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Indiantelevision.com presents AdEx India Analysis


Snapshot on Advertising by Consumer Durables on TV in H1 2007 (28 August, 2007)

Key Findings:

Consumer Durables sector advertised maximum in the second and fourth quarter of 2005-2006.
There was a rise of 22 per cent in advertising by Consumer Durables Industry on TV in H1 2007 over H1 2006.
Air Conditioners had a 14 per cent share in the overall consumer durable sector advertising.
Vacuum Cleaners stood out with the highest growth in advertising in H1 2007.
Consumer Durables followed a ratio of 64:36 on National and Regional channels.
Hindi News and Regional GECs saw the maximum advertising by Consumer Durables.
'Godrej' topped the advertisers chart.
Prime time was the preferred time band.

This week, AdEx India analyzes the advertising trends of Consumer Durables sector on TV in the first half of 2007.

Quarterly trend of advertising by Consumer Durables Industry on TV.

Consumer Durable advertising peaked during second and the fourth quarter of 2005-2006.
The fourth quarter of 2006 saw an approximate rise of 65 per cent in ads as compared to the previous quarter in the same year.

Volume Growth in Consumer Durables Sector advertising.

Consumer Durables had a three per cent share in the overall advertising on television in H1 2007.
The first half of 2007 (January - June) saw a rise of 22 per cent in the overall ad volumes of Consumer Durable sector on TV as compared to the same period in 2006.
There was 17 per cent increase in the number of consumer durable advertisers in H1 2007 compared to H1 2006 on TV.

Segmentation of advertising by Consumer Durables.

Air Conditioners took the league with 14 per cent, Inverters followed with 11 per cent share.
Television Sets and Fans both stood at third position with 10 per cent share each.

Consumer Durables with the maximum growth in advertising.

Vacuum Cleaners saw a growth of 275 times in advertising volumes on TV in H1 2007 over H1 2006, in this category 'Eureka Forbes' was the main contender.
Boosters/Antenna/Channel Receivers had a growth of 113 times.

Contribution of National and Regional channels in advertising by Consumer Durables Industry in H1 2007.

Air Conditioners, Inverters, Television Sets etc. mainly advertised on National channels.
Fans, Water Purifiers/Filters and Electrical Switches/Parts were the main consumer durables with maximum share on Regional channels.

Share of Channel Genres in H1 2007.

Hindi News channels saw high advertising by Air Coolers, Inverters, Power Backup Systems in H1 2007.
Refrigerators, Electrical Switches and Water Purifiers/Filters were the Top three categories on Regional GECs.

The Top 10 players on TV in H1 2007 vs. H1 2006.

The Top 10 players contributed 34 per cent of ad volumes on TV in H1 2007.
Godrej had no advertising in H1 2006 but took the number one position in H1 2007.
Philips Electronics India and Kitchen Appliances both escalated up by 18 places.

Time Band preferred by Consumer Durables.

Consumer Durables advertised maximum in Prime time and Night time band on TV in H1 2007
Prime time saw 90 per cent more advertising as compared to the Evening time band.

Watch out for forthcoming interesting analyses in future.

(Analysis from AdEx India - A Division of TAM Media Research)