Ad volumes for Durables sector leap by 21pc on Television: TAM Report

TAM AdEx released the Cross Media Report for Durable sector on TV, Print, Radio and Digital during Jan-Sep’22.

TV

During Jan-Sep’21-22, ad volumes on Television for Durables climbed by about 79pc and 2 Times respectively compared to Jan-Sep’20. 21pc ad volumes growth seen in Jan-Sep’22 over Jan-Sep’21.

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

During Jan-Sep’22, 400+ brands advertised among which the Top 10 brands had 23pc share of Ad Volumes. 200+ exclusive brands advertised under Durables sector compared to Jan-Sep’21. Two of the Top 10 exclusive brands were from Air Conditioner and Refrigerators category each.

The News genre alone accounted for 58pc of the sector’s ad volume, followed by GEC in second place. Top 3 channel genres grabbed 90pc of Ad Volumes’ share for Durables sector during Jan-Sep’22.

Top 2 program genres, News Bulletin and Feature Films together added 59pc of the sector Ad Volumes. News Bulletin was the most popular program genre to promote Durables brands on Television.

On TV, Prime Time was the most preferred time-band, followed by Afternoon. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70pc of Ad Volumes.

Advertisers of Durables sector preferred 20-40 secs ad size on TV. 20-40 seconds and <20 seconds ads together added 97pc share of sector Ad Volumes during Jan-Sep’22.

PRINT

Ad Space in the Durables sector increased by nearly 2 and 3 times in Print medium comparing Jan-Sep’21-22 to Jan-Sep’20 respectively. The sector’s ad space rise seen by 58pc in Jan-Sep’22 compared to Jan-Sep’21.

Top 10 categories had 85pc share of Ad Space. Consumer Durables/Home Appliances topped among the categories of Durables sector in Print with 39pc of the Ad Space’s share. Top 10 advertisers had 50pc share of Ad Space. TTK Prestige India was the top advertiser in the sector with 12pc share of Ad Space during Jan-Sep’21.

Top 10 brands accounted for 40pc share of Ad Space with Prestige Range being on top. During Jan-Sep’22, 1600+ exclusive brands appeared under Durables sector compared to Jan-Sep’21. Haier Self Clean Inverter AC was the top exclusive brand.

The Top 5 Publication languages together added 84pc share of sector’s Ad Space. Hindi language was on top with 39pc share of Ad Space. General Interest publication genre had 98pc share of sector’s Ad Space in Jan-Sep’22.

Among 4 zones, South Zone topped in Durables advertising with 31pc share of Ad Space during Jan-Sep’22 closely followed by North Zone. Mumbai & New Delhi were Top 2 cities in overall India for advertising in the sector.

64pc share of Ad Space in the Durables sector was with various Promotional offers during Jan-Sep’22. Among the Sales Promotions, Multiple Promotion topped with 49pc share of Ad Space followed by Discount Promotion.

600+ Advertisers advertised with Sales Promotions in Durables sector. TTK Prestige India topped with 18pc of the sector’s promotional Ad Space during Jan-Sep’22.

RADIO

On Radio, Advertising Volumes for Durables sector saw an increase of 4.3 Times in Jan-Sep’22 over Jan-Sep’20. Ad Volumes for Durables sector saw an rise of 46pc in Jan-Sep’22 over Jan-Sep’21.

On Radio, Top 10 categories added 88pc of the total Durables Ad Volumes. Air Conditioners category topped with 20pc share of sector Ad Volumes on Radio. Top 10 Advertisers added more than 55pc share of Ad Volumes during Jan-Sep’22. LG Electronics topped with 16pc share of sector ad volumes. 

The Top 10 brands added 46pc to the overall advertising space of Durables sector on Radio. 100+ brands advertised exclusively during Jan-Sep’22 over Jan-Sep’21.

On Radio, The Top 3 states occupied more than half of the of ad pie for the Durables sector. Gujarat was on top with 21pc share of Ad Volumes followed by Maharashtra with 20pc share.

Advertising for Durables sector was preferred in Evening and Morning time-band, combining 71pc share of sector Ad Volumes on Radio.

DIGITAL

Ad Insertions of Durables sector on Digital medium saw a rise of 53pc in Jan-Sep’22 over Jan-May’20 whereas 4pc drop seen in Jan-Sep’21 compared to Jan-Sep’20. Ad insertions for Durables sector saw an increase of 59pc in Jan-Sep’22 over Jan-Sep’21.

On Digital, Consumer Durables/Home Appliances category was on top with 20pc share of sector’s advertising. Top 10 categories added 75pc share of sector Ad Insertions on Digital. Top 10 Advertisers had 60pc share of Ad Insertions during Jan-Sep’22 with Samsung India Electronics on top of the list adding 17pc share.

Display Ads had more than 80pc share of sector Ad Insertions during Jan-Sep’22. Among the Digital Platforms, Desktop Display topped with 44pc share of Ad Insertions followed by Mobile Display with 36pc share.