Laptops & Notebooks’ Digital ads up 60% in Jan-Aug’21, TV ads see 4% dip: TAM AdEx

The Laptops/ Notebooks category saw the highest growth in ad volumes during Jan-Aug’21 in the Digital medium at 60%, followed by Radio medium, where the ad volumes growth stood at 40%, as per TAM AdEx overview of the Laptops/ Notebooks category advertising across TV, Print, Radio and Digital. On Digital, Dell Computer Corporation and Dell Vostro 14 5000 Series were the top advertiser and brand, respectively.

Digital

On Digital medium, ad insertions increased sharply by 60% during Jan-Aug'21 (till August 24), compared to Jan-Aug’20 for the Laptops/ Notebooks category.

With 79% share of the ad insertions, Dell Computer Corporation was the top advertiser of the Laptops/ Notebooks category in Digital during Jan-Aug’21. Lenovo followed in a distant second position with a 6% share of the ad insertions.

Nine of the Top 10 brands belonged to Dell Computer Corporation, with Dell Vostro 14 5000 Series garnering a share of 18%, followed by Dell Vostro 5000 Series with a 10% share. The Top 10 brands had 70% share of the ad insertions.

During Jan-Aug’21, Display advertisements were done the maximum on Digital medium at 88%, while Video ads had a 12% share. On Digital medium, Desktop and Mobile Display had more than 85% share of the ad insertions during Jan-Aug’21.

Radio

Laptops/ Notebooks advertising saw a growth of 40% in Jan-Aug’21, compared to Jan-Aug’20. Among advertisers, Apple Computer India topped the list with 80% share of the Radio ad volumes in Jan-Aug’21. Meanwhile, Apple Macbook was the top brand with 80% share of the ad volumes, followed by Avita Laptops with 9% share.

Delhi state was on top with 23% share of the ad volumes, followed by Maharashtra with 21% share. The Top 2 states occupied more than 40% of the ad pie for Laptops/ Notebooks category.

Advertising on Radio was preferred in the Evening time-band, followed by Morning and Afternoon. More than 70% share of the ad volumes for the Laptops/ Notebooks category were contributed by the Evening and Morning time-bands.

Television

On the other hand, when comparing Jan-Aug’21 to Jan-Aug’20, ad volumes in the Laptops/ Notebooks category on Television dipped by 4%. Only two advertisers advertised under category during Jan-Aug’21, with Lenovo leading the list with a share of 52%. Hewlett Packard India was the other advertiser during this period and garnered a share of 48%. Lenovo Yoga was the Top brand during Jan-Aug’21, with 52% share of the TV ad volumes. HP Envy was placed second with a share of 27%.

Movies genre alone had 39% of the category’s ad volumes, followed by News in the 2nd position with a share of 17%. The Top 3 channel genres – Movies, News and Infotainment – grabbed 73% of the TV ad volumes for the Laptops/ Notebooks category during Jan-Aug’21.

With a share of 40%, Feature Films was the most preferred program genre to promote Laptops/ Notebooks on Television. The Top 3 program genres – that is, Feature Films, News Bulletin and Film Songs – together added more than 60% of the category ad volumes.

On TV, Prime Time was the most preferred time-band, followed by Afternoon. Prime Time, Afternoon, and Morning time bands together added 70% share of the TV ad volumes.

Advertisers of the Laptops/ Notebooks category preferred 20-40 seconds ad size on TV. <20 seconds and 20-40 seconds ad size together added 94% share of the category ad volumes during Jan-Aug’21.

Print

In Print medium, ad space of the Laptops/ Notebooks category grew by 18% during Jan-Aug’21 over Jan-Aug’20. Hewlett Packard India and Asustek Computer were the Top 2 advertisers of Laptops/Notebooks category, which together contributed more than 65% share of the ad space in Jan-Aug’21. HP Laptop was the top brand with 17% share of the ad space, followed by HP Elitebook 840 G7 with 16% share. The Top 10 Brands comprised of 3 brands of Asus and 2 brands each of HP and Apple.

During Jan-Aug’21, English language topped with 83% share of the Laptops/ Notebooks’ ad space, followed by Hindi with just 5% share. The Top 5 Publication languages together added 97% share of the category ad space. General Interest publication genre dominated with 71% share of the print ad space.

South Zone topped with 38% share of the ad space during Jan-Aug’21, closely followed by West Zone with a share of 28%; North Zone had a share of 23%, while East Zone had a share of 11%. Mumbai and New Delhi were the Top 2 cities in overall India for category advertising in Print.

Sales Promotion had 38% share of the Laptops/Notebooks category during Jan-Aug’21. Among advertisers using Sales Promotions, Apple Computer India topped with 61% share of the ad space, followed by Hewlett Packard India with 30% share during Jan-Aug’21.

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