TV ad volume of the durables category rose by 2.1 times in 2022 compared to 2020: TAM AdEx report

The report covers the durables category advertising on radio, print and digital media too.

Mumbai: TAM Media Research’s division AdEx has released its report for the period Jan-Sep’ 22 giving an overview of the consumer durables industry using TV, print, radio and digital.


As per the report, the TV ad volume of the durables category climbed by about 79 per cent during Jan-Sep’21 and by 2.1 times during Jan-Sep'22, compared to Jan-Sep’20. The top 10 advertisers accounted for more than 35 per cent share of ad volumes during Jan-Sep'22. A growth of 21 per cent in ad volume on television for durables was seen in Jan-sep’22 over Jan-Sep’21.

During Jan-Sep’22, the top 10 categories and advertisers accounted for more than 70 per cent and 35 per cent of category ad volumes, respectively. Fans were the top category, and Electrolux Kelvinator was the top advertiser for the durables industry.

400+ brands advertised during Jan-Sep’22 among which the top 10 brands had a 23 per cent share of ad volumes. In Jan-Sep’22, 200+ exclusive brands were advertised under the durables category compared to Jan-Sep’21. Two of the top 10 exclusive brands were from the air conditioner and refrigerator categories, respectively—namely, Panasonic Smart AC and LG Refrigerators.

Talking about the most preferred channel genres by durables’ advertisers on TV, the news genre alone accounted for 58 per cent of the category's ad volume, with GEC coming in second place (20 per cent), followed by movies (12 per cent). These top three channel genres grabbed 90 per cent of the ad volume share for the durables category during Jan-Sep'22.

The top two programme genres, i.e., news bulletins (44 per cent), the most popular one, and feature films (15 per cent) together added 59 per cent of the category ad volumes.

On TV, prime time was the most preferred time band, followed by the afternoon time band. Together, the prime time (35 per cent), afternoon (21 per cent), and morning (16 per cent) time bands combined for more than 70 per cent of ad volumes.

The advertisers of the durables category preferred 20-40 secs (59 per cent) ad size on TV. 20-40 seconds and under 20 seconds’ ads together added 97 per cent share of category ad volumes during Jan-Sep'22.


The report reveals that the ad insertions of the durables industry on the digital medium saw a rise of 53 per cent in Jan-Sep’22 over Jan-Sep’20, whereas a four per cent drop was seen in Jan-Sep’21 compared to Jan-Sep’20.  The ad insertions for the durables segment saw an increase of 59 per cent in Jan-Sep’22 over Jan-Sep’21.

On digital, the consumer durables/home appliances category was on top with a 20 per cent share of the sector’s advertising, followed by corporate durables and televisions with 11 per cent each. The top 10 categories added 75 per cent of the durables sector ad insertions on digital.

The top 10 advertisers had a 60 per cent share of ad insertions during Jan-Sep'22 with Samsung India Electronics at the top of the list, adding a 17 per cent share, followed by LG Electronics and Sony India with an eight per cent share each.

On digital, display ads had more than 80 per cent share of the durables industry ad insertions during Jan-Sep’22.  Among the digital platforms, desktop display topped the list with a 44 per cent share of ad insertions, followed by mobile display with a 36 per cent share.


Coming to the ad space utilised by the durables category – it increased by nearly two and three times in the print medium when comparing Jan-Sep'21 and Jan-Sep’22, respectively, to Jan-Sep'20. The durables industry’s ad space has witnessed an uptick of 58 per cent in Jan-Sep’22 compared to Jan-Sep’21.

The top 10 categories had an 85 per cent share of ad space. Consumer durables/home appliances topped among the categories of the durables industry in the print media with 39 per cent of the ad space’s share. The top 10 advertisers had a 50 per cent share of the ad space. TTK Prestige India was the top advertiser in the industry with a 12 per cent share of ad space during Jan-Sep'22.

The top 10 brands accounted for 40 per cent of ad space, with Prestige Range ruling the roost. During Jan-Sep’22, 1600+ exclusive brands appeared under the durables segment compared to JanSep’21. Haier Self-Clean Inverter AC was the top exclusive brand.

The top five publication languages together accounted for 84 per cent of the durables industry’s ad space. Hindi was on top with a 39 per cent share of ad space, followed by English (26 per cent) and Marathi (eight per cent). The general interest publication genre had a 98 per cent share of the sector’s ad space in Jan-Sep'22.

Among the four zones, the South and North zones topped in durables advertising with 31 per cent share each of ad space, respectively, during Jan-Sep'22. Mumbai & New Delhi were the top two cities overall in India for advertising in the durables industry.

64 per cent of the ad space in the durables sector was with various sales promotional offers, and 35 per cent was with brand promotions, during Jan-Sep’22. Among sales promotions, multiple promotions had the highest share of ad space, i.e., 49 per cent followed by discount promotions (36 per cent).

