Television Audience Measurement (TAM) has released an overview of the advertising ad volumes from the durables sector, between April and June 2014.
The report focusses on advertising carried out by the sector on television, print and radio.
The entire analysis is based on ad volumes expressed in secondages/column centimeters. The figures should be taken only as indicative and not absolutes.
As per the report, as compared to Q2, 2013, ad volumes on TV and radio witnessed a rise of 2 per cent and 33 per cent in the durables category, during Q2, 2014.
Print advertising by durables has seen a minor drop of 3 per cent during Q2, 2014, compared to the same quarter last year.
The report revealed that TV was the most preferred medium by the durables sector, in terms of ad volumes, with 75 per cent share of ad insertions during Q2, 2014.
As for the product categories, Water Purifiers/Filters secured second position on TV and print with 16 per cent and 13 per cent share of ad volumes, respectively. The report states that Samsung introduced its three new brands on TV, namely Samsung Curved UHD TV, Samsung Smart Refrigerator and Samsung Food Showcase Refrigerator, during Q2, 2014.
The report also mentions that more than a half of the advertisements for durables were aired on national TV channels.
