Radio ad volumes for Durables see sharp increase of 3x in Jan-Aug’21: TAM AdEx

Advertising Volumes for the Durables sector on Radio saw a sharp increase of nearly 3x in Jan-Aug’21 over Jan-Aug’20, as per TAM AdEx overview of Durables sector advertising across Print, TV, Radio and Digital. Ad Insertions of the Durables sector on Digital medium saw a large increase of 2.3x in the same period.

TV

TV advertising volumes for the Durables sector grew by 74% in Jan-Aug’21, compared to Jan-Aug’20. During Y 2021, month of April saw a sharp surge in Ad Volumes for the Durables sector, in which Ad Volumes grew by 40% over Mar’21.

The Top 10 Categories contributed 73% share of the TV Ad Volumes, with Air Coolers and Fans topping the list. Over 190 Advertisers advertised for 370+ brands under the Durables sector on Television. The top 10 advertisers had 46% share of the TV Ad Volumes during Jan-Aug’21, among which Bajaj Electricals topped the list with 7% share. Over 370 brands advertised during Jan-Aug’21 on Television, among which the Top 10 brands had 35% share of the Ad Volumes. During Jan-Aug’21, there were 220+ exclusive brands advertised under Durables sector, compared to Jan-Aug’20.

With more than 55% share, News was the most preferred channel genre for promoting Durables brands. GEC channels ranked 2nd with 20% share of the TV Ad Volumes. The Top 3 genres had more than 90% share of the Television Ad Volumes for the sector. Among the Program genres on Television, News Bulletin was the most preferred program genre, with 40% share of the Ad Volumes for the Durables sector. The top 5 genres together had 76% share of the TV Ad Volumes in Durables sector advertising during Jan-Aug’21.

Prime Time, with 36% share of the Ad Volumes, was the most preferred time band for promoting brands of Durables sector. More than 70% of advertising of the Durables sector was aired during Morning, Afternoon and Prime Time Bands.

20-40 seconders were the most preferred by the advertisers of the Durables sector. 20-40 seconds and <20 seconds ads together added 99% share of the sector’s Ad Volumes during Jan-Aug’21.

Print

Durables sector’s Ad Space in Print medium grew by a sharp 2x during Jan-Aug’21, compared to Jan-Aug’20. In Y 2021, months of May-Jun saw a dip in the Advertising, whereas during Jul-Aug the Ad Volumes saw a sharp rise.

Among the categories, Consumer Durables/ Home Appliances led the list with 44% share, followed by Air Conditioners. More than 1,300 advertisers advertised across 1,900+ brands under the Durables sector, with TTK Prestige India leading the list with 18% share of the Print Ad Space. The top 10 brands added 40% to the overall advertising space of Durables sector in Print. Over 1,380 brands advertised exclusively during Jan-Aug’21 over Jan-Aug’20. Prestige Range topped among the Top 10 Brands, while Haier Inverter Expert AC led the list of the Top 10 Exclusive Brands.

Among the Publication Language, Hindi publications (34%) had the highest share of the Ad Space, followed by English (30%). General Interest Publications garnered 98% share of the Print Ad Space.

Publications from the South (34%) and North (31%) Zones together added more than 60% share of the Print Ad Space from Durables sector during Jan-Aug’21. Mumbai and New Delhi were the top 2 cities at an All India level for Durables sector advertising.

57% share of Ad Volumes from Durables sector in Print was with various Promotional offers during Jan-Aug’21. Among Sales Promotions, Multiple Promotion had the highest share of Ad Volumes at 54%. At 28%, TTK Prestige India had more than one-fourth of the Ad Volumes among the ads with Sales Promotions during Jan-Aug’21. More than 500 Advertisers did Print advertising with Sales Promotions in Durables sector.

Radio

On Radio, Advertising Volumes for the Durables sector saw a sharp increase of nearly 3x in Jan-Aug’21 over Jan-Aug’20. Looking at the monthly trend, Mar’21 saw a jump in the share of Ad Volumes for Durables sector. Mar’21 had 3.5x more Ad Volumes, compared to Feb’21 for the sector.

On Radio, the Top 10 categories advertised under the Durables sector had more than 80% share of the Ad Volumes during Jan-Aug’21. The Top 10 Advertisers added 56% share of the Ad Volumes during Jan-Aug’21, among which Philips Electronics topped with 13% share. More than 170 brands were advertised during Jan-Aug’21 on Radio, among which the Top 10 brands had 45% share of the Ad Volumes. During Jan-Aug’21, there were 120+ exclusive brands advertised under the Durables sector, compared to Jan-Aug’20. Philips Mixer led both the Top 10 Brands’ list as well as the Top 10 Exclusive Brands’ list.

On Radio, the Top 3 states occupied more than 55% of the ad pie for the sector. Gujarat state was on top with 30% share of the Ad Volumes, followed by Maharashtra with 17% share in Jan-Aug’21 for the Durables sector. Advertising for the Durables sector was preferred in the Evening time, followed by Afternoon. Evening, Afternoon and Morning time bands together had 98% share of Radio advertising for the sector.

Digital

Ad Insertions of the Durables sector on Digital medium saw a large increase of 2.3x in Jan-Aug’21 over Jan-Aug’20. The months of Mar’21 and Aug’21 had almost equal share of Ad Insertions for the Durables sector, that is, 16%. In Y 2020, month of August saw 3x rise in Digital Ad Insertions compared to July.

On Digital medium, the Top 10 categories advertised under the Durables sector had more than 80% share of the Ad Insertions during Jan-Aug’21. Consumer Durables/ Home Appliances was the most advertised category with 19% share. The top 10 Advertisers added 64% share of the Ad Insertions during Jan-Aug’21, among which Dyson Technology India topped with 19% share. In the Durables sector, 1,000+ brands were advertised during Jan-Aug’21 on Digital, among which the Top 10 brands had 42% share of Ad Insertions. During Jan-Aug’21, there were 730+ exclusive brands registered under Durables sector, compared to Jan-Aug’20 on Digital medium.

Display Ads had more than 81% share of the total Ad Insertions by the category during Jan-Aug’21. Among the Digital Platforms, Desktop Display topped with 45% share, followed by Mobile Display with 35% share.