Philips was
the highest spending consumer durable advertiser of 2005
on TV
(18 April, 2006)
Key
Findings:
'Consumer
Durables' formed 8 per cent of FMCG TV advertising in 2005.
The
category registered a mere dip of 0.7 per cent in 2005 compared
to 2004.
2005
recorded an average ad duration of 17.2 secs, while the year
2006 kick-started the first quarter with 18.3 secs.
'Television
sets' were the most advertised Consumer Durable with a share
of 18 per cent in 2005.
"Philips
Electronics India" was the highest spending Advertiser
of 2005 with 8 per cent share while in Q1 '06 "Mirc Electronics"
lead with 12 per cent.
The
North zone had maximum (44 per cent) Consumer Durables advertising.
Long
gone are the days when consumers had a limited choice when it
came to purchasing Consumer Durables. Now, with the bulging list
of new entrants in the category, the consumers have a wider range
to choose from. The obvious outcome as a result of this has been
that FMCG players have had to pump up their advertising initiatives.
This week, AdEx India brings you an update on the advertising
initiatives by the 'Consumer Durables' category on TV.
1. Contribution from 'Consumer Durables' within FMCG TV
advertising in the year 2005.
'Consumer
Durables' contributes 8 per cent share in FMCG TV advertising for
2005.
2.
The trend of the 'Consumer Durables' advertising on TV from the
year 2001-05.
2003
registered the highest growth (35 per cent) over the year 2002.
2005
experienced a dip of less than one percent (0.7 per cent) compared
to 2004.
3.
Quarterly trends of TV advertising by the 'Consumer Durables' category
across 2003-05.
2005
had a sizable share of advertising in the second and the last
quarters.
The
highest contributing year for the second Quarter was 2004 with
34 per cent.
4.
The Average Ad durations of 'Consumer Durables' from the year 2001-2005
and in the first Quarter of 2006.
2001
had the longest avg. ad duration of 20.6 secs while
2005 recorded the lowest avg. ad duration of 17.2 secs.
The
first quarter of 2006 had a good start with 18.3 secs
of average ad duration.
5.
A glimpse of the share of the 'Consumer Durables' sub-categories
in TV advertising in 2005.
'Television
Set' had the highest share of 18 per cent in 2005.
'Lighting
Products' followed in second place with a share of 11
per cent .
6.
Now, the Top Advertisers in the 'Consumer Durables' category
in 2005 and the first quarter of the year 2006.
Mirc
Electronics, fourth in 2005 made a head start with the
highest share of 12 per cent in first quarter of 2006.
Philips
Electronics India Ltd, the highest spender (8 per cent)
of 2005 is in 10th position in 2006 with 3 per cent.
7.
A peek at the TV advertising contribution across market
regions.
Of
all the Zonal markets, the North zone had the highest
share (44 per cent) of Consumer Durables advertising.
We
shall be coming out with similar analyses on other categories
in the coming days.
(Analysis from AdEx India - A Division of TAM Media Research)