More than 600 advertisers advertised with sales promotions in the durables sector, and TTK Prestige India topped the list with 18 per cent of the sector’s promotional ad space during Jan-Sep’22.


On radio, the ad volume for the durables industry saw a growth of 4.3 times in Jan-Sep’22 over Jan-Sep’20. The ad volume for the durables sector saw a rise of 46 per cent in Jan-Sep’22 over Jan-Sep’21.

The top ten categories accounted for 88 per cent of the total volume of radio ads for durable goods. The air conditioners category surpassed the durables sector with a 20 per cent share of the ad volumes, followed by consumer durables/home appliances (16 per cent) and water purifiers/filters (15 per cent) on radio.

The top 10 advertisers added more than 55 per cent share of ad volumes during Jan-Sep’22, among which LG Electronics India leads the stack (16 per cent), followed by Xiaomi (15 per cent) and Samsung India Electronics (six per cent).

The top 10 brands added 46 per cent to the overall advertising space of the durables segment on radio. 100+ brands advertised exclusively during Jan-Sep’22 over Jan-Sep’21.

On radio, the top three states occupied more than half of the ad pie for the durables industry. Gujarat was on top with a 21 per cent share of ad volumes, followed by Maharashtra with a 20 per cent share.

Advertising for the durables sector was preferred in the evening and morning time bands, combining for a 71 per cent share of sector ad volumes on radio.

Latest Reads
Havells launches a new fan campaign, urges consumers to #LookUp

Extending its iconic Hawa Badlegi campaign thought, Havells India Limited, a leading Fast-Moving Electrical Goods (FMEG) Company unveils its latest ad campaign for its fan business urging consumers to #LookUp.

MAM Media and Advertising Ad Campaigns
Metro Brands strengthens marketing vertical; onboards Deepika Deepti as SVP - marketing

Mumbai: With an aim to further strengthen brand positioning and commitment to consumer centricity, Metro Brands Ltd., India’s fashion footwear retailer, has appointed Deepika Deepti as senior vice president - marketing. Listed among the top 100 leaders in India by Luxebook for 2020, Deepti will...

MAM Marketing Brands
Arnab Banerjee to take over as MD & CEO of CEAT; Anant Goenka to be vice chairman

Mumbai: At its meeting on March 20, 2023, the Board of Directors of CEAT, an RPG Group company, appointed Anant Goenka as Vice Chairman of the company which will be effective on 1 April 2023, following Anant Goenka's decade-long tenure as MD & CEO. The move also progresses the Board’s...

MAM Marketing MAM
Tanishq’s Ugadi film celebrates women who are creators of their own narrative

Mumbai: Tanishq, India’s jewellery retail brand from the house of Tata, has launched a heart-warming digital film to commemorate the auspicious occasion of Ugadi. Tanishq’s first-ever digital film for Andhra Pradesh & Telangana is a tribute to every woman who is not only unique in her thoughts...

MAM Marketing MAM
62 per cent ad volume growth for Retail on TV : TAM AdEx report

Mumbai : TAM India has released its report on Advertising in the Retail Sector in 2022. According to report, 62 per cent ad volume growth for retail on television in 2022 over 2020 compared to the first quarter of 2022, Q3 and Q4 witnessed 48 per cent and 73 per cent increase in ad volumes. Five...

MAM Marketing MAM
QMS MAS enlists Kapil Dev as the face of the brand

Mumbai: QMS MAS (Medical Allied Services), a field of healthcare and wellness, has boarded cricketer, actor, and philanthropist Kapil Dev as its brand ambassador. Continuing their association further, the platform has also rolled out their new advertisement Q Devices: You can count on them for the...

MAM Marketing Brands
Goafest 2023 to take place from May 24 to 26

Mumbai: Goafest, South Asia’s advertising festival, is all set to make a return. Co-hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club, Goafest 2023 is scheduled to take place on May 24, 25 and 26 at Grand Hyatt, Bambolim, Goa. The fest will also witness the 54...

MAM Marketing MAM
Concept PR Wins communications mandate for Magniflex India

Mumbai: Concept Public Relations India Limited (Concept PR), part of the Concept Group, India’s independent integrated communication group, has announced winning the communication mandate of Magniflex India, Europe’s mattress brand, headquartered in Florence (Italy) with their India head office in...

MAM Marketing MAM
India ranks fourth in happiness among 32 countries: Ipsos Global Happiness Survey

Mumbai: Ipsos Global Happiness Survey that captures life satisfaction across the world shows the majority of global citizens polled are happy (73 per cent) and India was placed fourth in the pecking order, with 84 per cent of the citizens polled claiming to be happy. The top three happiest markets...

MAM Marketing MAM