 advertisers accounted for more than 50% share of the Ad Space.

Prestige Range led the Top 10 Brands’ list, while Haier Self Clean Inverter AC led the Top 10 Exclusive Brands’ list. Four brands were present in the Top New and Exclusive list during Jan-May’22 in Print, among which the Top 10 brands had 41% share of the Ad Space. During Jan-May’22, 1,130+ exclusive brands appeared under the Durables sector, compared to Jan-May’21.

38% of the Durables’ ad space was in Hindi language, followed by 27% in English language. The Top 5 Publication languages together added 85% share of sector’s Ad Space. The General Interest publication genre had almost 100% share of the sector’s Ad Space in Jan-May’22.

Among the 4 zones, North Zone topped in Durables advertising with 31% share of the Ad Space during Jan-May’22. Mumbai and New Delhi were Top 2 cities in overall India for advertising in the sector.

63% share of Ad Space in the Durables sector was with various Promotional offers during Jan-May’22. Among the Sales Promotions, Multiple Promotion had highest share of the Ad Space, that is, 47% followed by Discount Promotion.

Over 440 Advertisers advertised with Sales Promotions in the Durables sector. TTK Prestige India had 16% of the sector’s Ad Space among the ads with Sales Promotions during Jan-May’22.

Radio

On Radio, Ad Volumes for the Durables sector saw a spike of 4.7 times in Jan-May’22 over Jan-May’20. Also, ad volumes grew by 14% in Jan-May’22 over Jan-May’21. On Radio, the Top 10 category accounted for 87% of the total Durables Ad Volumes, whereas the Air Conditioners category topped with 30% share of the sector’s Ad Volumes on Radio. The Top 10 Advertisers added more than 55% share of the Ad Volumes during Jan-May’22.

The Top 10 brands added 46% to the overall advertising space of the Durables sector on Radio. Over 70 brands advertised exclusively during Jan-May’22 over Jan-May’21.

As far as state-wide share of Durables advertising on Radio is concerned, Maharashtra state was on top with 24% share of the Ad Volumes, followed by Gujarat with 20% share. On Radio, the Top 3 states occupied more than half of the of ad pie for the Durables sector.

Advertising for the Durables sector was preferred in the Evening and Morning time bands, which together accounted for 72% of the sector’s ad volumes on Radio.

Digital

Ad Insertions of the Durables sector on the Digital medium saw a continuous rise of 3.2 and 4.9 times in Jan-May’21-22 over Jan-May’20, whereas 54% rise was seen in Jan-May’22, compared to Jan-May’21.

On Digital, Consumer Durables/ Home Appliances category was on top with 22% share of sector’s advertising. Top 10 categories added 75% share of the sector’s Ad Insertions on Digital. The Top 10 Advertisers had 62% share of Ad Insertions during Jan-May’22, with Dyson Technology India on top of the list adding 13% share.

As far as utilisation of Creative Types and Digital Platforms in the Durables Sector is concerned, Display Ads had more than 80% share of the sector’s Ad Insertions during Jan-May’22. Among the Digital Platforms, Desktop Display topped with 43% share of Ad Insertions, followed by Mobile Display with 37% share.