Consumer Durables
advertising on TV in the year 2006
(16 January, 2007)
Key
Findings:
28
per cent rise in ad volumes of Consumer Durables on TV in 2006
over the previous year.
Television
Sets garnered the maximum share in advertising volumes on TV
in the year 2006.
Most of the ad volumes of Consumer Durables in Hindi news and
Regional GEC genre in 2006.
Peak
in Consumer Durables advertising in the month of October on
TV in the year 2006.
Mirc
Electronics topped Consumer Durables advertising on TV.
Refrigerators
and Washing Machines saw the maximum celebrity endorsements.
Nearly
equal advertising share by Kajol and Ajay Devgan in endorsing
Consumer Durables.
This
week, AdEx India looks at the advertising trends in Consumer Durables
sector in the year 2006.
Growth
in Consumer Durables advertising on TV in the year 2006 compared
to previous year.
2006 saw a 28 per cent rise in ad volumes of Consumer Durables
on TV compared to the year 2005.
Channel
Genre used by Consumer Durables advertisers on TV in the year 2006.
Hindi
News used maximum by the Consumer Durables advertisers in the
year 2006 followed by Regional GEC genre of channels.
Monthly
advertising trend in Consumer Durables on TV in the year 2006.
Highest
spike in number of ads of Consumer Durables in the month of
October in the year 2006.
Range
of Durables, Microwave Ovens, Portable Gensets etc. had the
maximum advertising skewed in October on TV in the year 2006.
Also,
a mini peak was seen in the month of April due to high advertising
by Air Conditioners, Air Coolers etc.
No.
of sub-categories in Consumer Durables: 43
Top 10 sub-categories of Consumer Durables on TV in the year 2006.
50
per cent of the Consumer Durables ad volumes was contributed
by the Top five sub-categories on TV in the year 2006.
Sub-categories
with the maximum growth in ad volumes on TV in 2006 over
2005.
Portable
Gensets saw the maximum twenty times growth in ad volumes
followed by Power Backup Systems with eight times growth
in the year 2006 over 2005.
Top
ten Advertisers in Consumer Durables sector on TV in the
year 2006.
Top
ten Advertisers contributed 35 per cent share of Consumer
Durables ad volumes.
Mirc
Electronics topped with 5 per cent share followed by
nearly equal share of ad volumes by LG Electronics,
Videocon Industries, TTK Prestige India and Whirlpool
of India.
Exclusive
Advertisers on TV in the year 2006.
Among
the exclusive Top ten advertisers on TV, Pidilite Industries
topped in the year 2006.
New
Advertisers of Consumer Durables on TV in the year 2006.
Among
the new entrants, Ajanta Manufacturing Ltd was on Top
followed by Kent R O Systems on TV in the year 2006.
Top
five sub-categories with the maximum count of new brands
launched on TV in the year 2006.
39
per cent of total new brands launched in the Consumer
Durables sector in 2006 were contributed by the Top
five sub-categories.
Television
Sets had the maximum count of new brands followed by
Range of Kitchen/Household Products in the year 2006.
Top
five sub-categories of Consumer Durables endorsed by Celebrities
on TV in the year 2006.
Among
the Consumer Durables categories, Refrigerators and
Washing Machines had the maximum share of advertising
endorsed by celebrities on TV in the year 2006.
Top
ten Celebrities endorsing Consumer Durables brands on TV
in the year 2006.
Kajol
and Ajay Devgan endorsed the same brands of Whirlpool
of India in the year 2006.
2006
also saw cricketers and TV actors in the Top ten list.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
