Indiantelevision.com presents AdEx India Analysis
 

Air Conditioners rule TV advt during summer of 05

(23 May, 2006)
 

Key Findings:

  • 'Air Conditioners' advertising grew by mere one per cent in 2005 over 2004 on TV,
  • Q2 2005 had the highest share (87 per cent) of 'Air Conditioners' advertising on TV,
  • Southern Channels aired three per cent of 'Air Conditioners' ads on TV in 2005,
  • 'News Channels' formed 21 per cent of 'Air Conditioners' TV advertising,
  • 'LG Health Zone' of LG Electronics India Ltd was the top brand in 2005 with nine per cent share.

It's the Air Conditioners advertisers who are not complaining about the sweltering months of summer, with consumers flocking to Air Conditioners stores to beat the heat. It is not surprising to see 'Air Conditioners ads' flooding the TV screen during the April-June months. This week, AdEx India brings you how advertisers tried to woo consumers to buy 'Air Conditioners' in 2005.

1. 'Air Conditioners' TV advertising trend from the years 2001-2005

 
 
  • 2004 experienced a growth of 22 per cent over 2003 in 'Air Conditioners' advertising.
  • Air Conditioners advertising grew by a mere 1 per cent in 2005 over 2004 on TV

2. Quarterly advertising trend of 'Air Conditioners' on TV from 2003-2005
 
 
  • 'Air conditioners' advertising peaked during the sizzling months of April-June in 2003-05.
  • Q2 2005 registered the highest share (87 per cent) in 'Air conditioners' advertising on TV.

3. Zonal Share of 'Air conditioners' advertising on TV in 2005
 
 
  • 95 per cent of 'Air conditioners' advertising was in National Channels in 2005.
  • Of all the regional channels, southern channels had the highest share of 3 per cent in 'Air conditioners' advertising.

4. Channel genres and Time bands that made it work for 'Air conditioners' advertising in 2005
 
  • After 'Entertainment Channels' (47 per cent), 'News Channels' had the highest share (21 per cent) of 'Air conditioners' advertising.
  • 33 per cent of 'Air conditioners' ads were aired during the 22:00-01:59 time band in 2005.

5. Share of ad durations used to advertise 'Air conditioners' in the year 2005
 
 
  • 30 seconder and 20 seconder ads were neck to neck with a share of 44 per cent each

6. Top 10 Air conditioners brands and their advertisers in the year 2005
 
 
  • 'LG Electronics India' brands, 'Health Zone' and 'Plasma Gold' acquired the top two positions with nine per cent and six per cent share respectively.

7. New brands of 'Air conditioners' launched in 2005 on TV
 
 
  • A total six brands were launched in 2005, out of which 'Hyundai Bluefin Air Conditioner' had the highest share.

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)
 
 
Go to Top
Click for AdEx India Archives
 
Click here for AdEx India order Form