Mumbai: In Jan-June 2024, Ad Volumes of Consumer Durables/Home Appliances category on Television witnessed a massive growth of 2.9 Times compared to Jan-June 2022 and 11% compared to Jan-June 2023.
- Jan-June 2023 observed growth of 2.60 times over Jan-Jun’22.
- Godrej & Boyce Mfg Company, Usha Intl, Voltas, KCM Appliances and Sivanesan & Co were the exclusive advertisers among the top 10 of H1 2024 over H1 2023
The TAM AdEx – Advertising Report on Consumer Durables – Home Appliances Jan-June 2024 has been published.
The top two channel genres on TV i.e. News and GEC collectively added 65% of ad volumes share for Consumer Durables/Home Appliances category during Jan-Jun’24.
- News Bulletin was the most preferred programme genre to promote Consumer Durables/Home Appliances’ brands on Television.
Print ad space for Consumer Durables/Home Appliances decline in both Jan-June 2023 and Jan-June 2024 by 3% & 9% respectively compared to Jan-June 2022 whereas, ad space in Jan-June 2024 had decreased by 6% compared to Jan-Jun’23.
- TTK Prestige India and Stovekraft retained their top two positions with 41% and 21% share of ad space in Jan-Jun’24 compared to Jan-Jun’23.
Among the four zones, South Zone was the leading territory for Consumer Durables/Home Appliances advertising with 33% share in Print closely followed by North Zone during Jan-June 2024.
- 81% share of Print ad space for Consumer Durables/Home Appliances category was with promotional offers during Jan-June 2024.
Radio
On Radio, a growth of 6% and 2.3 times in category ad volumes was registered during Jan-Jun’24 and Jan-Jun’23 respectively compared to Jan-Jun’22.
- Compared to Jan-Jun’23, Ad volumes in Jan-Jun’24 decrease by 52%.
- Ad impressions during both Jan-Jun’24 saw a rise of 5% whereas Jan-Jun’23 witnessed drop of 19% compared to Jan-Jun’22.
- Ad impressions in Jan-Jun’24 increased by 30% compared to Jan-Jun’23.
- Samsung India Electronics solely added 28% share of category ad volumes in Jan-Jun’24.
- Gujarat topped with 35% share of ad volumes in JanJun’24
Digital
Ad impressions during both Jan-Jun’24 saw a rise of 5% whereas Jan-Jun’23 witnessed drop of 19% compared to Jan-Jun’22.
- Ad impressions in Jan-Jun’24 increased by 30% compared to Jan-Jun’23.
Samsung India Electronics was on top with 25% share of category ad impressions in Jan-Jun’24.
- The top two advertisers collectively added 34% share of ad impressions in Jan-Jun’24.
- Programmatic transaction method was the most utilised for Consumer Durables/Home Appliances ads on Digital solely contributing 81% share of impressions.
This is a detailed analysis for each segment.
Television
Ad Volumes’ Trend for Consumer Durables/Home Appliances on TV
- In Jan-Jun’24, Ad Volumes of Consumer Durables/Home Appliances category on Television witnessed a massive growth of 2.9 Times compared to Jan-Jun’22 and 11% compared to JanJun’23.
- Jan-Jun’23 observed growth of 2.60 times over Jan-Jun’22.
The Top 10 Advertisers of Consumer Durables/Home Appliances on TV
- Godrej & Boyce Mfg Company and Versuni India Home Solutions together accounted for 61% of the Consumer Durables/Home Appliances’ advertising share.
- Godrej & Boyce Mfg Company was on the top position with a 33% share of category ad volumes in H1’24.
- Godrej & Boyce Mfg Company, Usha Intl, Voltas, KCM Appliances and Sivanesan & Co were the exclusive advertisers among the top 10 of H1’24 over H1’23.
The Top 10 Brands of Consumer Durables/Home Appliances on TV
- Godrej Eon Vogue Edition was first with 33% share of ad volumes in Jan-Jun’24.
- Godrej Eon Vogue Edition and Philips Air Fryer together contributed 61% share of ad volumes on TV for Consumer Durables/Home Appliances category.
The Preferred Channel Genres on TV : Consumer Durables/Home Appliances
- The top two channel genres on TV i.e. News and GEC collectively added 65% of ad volumes share for Consumer Durables/Home Appliances category during Jan-Jun’24.
- The Top five genres had 89% share of category ad volumes.
The Preferred Programme Genres on TV: Consumer Durables/Home Appliances
- News Bulletin was the most preferred program genre to promote Consumer Durables/Home Appliances’ brands on Television.
- The top to2 programme genres i.e. News Bulletin and Cookery together added 53% of the total ad volume share of the category on TV.
Time band analysis for Consumer Durables/Home Appliances advertising on TV
- Prime Time was the most preferred time-band on TV followed by Afternoon time-band.
