Friday, 20th February, 2009

Highlights :

Print advertising of Consumer Durables witnessed 21% declined during 2008 compared to 2007.
‘Television sets’ accounted for 1/4th share of Consumer Durables sector advertising in Print during 2008.
'LG Electronics India Ltd' was the top advertiser of Consumer Durable brands in Print during 2008.
‘Sony Bravia Series T’ topped the list of new Consumer Durable brands advertised in Print during 2008.
Sales Promotional ad campaigns accounted for 45% of overall ads of Consumer Durables in Print during 2008.

	This week, AdEx India analyzes advertising trends in Consumer Durables in Print during 2008.

Volume Growth of Consumer Durables sector in Print

Quarterly advertising share of Consumer Durable sector in Print

During 2008, Print Ad Volumes of Consumer Durables decreased by 21% compared to 2007.

Consumer Durables advertising maximum during the festive seasons i.e. 4th quarter of 2008.
The 2nd highest share of Consumer Durable brands in Print was during the 3rd quarter of 2008.

Share of Categories of Consumer Durables in Print during 2008

Growth in Categories of Consumer Durables in Print during 2008

During 2008, 'Television Sets', 'Range of Durables' and 'Air Conditioners' were top 3 categories of Consumer Durables sector which together accounted for 54% share.

Among all categories of Consumer Durables sector, ‘Clocks' category recorded maximum growth in its Print ad volumes followed by 'Radio' and 'Lighting Products' category in 2008 compared to 2007.

Top Advertisers of Consumer Durables in Print during 2008

New Consumer Durable brands advertised in Print during 2008

During 2008, 'LG Electronics India Ltd', 'Samsung India Electronics Ltd' and 'Sony India Ltd' were the top 3 advertisers of Consumer Durables sector in Print.

‘Sony Bravia Series T’, ‘Samsung Bio Sleep’ and ‘LG Direct Cool’ were the Top 3 new Consumer Durable brands advertised in Print during 2008.
Top 10 new brands of Consumer Durables in Print comprised of 3 brands of ‘Samsung India Electronics Ltd’ and 2 brands each of ‘Samsung India Electronics Ltd’ and ‘Sony India Ltd’ during 2008.

Share of Consumer Durables in Metro/Non Metro /Mini Metro Newspapers

Usage of Sales Promotions in advertising of Consumer Durable sector in Print

Advertising of Consumer Durable brands in Newspapers and Magazines was in the ratio of 94:6 during 2008

Click here to enlarge:Share of Consumer Durables in Metro/Non Metro /Mini Metro Newspapers

Click here to enlarge:Usage of Sales Promotions in advertising of Consumer Durable sector in Print

During 2008, 'Non Metro' Newspapers had largest the share of Consumer Durable brands followed by 'Metro' and 'Mini Metro' Newspapers with 25% and 12% share respectively..

During 2008, ‘Multiple Promotion’ ads had the maximum share of 35% followed by ‘Add on Promotion’ and ‘Exchange Promotion’ each with equal share of 20% of overall Sales Promotional ad campaigns used for Consumer Durable brands in Print.

Watch out for forthcoming interesting analyses in future. (Analysis from AdEx India-A Division of TAM Media Research)

Ad Volume is based on secondages. Advertising spends, if any, indicate market valuation of the ad space/time bought.
The figures should be taken only as indicative and not absolutes

Siddhartha Mukherjee, Vice President - Communications, Business Head - Eikona PR Measurement,
TAM Media Research Pvt. Ltd, Mafatlal Chambers – C/D, N M Joshi Marg, Lower Parel (East), Mumbai – 400 013, India.
Tel: +91 22 66531205, Mobile: +91 9820082516, E-mail: Siddhartha@tamindia.com, Website: www.tamindia.com

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