Key Findings:

• 103% rise in Microwave Ovens Advertising in '04 compared to '03 on Television.
• Electrolux Kelvinator gets the top position in '04.
• Brands of Top 3 spenders accumulate 99% of the advertising share.

This week, AdEx India looks at 'Microwave Ovens' category. First, let's have a look at Microwave Ovens advertising spends across the years on Television.

• Maximum growth in Microwave Ovens during 1998-2000.
• After a dip of 78% in 2001, category shows growth of 87% & 103% in '03 & '04 respectively.

Let's also look at the Top Advertisers in 2004 & their advertising trend over last 5 years on Television.

• Electrolux Kelvinator tops the advertising with 54% share whereas Kitchen Appliances & LG Electronics with 26% & 20% respectively.
• Electrolux Kelvinator gets the top position in 2004.
• Across the last 5 years, Kitchen Appliances & LG Electronics shows maximum advertising in 2002.

Let's look at the brands advertised by Top 3 Spenders in 2004 on TV.

• Interestingly, the brands of Top 3 spenders accumulates 99% of the share
• Electrolux Nutrition Maxiwave (of Electrolux Kelvinator) tops with 54% of the advertising share
• Kenstar Microwave Oven (of Kitchen Appliances) comes 2nd with 26% of the share

We shall be coming out with similar analyses on other categories in the coming days.