Consumer Durables/ Home Appliances category dominated the Durables sector, solely accounting for 42% of the sector Print ad space in Jan-Apr ’21, as per TAM Research Report in the durables sector.
TTK Prestige India was the top advertiser in the print space with a 17% share of the overall sector’s ad space during Jan-Apr ’21.
Hindi language was on top with 36% share of ad space and Top 5 Publication languages together added 83% share of sector’s ad space.
Among Sales Promotions, Multiple Promotion occupied 49% share of ad space followed by Discount Promotion with 35% share during Jan-Apr’21.
Top 5 Publication languages together added 83% share of ad space. The General Interest publication genre ruled with a 98.6% share of the sector’s ad space.
In the Durables Sector, more than 995 new brands were seen during Jan-Apr’21 over Jan-Apr’20. Haier Inverter Expert AC was the top new brand followed by Kent Smart Chef Appliances.
South Zone topped in Durables with 34% share of ad space during Jan-Apr’21 closely followed by North Zone. Chennai & New Delhi were Top 2 cities in overall India for the sector advertising in Print.
Television
Ad Volumes of Durables sector on Television grew by 2.3 Times during Jan-Apr’21 compared to Jan-Apr’20. The Top 5 categories accounted for 59% of the Durables sector’s ad volume share.
Top 10 advertisers accounted for more than 50% share of ad volumes during Jan-Apr’21 with Bajaj Electricals topping the list. News genre topped the list of channel genres for Durable sector during Jan-Apr’21
165 new brands appeared in Jan-Apr’21 over Jan-Apr’20. Panasonic Air Conditioner (the top new brand) belonged to the Air Conditioners category and Atomberg Fan from Fan category was 2nd among the new durables sector brand.
News Bulletin was the most preferred program genre to promote the Durables brand on Television. The top 3 program genres i.e. News Bulletin, Feature Films, and Drama/Soaps together added 66% off the total ad volume share of the Durables sector.
Prime Time was the most preferred time-band followed by Afternoon. Prime Time, Afternoon & Morning time bands together added more than 70% share of ad volumes.
Digital
More than 3.5 times growth observed in ad insertions of Durables sector on Digital medium during Jan-Apr’21 compared to Jan-Apr’20.
On Digital medium, Vacuum Cleaners category was on top with 21% of the sector’s advertising share.
The Top 10 Advertisers had a 72% share of ad insertions during Jan-Apr’21 with Dyson Technology India leading the list.
Ad Network transaction method topped with 49% share of Durables sector’s ad insertions for Digital advertising during Jan-Apr’21.
On Digital medium, Vacuum Cleaners category was on top with 21% of the sector’s ad insertions.
Top 10 Advertisers accounted for 72% share of ad insertions during Jan-Apr’21 with Dyson Technology India leading the list.
The Ad Network topped with 49% share of Durables’ ad insertions in Digital medium during Jan-Apr’21 followed by Programmatic method on 2nd place with 25% share.
Radio
The Ad Volume for the Durables sector on Radio grew sharply by 4.3 times in Jan-Apr’21 over to Jan- Apr’20.
Mixers/Grinders led the Durables sector on Radio, contributing for 17% of total ad volumes.
During Jan-Apr’21, the Top 10 advertisers had a 63% share of sector ad volumes with Philips Electronics India at the top of the list.
Gujarat state was on top with a 31% share of ad volumes followed by Maharashtra with an 18% share.
69% share of the Durables ad volumes were in Afternoon and Evening time-bands during Jan-Apr’21.
104 new brands observed in Jan-Apr’21 over Jan-Apr’20. Philips Mixer was the top new brand on Radio medium. 3 out of the top 10 new brands were from the Solar Products Range category.
Gujarat state was on top with a 31% share of ad volumes followed by Maharashtra with an 18% share. The Top 2 states occupied nearly half of the ad pie for the Durables sector.
Sector Advertising on Radio was preferred in Evening time-band followed by Afternoon & Morning. 69% share of Durables sector ad volumes was in Afternoon & Evening time-bands during Jan- Apr’21.
