Durables sector sees over 3.5x growth in Digital ad volumes in Jan-Apr 2021: TAM AdEx

More than 3.5x growth was observed in ad insertions of the Durables sector on Digital medium during Jan-Apr’21, compared to Jan-Apr’20, as per TAM AdEx data. Ad Volumes of the Durables sector on Television grew by 2.3x during Jan-Apr’21, compared to Jan-Apr’20.

Television

The Top 5 categories accounted for 59% of the Durables sector’s Television ad volume share. The Top 10 advertisers added more than 50% share of ad volumes with Bajaj Electricals at the top of the list. 165 new brands appeared in Jan-Apr’21 over Jan-Apr’20. Panasonic Air Conditioner (the top new brand) belonged to the Air Conditioners category and Atomberg Fan from Fan category was 2nd among the new durables sector brand.

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The News genre (60%) topped during Jan-Apr’21, followed by the GEC genre (18%) for Durables sector advertising. The Top 2 Genres together contributed 78% share of the ad volumes.

With a share of 43%, News Bulletin was the most preferred program genre to promote Durables brand on Television. The Top 3 program genres, that is, News Bulletin, Feature Films and Drama/Soaps, together added 66% of the total TV ad volume share of the Durables sector.

Prime Time was the most preferred time-band followed by Afternoon. Prime Time, Afternoon & Morning time bands together added more than 70% share of ad volumes. Advertisers of Durables sector preferred 20 - 40 seconds ad size. 20-40 seconds and <20 seconds ads together covered 98% share of the Ad Volumes in Jan-Apr’21.

Digital

More than 3.5x rise was observed in ad insertions of the sector on Digital medium during Jan-Apr’21, compared to Jan-Apr’20. On the Digital medium, Vacuum Cleaners category was on top with 21% of the sector’s ad insertions. The Top 10 Advertisers accounted for 72% share of the ad insertions during Jan-Apr’21, with Dyson Technology India (26% share) leading the list.

Ad Network topped with 49% share of Durables’ ad insertions in Digital medium during Jan-Apr’21, followed by Programmatic method in the 2nd place with 25% share.

Print

Print Ad space for Durables grew by 2.4x during Jan-Apr’21, compared to Jan-Apr’20. The Consumer Durables/ Home Appliances category dominated the Durables sector, solely accounting for 42% of the sector ad space in Jan-Apr’21. TTK Prestige India was the top advertiser with 17% share of ad space. The Top 10 advertisers added more than 50% of the sector’s ad space share.

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In the Durables Sector, more than 995 new brands seen during Jan-Apr’21 over Jan-Apr’20. Haier Inverter Expert AC was the top new brand, followed by Kent Smart Chef Appliances.

Hindi language topped with 36% share of sector’s ad space, followed by English with 27% share. The Top 5 Publication languages together added 83% share of ad space. General Interest publication genre ruled with 98.6% share of sector’s ad space.

South Zone topped in Durables with 34% share of ad space during Jan-Apr’21, closely followed by North Zone. Chennai and New Delhi were the Top 2 cities in overall India for the sector advertising in Print.

Sales Promotion had more than 55% of the sector’s ad space during Jan-Apr’21. Among Sales Promotions, Multiple Promotion occupied 49% share of the ad space, followed by Discount Promotion with 35% share.

Among the Sales Promotion’s advertisers, TTK Prestige India topped with 25% share of the ad space, followed by Haier Appliances (India) during Jan-Apr’21.