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.
Television
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.
Digital
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.
Radio
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.
