Date post: | 21-Jan-2018 |
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Data & Analytics |
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Overview of Summer Appliances* on TV, Print & Radio
Period: Jan-Mar, 2017
*Summer Appliances Includes following Categories: (1) Air Conditioners, (2) Air Coolers, (3) Fans, (4) Refrigerators and (5) Water Coolers.
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Highlights
Summer Appliances advertising in Print surged by
110% in Jan-Mar ’17 compared to Jan-Mar ’16.
TV had 79% share of Summer Appliances Ad
Insertions.
Air Conditioners was the top Category for all the
mediums.
Panasonic India Pvt Ltd was the only advertiser
present in Top 10 list for all the mediums.
Voltas All Star Inverter AC was the top new brand
on TV and Print.
Among Sales Promotions, Discount Promotion was
on top with 48% share of Summer Appliance
advertising in Print.
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Index TV Print Radio
100 98
210
99
Index : Jan-Mar ’16 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17
Advertising in Print surged by 110% in Jan-Mar ’17 compared to Jan-Mar ’16
Growth in Ad Volumes for Summer Appliances during Jan-Mar ’17
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Category Advertising on TV and Radio declined
marginally by 2% and 1% respectively while Print
observed a surge of 110% during Jan-Mar ’17
compared to Jan-Mar ’16.
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Media wise contribution of Ad Insertions in Summer Appliances
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
79%
15%
7%
TV Radio Print
TV had 79% share of Summer Appliances Ad Insertions
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions for TV, Radio and Print Period: Jan-Mar ’17
TV was on top with 79% share of Ad Insertions,
followed by Radio with 15% share.
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Monthly Trends based on Ad Insertions in Summer Appliances
Trend lines of Summer Appliances Ad Insertions on
Print and Radio were very much alike.
82 %
85 %85 %
0
10
20
30
40
50
60
70
80
90
Jan '17 Feb '17 Mar '17
% A
d Inse
rtio
ns
TV Print Radio
All mediums had highest Ad Insertions in March
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions for TV, Radio and Print Period: Jan-Mar ’17
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
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Air Conditioners was the top Category for all the mediums
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17
Fans category stood on 2nd
for TV and Print.
Air Conditioners category
had highest Ad contribution
in all mediums.
Categories of Summer Appliances
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
46 %
30 %
23 %
0.2%
Air Conditioners Fans
Air Coolers Refrigerators
57%22%
16%
5% 0.1%
Air Conditioners Fans
Air Coolers Refrigerators
Water Coolers
61%
36%
2% 1%
Air Conditioners Air Coolers
Fans Refrigerators
TV Print Radio
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Top 10 advertisers added 82% on TV, 77% in Print and 95% on Radio
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17
Panasonic India Pvt Ltd,
the only advertiser present
in Top 10 list for all the
mediums.TV % Share
Symphony Ltd 13
Voltas Limited 13
Godrej & Boyce Mfg Company Ltd 11
Orient Electric 10
Lloyd Electric & Engineering Limited
8
Panasonic India Pvt Ltd 7
Crompton Greaves 6
Havells India Ltd 6
Kitchen Appliances Pvt Ltd 5
Blue Star Ltd 3
Print % Share
Havells India Ltd 14
Lloyd Electric & Engineering Limited
11
Voltas Limited 10
Videocon Industries Ltd 10
Panasonic India Pvt Ltd 8
Orient Electric 6
Hitachi Home & Life Solutions 6
Symphony Ltd 5
Whirlpool of India Limited 4
Samsung India Electronics Ltd 2
Radio % Share
Godrej & Boyce Mfg Company Ltd
27
Ram Air Cooler 18
Panasonic India Pvt Ltd 13
Bajaj Electricals Limited 9
Reshab Merchandise Pvt Ltd 8
Mitsubishi Electric 6
LG Electronics India Ltd 4
IFB Industries Ltd 4
Daikin Shriram Airconditioning 4
Champion Industries 2
Top 10 Advertisers of Summer Appliances
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
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Top 5 New Brands of Summer Appliances in each Media
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Radio
Godrej Nxw AC
Champion Fans
Hayashi Fans
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17
Voltas All Star Inverter AC on top for TV and Print Havells and Panasonic had 2 brands each in the list
of Top 5 New Brands in Print.
TV
Voltas All Star Inverter AC
Carrier Service
LG Dualcool Air Conditioner
Panasonic Nanoe G
Vego 3D Air Coolers
Voltas All Star Inverter AC
Havells Octet
Panasonic Nanoe G
Havells Enticer Art
Panasonic Sky Series
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Top 10 Program Genres of Summer Appliances Advertising on TV
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
News Bulletin was the top Program Genre with 48%
share of Summer Appliances advertising on TV,
followed by Feature Films with 10% share.
Rank Program Genres % Share
1 News Bulletin 48
2 Feature Films 10
3 Interviews/Portraits/Discussion 6
4 Reviews/Reports 6
5 Film Based Magazines 4
6 Business Program 4
7 Comedies 3
8 Drama/Soap 2
9 Religious/Devotional/Astrology 2
10 Cricket 2
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jan-Mar ’17
News Bulletin was the top Program Genre on TV
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Advertising Promotions of Summer Appliances
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
70%
30%
Brand Promotion Sales Promotion
48%
22%
16%
13%1%
Discount Promotion Multiple Promotion
Add On Promotion Exchange Promotion
Others
Sales Promo.
Ad Promotions Sales Promotions
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print Period: Jan-Mar ’17
Brand Promotion covered 70% of
the Pie followed by Sales
Promotion with 30% share of Ad
space.
Among Sales Promotions, Discount
Promotion was on top with 48%
share of Summer Appliance
advertising in Print.
Brand Promotion was on top with 70% share of Print advertising
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South Zone was on top with 35% share of advertising in Print
*City and Ad Language Table provides Top 10 records
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print Period: Jan-Mar ’17
Zone % Share
South Zone 35
North Zone 33
West Zone 21
East Zone 10
National 0.2
City % Share
Mumbai 3
Bangalore 3
New Delhi 3
Chandigarh 2
Hyderabad 2
Chennai 2
Ahmedabad 2
Nagpur 2
Lucknow 2
Jaipur 1
Ad Language % Share
English 67
Hindi 17
Telugu 5
Marathi 3
Malayalam 2
Gujarati 2
Tamil 1
Kannada 1
Oriya 1
Bengali 0.1
Zone, Language and City wise Advertising share of Summer Appliances in Print
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Mumbai was the top City with 3% share of Summer
Appliances advertising in Print.
English was the top Ad Language with 67% share of
Ad space in Print.
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36%
12%10%
9%
8%
6%
6%
5%3% 2% 2%
Maharashtra Madhya Pradesh West Bengal Tamil NaduDelhi Andhra Pradesh Uttar Pradesh KarnatakaKerala Rajasthan Gujarat
Maharashtra topped with 36% share of Ad volumes on Radio
State wise share of Summer Appliances Advertising on Radio
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Jan-Mar ’17
Maharashtra was on top with 36% share of Summer
Appliances advertising on Radio, followed by
Madhya Pradesh with 12% share.
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Watch this space for interesting analysis
(Analysis from AdEx India- A Division of TAM Media Research)
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