Ad volumes of Durables sector soar by 23 pc on TV during Jan-May’22: TAM Report

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

TV

Television advertising for the Durables sector climbed 2.5 times and twice as much during Jan- May’22 and Jan-May’21 respectively compared to Jan-May’20. Durables sector witnessed 23 pc growth during Jan-May’22 compared to Jan-May’21.

The top 10 categories and advertisers under the Durables sector accounted for more than 80 pc and 45 pc of total ad volumes respectively during Jan-May’22. BPL topped the advertisers list with 6 pc share of ad volumes. Due to the summer months categories involving cooling equipment such as Air Conditioners, Fans, Air Coolers, and Refrigerators dominated the sector’s list.

Among the Leading and Exclusive brands under Durables sector during Jan-May’22, 270+ brands advertised on Television among which the Top 10 brands had 29 pc share of ad volumes. 150+ Exclusive brands advertised under the sector. Three brands were of BPL Ltd and two of Electrolux Kelvinator advertiser.

Most preferred channel genres by Durables sector on TV was the News genre, it alone accounted for 60 pc of the sector’s ad volumes followed by GEC genre in second position. Top three channel genres grabbed 89 pc of Ad Volumes share for Durables sector during Jan-May’22.

News Bulletin was the most preferred program genre to promote Durables brands on Television. Top two program genres, News Bulletin and Feature Films together added almost 60 pc of the sector’s Ad Volumes.

For durables advertising on TV, Prime Time was the most preferred time-band, followed by Afternoon time-band. Prime Time, Afternoon and Morning time-bands together accounted for more than 70 pc share of Ad Volumes.

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

PRINT

The Ad Space in the Durables sector in Print medium, comparing Jan-May’21-22 to Jan-May’20 increased by 2.3 and 3.7 times respectively.

Among the Top 10 Categories and Advertisers of Durables sector in Print, Consumer Durables/Home Appliances topped among the categories with more than 30 pc of the Ad Space’s share. TTK Prestige India was the top advertiser with 11 pc share of Ad Space during Jan- May’22. Top 10 advertisers accounted for more than 50 pc share of Ad Space.

Among Leading and Exclusive Brands of the sector, Four brands present in Top New and Exclusive list during Jan-May’22 in Print. The Top 10 brands had 41 pc share of Ad Space. During Jan-May’22, 1130+ exclusive brands appeared under Durables sector compared to Jan- May’21.

In the Publication Language & Genre for Durables sector in Print, 38 pc of the ad space was in Hindi language. The Top 5 Publication languages together added 85 pc share of sector’s Ad Space. General Interest publication genre had almost 100 pc share of sector’s Ad Space in Jan-May’22.

In the Zone wise Advertising share of Durables Sector in Print, North Zone topped with 31 pc share of Ad Space during Jan-May’22. Mumbai & New Delhi were Top 2 cities in overall India for advertising in the sector.

Advertising Promotions of Durables sector in Print saw 63 pc share of Ad Space with various Promotional offers during Jan-May’22. Among the Sales Promotions, Multiple Promotion had highest share of Ad Space of 47 pc followed by Discount Promotion.

440+ Advertisers advertised with Sales Promotions in Durables sector. TTK Prestige India had 16 pc of the sector’s Ad Space among the ads with Sales Promotions during Jan-May’22.

RADIO

Ad Volumes for Durables sector on Radio, saw a spike of 4.7 times in Jan-May’22 over Jan- May’20 and grew by 14 pc in Jan-May’22 over Jan-May’21.

Among Top 10 Durables Categories and Advertisers on Radio, Air Conditioners category topped with 30 pc share of Ad Volumes. Top 10 category added 87 pc of the total Ad Volumes. LG Electronics India topped the advertisers list with 9 pc share of ad volumes. Top 10 Advertisers added more than 55 pc share of Ad Volumes during Jan-May’22.

In the Leading and Exclusive Brands for Durables sector on Radio, the Top 10 brands added 46 pc to the overall advertising space. 70+ brands advertised exclusively during Jan-May’22 over Jan-May’21.

In the state-wise share of Durables advertising on Radio, the Top 3 states occupied more than half of the of ad pie for the Durables sector. Maharashtra state was on top with 24 pc share of Ad Volumes followed by Gujarat with 20 pc share.

Advertising for the Durables sector on Radio was preferred in the Evening and Morning time-bands, which together accounted for 72 pc of the sector’s ad volumes.

DIGITAL

Ad Insertions of Durables sector on Digital medium saw a continuous rise of 3.2 and 4.9 Times in Jan-May’21-22 over Jan-May’20 respectively whereas 54 pc rise seen in Jan-May’22 compared to Jan-May’21.

Among the Top 10 Categories and Advertisers of Durables on Digital, Consumer Durables/Home Appliances category was on top with 22 pc share. Top 10 categories added 75 pc share of sector’s Ad Insertions on Digital. Top 10 Advertisers had 62 pc share of Ad Insertions during Jan-May’22 with Dyson Technology India on top of the list adding 13 pc share.

Utilization of Creative Types and Digital Platforms in the sector showed that Display Ads had more than 80 pc share of Ad Insertions during Jan-May’22. Among the Digital Platforms, Desktop Display topped with 43 pc share of Ad Insertions followed by Mobile Display with 37 pc share.