Consumer durables sector registered a 6% rise in advertisement volumes on TV during Jan-March 2021: TAM AdEx

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Kent Ro System and Wonder Chef together accounted for more than 60% to the ad volume share

While the year 2020 brought in a disruption in the consumer durables category, this year the sector is seeing a revival in business. As a result, there has been a rise in advertising in the first quarter of 2021. According to the data released by AdEx India, a division of TAM Media Research, ad volumes of consumer durables or home appliances category on television grew by 6% during January-March 2021 compared to the same period in previous year. Print ad space grew by 91% during the first quarter while a growth of 2.7 times was registered on the radio medium. A nine times growth was observed in ad insertions of consumer durables category on digital medium.

On television, Kent Ro System and Wonder Chef together accounted more than 60% to the ad volume share with 43% and 19% share of the sector ad volume, respectively. TTK Prestige India was the top advertiser in print with 38% share of overall category’s ad space followed by Stovekraft during the Jan-Mar 2021 period. On radio, LG Electronics India ruled with 47% of the total ad volumes’ share. Meanwhile, Dyson Technology India led the list with 19% share of the overall ad volume on digital.

News genre emerged as the preferred genre on Television for the sector’s advertising as it accounted for 52% share of the sector ad volume share on the medium. Following this was the general entertainment channel (GEC) genre with 25% share and lifestyle genre with 18% share. Movies and sports trailed behind with 2% share each, respectively. The top two channel genres on TV together accounted for more than 75% share of ad volumes for the consumer durables sector. Prime time was the most preferred time-band on TV followed by afternoon time-band. Prime time, afternoon and morning time bands together accounted for 85% share of ad volumes. Furthermore, there were more than ten new brands observed on television during Jan-Mar 2021 over Jan-Mar 2020.

In print, English newspapers accounted for 34% share of the consumer durables sector advertisements, followed by Hindi newspapers at 32%. Marathi newspapers claimed the third position with 9% share while Tamil and Telugu newspapers trailed behind with 7% and 5% respectively. The top five publication languages together added 87% share of category’s ad space. General Interest publication genre added more than 99% share of category’s ad space.

To be noted, 75% share of print ad space for consumer durables/home appliances category was with promotional offers during Jan-Mar 2021. Among sales promotions, multiple promotion occupied 67% share of ad space followed by discount promotion with 18% share during Jan-Mar 2021.

On radio, advertising for consumer durables category was preferred in afternoon and morning time-band. 68% share of the consumer durables ad volumes were in afternoon and morning time-bands during Jan-Mar 2021. Meanwhile, Andhra Pradesh state was on top with 17% share of ad volumes followed by Maharashtra with 16% share.

Interestingly, there were more than 10 new brands observed during Jan-Mar 2021 over Jan-Mar 2020 on radio. Whirlpool Durable Range was the top new brand followed by Vyom Innovation and Toshiba Durable Range.