Print Ad space for Consumer Durables up 91% during Jan-Mar’21: TAM AdEx

Ad Volumes of the Consumer Durables/ Home Appliances sector on Television grew by 6% during Jan-Mar’21, compared to same period in the previous year. The Top 10 advertisers accounted for more than 95% share of the ad volumes during Jan-Mar’21, with Kent Ro System leading the list. The Consumer Durables/ Home Appliances sector advertised the maximum on the News genre during Jan-Mar’21. This was revealed by TAM AdEx in its overview of advertising by the Consumer Durables/ Home Appliances sector across TV, Print, Radio and Digital during January-March 2021.

Television

On Television, Kent Ro System and Wonder Chef together accounted for more than 60% to the ad volume share of the Consumer Durables/ Home Appliances sector.

More than 10 new brands were observed during Jan-Mar’21 over Jan-Mar’20. These included, Kent Smart Chef Appliances, Faber Platinum Studio, Shreya Home Appliances, Havells Home Appliances, among others.

The Top 2 channel genres on TV together – News and GEC – accounted for more than 75% of the ad volumes share for the Consumer Durables/ Home Appliances sector during Jan-Mar’21. While News had a 52% share, GEC’s share was 25%. The Lifestyle genre followed in the third spot with 18% share.

News Bulletin was the most preferred program genre to promote Consumer Durables/ Home Appliances brands on Television. The Top 2 program genres – that is, News Bulletin and Cookery – together added 55% of the total ad volume share of the category on TV.

Prime Time was the most preferred time-band on TV, followed by the Afternoon time-band. Prime Time, Afternoon & Morning time bands together accounted for 85% share of the ad volumes, with Prime Time’s share towering over others at 49%.

Consumer Durables/ Home Appliances advertisers preferred <20 seconds ad size on TV. <20 seconds and 20-40 seconds ads together covered almost 100% share of the Ad Volumes during Jan-Mar’21.

Digital

A sharp growth of 9x was observed in ad insertions of the Consumer Durables/Home Appliances sector on the Digital medium during Jan-Mar’21, compared to Jan-Mar’20. The Top 10 Advertisers accounted for 87% share of the ad insertions during Jan-Mar’21, with Dyson Technology India leading the list with a share of 19%.

With a share of 51%, the Ad Network transaction method was the most utilised for the Consumer Durables/ Home Appliances ads on Digital, followed by the Programmatic/Ad Network method with a share of 23%.

Print

Print Ad space for Consumer Durables/Home Appliances grew by 91% during Jan-Mar’21, compared to Jan-Mar’20. The Top 10 advertisers accounted for more than 80% ad space share. TTK Prestige India was the top advertiser with 38% share of the overall category’s ad space during Jan-Mar’21, followed by Stovekraft with a 9% share.

In the Print medium, more than 50 new brands were seen during Jan-Mar’21, compared to Jan-Mar’20. Kent Smart Chef Appliances was the top new brand, followed by Iair Range of Products, Kelvinator Durables, One Plus Range of Products, among others.

English language was on top with 34% share of the ad space, while Hindi language was close behind with 32% share of the ad space. The Top 5 Publication languages together added 87% share of the category’s ad space. General Interest publication genre added more than 99% share of the category’s ad space.

Among the 4 zones, South Zone topped for Consumer Durables/ Home Appliances advertising with 35% share in Print during Jan-Mar’21. North Zone had a 28% share, West Zone had a 26% share and East Zone had an 11% share. Chennai and Mumbai were the Top 2 cities in overall India for the category advertising in Print.

75% of the Print Ad Space for the Consumer Durables/ Home Appliances sector comprised of promotional offers during Jan-Mar’21. Among Sales Promotions, Multiple Promotion occupied 67% share of the ad space, followed by Discount Promotion with 18% share during Jan-Mar’21.

Among the advertisers using promotional offers, TTK Prestige India topped with 50% share of the ad space, followed by Stovekraft with a share of 12% and Franke Faber India with a share of 11% during Jan-Mar’21.

Radio

A sharp growth of 2.7x was registered on Radio medium during Jan-Mar’21, compared to Jan-Mar’20 for the Consumer Durables/Home Appliances sector. The Top 10 Advertisers added 96% share of ad volumes during Jan-Mar’21 on Radio.

On Radio, LG Electronics India ruled with 47% of the total ad volumes’ share of the Consumer Durables/ Home Appliances sector. Whirlpool of Indis was in the second place with a share of 10%, while Philips Electronics India and Panasonic India followed with 8% share each.

There were more than 10 new brands observed during Jan-Mar’21 over Jan-Mar’20 on Radio. Whirlpool Durable Range was the top new brand on the Radio medium in Jan-Mar’21.

The Top 3 states – Andhra Pradesh, Maharashtra and West Bengal – occupied almost half of the ad pie for the Consumer Durables/ Home Appliances sector. Andhra Pradesh state was on top with 17% share of the ad volumes, followed by Maharashtra with 16% share and West Bengal with 14% share.

Advertising for the Consumer Durables/Home Appliances sector was preferred in the Afternoon and Morning time-bands on Radio. 68% share of the Consumer Durables/Home Appliances ad volumes were in the Afternoon and Morning time-bands during Jan-Mar’21.