- Prime Time, Afternoon & Morning time bands together accounted for 76% share of ad volumes.
Preference of ad size by advertisers of Consumer Durables/Home Appliances on TV
- Advertisers preferred <20 secs and 20-40 secs ad sizes almost equally on TV.
- < 20 seconds and 20-40 seconds ads together covered 87% share of ad volumes during Jan-Jun’23.
Ad Space for Consumer Durables/Home Appliances in Print
- Print ad space for Consumer Durables/Home Appliances decline in both Jan-Jun’23 and Jan-Jun’24by 3% and 9% respectively compared to Jan-Jun’22 whereas, ad space in Jan-Jun’24 had decreased by 6% compared to Jan-Jun’23.
The Top 10 Advertisers of Consumer Durables/Home Appliances in Print
- TTK Prestige India and Stovekraft retained their top two positions with 41% & 21% share of ad space in Jan-Jun’24 compared to Jan-Jun’23.
- Hawkins Cookers, Mittal Electronics (Del) & United Metalik were the exclusive advertisers present in the top 10 list during Jan-Jun’24 over Jan-Jun’23.
- The top 10 advertisers covered 90% share of ad space in Print medium during Jan-Jun’24.
The Top 10 Brands of Consumer Durables/Home Appliances in Print
- During Jan-Jun’24, the top 10 brands collectively added 88% share of category ad space.
- Prestige Range was first with 41% share of ad space in Jan-Jun’24.
Newspaper: Publication Language in Print
- Hindi was the most preferred language with 41% share of ad space. The top 5 Publication languages together added 84% share of category’s ad space.
Zone wise Advertising share of Consumer Durables/Home Appliances in Print
- Among the four zones, South Zone was the leading territory for Consumer Durables/Home Appliances advertising with a 33% share in Print closely followed by North Zone during Jan-Jun’24.
- New Delhi and Mumbai were the Top two cities in Pan India for the category advertising in Print.
Advertising Promotions of Consumer Durables/Home Appliances in Print
- 81% share of Print ad space for Consumer Durables/Home Appliances category was with promotional offers during Jan-Jun’24.
- Among Sales Promotions, Multiple Promotion occupied 91% share of ad space followed by Discount Promotion with 9% share during Jan-Jun’24.
The Top Advertisers of Sales Promotion for Consumer Durables/Home Appliances in Print
- Among the advertisers using promotional offers, TTK Prestige India was first with 51% share of ad space during Jan-Jun’24
Ad Volumes’ Trend for Consumer Durables/Home Appliances on Radio
- On Radio, a growth of 6% and 2.3 times in category ad volumes was registered during Jan-Jun’24 and Jan-Jun’23 respectively compared to Jan-Jun’22.
- Compared to Jan-Jun’23, Ad volumes in Jan-Jun’24 decrease by 52%.
The Top 10 Advertisers of Consumer Durables/Home Appliances on Radio
- Samsung India Electronics solely added 28% share of category ad volumes in Jan-Jun’24.
- Sharp India , Canon India, Hella Infra Market and Wonderchef Home Appliances were the exclusive advertisers present in the top 10 list during Jan-Jun’24 compared to Jan-Jun’23.
The Top 10 Brands of Consumer Durables/Home Appliances on Radio
- The top five brands together covered 63% share of ad volumes in Jan-Jun’24.
- Samsung Experience Store was first in Jan-Jun’24 with 19% share of category ad volumes on Radio.
State-wise share of Consumer Durables/Home Appliances advertising on Radio
- The Top three states occupied 64% advertising share of ad pie for the Consumer Durables/Home Appliances category.
- Gujarat topped with a 35% share of ad volumes in Jan-Jun’24.
Time band analysis for Consumer Durables/Home Appliances advertising on Radio
- Advertising for Consumer Durables/Home Appliances category was preferred in Afternoon and Evening time-bands on Radio.
- Afternoon and Evening time bands together covered 69% share of ad volumes in Jan-Jun’24.
Digital
Ad Impressions’ Trend for Consumer Durables/Home Appliances on Digital
- Ad impressions during both Jan-Jun’24 saw a rise of 5% whereas Jan-Jun’23 witnessed drop of 19% compared to Jan-Jun’22.
- Ad impressions in Jan-Jun’24 increased by 30% compared to Jan-Jun’23.
The Top 10 Advertisers of Consumer Durables/Home Appliances on Digital
- Samsung India Electronics was on top with 25% share of category ad impressions in Jan-Jun’24.
- The top two advertisers collectively added 34% share of ad impressions in Jan-Jun’24.
- Asustek Computer Inc were the exclusive advertisers present in the top 10 list during Jan-Jun’24 compared to Jan-Jun’23.
Transaction Methods of Digital Advertising in Consumer Durables/Home Appliances
- Programmatic transaction method was the most utilized for Consumer Durables/Home Appliances ads on Digital solely contributing 81% share of impressions.
