Thursday, 29th May, 2008

Highlights :

Summer Cool categories advertising dipped by 25% during Jan-Apr '08 compared to Jan-Apr '07.
‘Air Conditioners' accounted for 40% share of overall advertising of Summer Cool categories in Print during Jan-Apr'08.
‘LG Electronics India Ltd' topped the Summer Cool advertisers chart in Print during Jan-Apr '08.
‘Samsung Bio Sleep' and 'Onida SM 12 SLH Slim AC' were the top 2 new Summer Cool brands advertised in Print during Jan-Apr '08.
Advertising of Summer Cool brands skewed towards Non Metro Newspapers during Jan-Apr '08.
‘Contest Promotion' was preferred more for advertising of Summer Cool brands in Print during Jan-Apr '08.

	The categories taken into consideration for the analysis are as follows:
	Note: Only Sunglasses* considered
	This week, AdEx India analyzes the advertising trends in Summer Cool Categories in Print during 2007.

Volumes Growth of Summer Cool categories in Print

Categorizations of Summer Cool brands in Print

Compared to Jan-Apr '07, advertising of Summer Cool categories has seen a drop of 25% in Print during Jan-Apr '08.

During Jan-Apr ‘08,'Air Conditioners' lead in advertising of Summer Cool brands in Print followed by 'Refrigerators' and 'Aerated Soft Drink' categories at 2nd and 3rd place respectively.
Top 10 categories contributed for 97% share of overall advertising by the Summer Cool categories in Print during Jan-Apr '08.

Fastest Growing Summer Cool categories in Print

Key players of Summer Cool categories in Print during Jan-Apr '08

Among the fastest growing Summer Cool categories during Jan-Apr '08 compared to Jan-Apr '07 'Talcum Powders' followed the top category 'Range of Soft Drinks'.

With 15% share 'LG Electronics India Ltd' is way ahead of other advertisers of Summer Cool brands in Print during Jan-Apr '08.
'Videocon Industries Ltd' stood at 2nd position with 8% share followed by 'Voltas Limited', 'Mirc Electronics', 'Whirlpool of India Limited' and 'Samsung India Electronics Ltd' to share the 3rd position with marginal difference in their ad volumes.

New Summer Cool brands launched in Print during Jan-Apr '08

Share of Newspapers advertising of Summer Cool categories (Metro, Non Metro and Mini Metro)

Newspapers and Magazines were used by the Summer Cool categories in the ratio of 97:3.

‘Samsung Bio Sleep', ‘Onida SM 12 SLH Slim AC' and 'LG Direct Cool' were the top 3 new summer brands in Print during Jan-Apr '08.
‘Horlicks Womens' from ‘Milk Beverages’ category made it to the top 10 list of new Summer Cool brands comprising of 'Air Conditioners' and 'Refrigerators'.

During Jan-Apr '08, Non Metro Newspapers garnered a high share of 64% followed by Metro Newspapers with 23% share.

Summer Cool categories using Sales Promotional Ad campaign

Usage of Sales Promotional ad campaign for the Summer Cool brands saw a rise of 16% during Jan-Apr '08 compared to Jan-Apr '07.
Among all the Sales Promotional ad campaigns 'Contest Promotion' had the largest share of 28% followed 'Multiple Promotion' and 'Finance Scheme' with 19% and 15% share respectively.

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 Track,
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