Overview of
Advertising in Home Appliances sector on TV
(12 June, 2007)
Key
Findings:
Home
Appliances garnered 63 per cent of ad volumes in Durables sector
on TV in the year 2006.
Ad volumes of Home Appliances sector shoot up by 42 per cent
in 2006 over previous year.
Heavy
advertising in the month of October.
11
per cent rise in ad volumes registered by Home Appliances in
January - April 2007.
Maximum
advertising on News channels.
Nearly
50 per cent share garnered by Air Conditioners and Television
Sets.
Vacuum
Cleaners saw a huge 17.2 times growth in ad volumes.
Jump of five places by 'Videocon Industries' to the Top one
position in January - April 2007.
This
week, AdEx India looks at the advertising trends of Home Appliances
sector on TV.
Contribution
of Home Appliances in Consumer Durables Industry on TV in 2006.
Home Appliances segment accounted for 63 per cent share of ad
volumes in Consumer Durables on TV in the year 2006.
Other
Durables includes 21 categories where Lighting Products and
Electrical Switches/Parts were the lead runners.
Growth
in ad volumes of Home Appliances sector in 2006.
42 per cent more ad volumes registered by Home Appliances on
TV in the year 2006 compared to previous year.
A
high 25 times growth in advertising by Portable Gensets in 2006,
followed by Gas Stoves and Electric Irons with 5.1 and 3.3 times
growth.
Seasonality
trend of advertising by Home Appliances on TV across 2005-2006.
The
month of October saw high volumes by Home Appliances followed
by a small peak in the month of April across the years 2005
- 2006.
Festive
month saw heavy advertising by Whirlpool of India (for Washing
Machine and Range of Durables) along with Godrej for 'Godrej
EON Refrigerator' brand.
Growth
in ad volumes of Home Appliances Sector in January - April 2007.
11
per cent rise in ad volumes of Home Appliances on TV
(with nearly 52 per cent of ad volumes accounted by
brands that advertised during January - April 2007 which
were not present in January - April 2006).
Share
of National and Regional Channels during Januarys - April
2007.
Nearly
40 per cent of advertising by Home Appliances was on
Regional channels in January - April 2007.
Interestingly
there were more no. of brands advertised on Regional
channels (261) compared to National channels (145).
Godrej,
HLL and Kitchen Appliances Pvt Ltd were the top three
advertisers on Regional channels.
Channel
Genres used by Home Appliances segment in January - April
2007.
News
channels had the largest 48 per cent share of ad volumes
by Home Appliances in January - April 2007, where Hindi
News contributed the max 26 per cent share followed
by English and Regional news channels.
With
29 per cent share of overall ad pie GEC came in at second
place wherein Regional GEC had the maximum chunk of
ad volumes.
Compared to January - April 2006, Religious channel
genre exhibited the max. 2.2 times growth in January
- April 2007.
Share
of Categories of Home Appliance Sector.
Air Conditioners with 27 per cent share was leading
with max. slice of Home Appliances ad pie, followed
by Television Sets with 21 per cent share.
Interestingly
Television Sets and Fans advertised with high no. of
brands in their kitty i.e. 54 and 35, compared to 26
brands of Air Conditioners.
Top
five Growing categories of Home Appliances sector on TV.
With 17.2 times growth in its ad volumes Vacuum Cleaners
was way ahead of its peers in the race.
Vacuum
Cleaners saw high advertising by Eureka Forbes (nearly
seven times more advertising in January - April 2007)
Rank
shift of Top Advertisers of Home Appliances Sector.
Nearly 60 per cent share was accounted by the Top 10
advertisers in Home Appliances sector.
Eight
out of top 10 advertisers in January - April 2007 moved
up the ladder compared to their positioning in January
-April 2006.
Top
advertisers with max. leap up were Godrej and HLL.
January
- April 2007 saw launch of 'Godrej EON Air Conditioner'
and high advertising (i.e. 92 per cent more ad volumes)
by HLL's 'Pure It Water Purifier'.
New
brands launched in Home Appliances Sector during January
- April 2007
Overall 40 new brands were launched in Home Appliances
on TV in January - April 2007, where Television Sets
and Range of Kitchen/Household products had six new
entrants each.
Two
new entrants by Air Conditioners, Refrigerators and
Television Sets in the top 10 list.
Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India - A Division of TAM Media Research)
Home
Appliances garnered 63 per cent of ad volumes in Durables sector
on TV in the year 2006.
