Snapshot of Consumer Durables advertising on TV during 2008

[welcomewiki]

Key Findings: 9 per cent rise in TV ad volumes of consumer durables sector on TV during 2008 compared to 2007. 'Water Purifiers/Filters' were the top category under consumer durables sector on TV during 2008. 'Hindustan Unilever' was the number one advertiser for the consumer durables brands on TV during 2008. 'Legrand Multi Mood Setting Switches' topped the chart of new brand list of consumer durables on TV during 2008. Preity Zinta was the top celebrity in endorsing consumer durables brands on TV during 2008.

Volume growth of consumer durables sector on TV

During 2008, consumer durables sector has seen growth of 9 per cent on TV compared to 2007.

Quarterly advertising share of consumer durable sector on TV

During 2008, maximum advertising of consumer durables during the third quarter (peak of summers) and the last quarter (festival time).

Share of categories of consumer durables on TV during 2008

Top 10 categories accounted for 77 per cent of overall consumer durables advertising on TV during 2008. Top three categories of consumer durables sector on TV were ‘water purifiers/filters’, ‘television sets’ and 'air conditioners',which together had contributed for 40 per cent share on TV during 2008.

Growth in categories of consumer durables on TV during 2008

Among all the categories of consumer durables on TV, 'other home appliance' has recorded maximum growth in its ad volumes followed by 'portable gensets' and 'power backup systems' during 2008 compared to 2007.

Top advertisers of consumer durables on TV during 2008

'HUL', 'LG Electronics India' and 'Philips Electronics India' were the top three advertisers in consumer durables advertising on TV during 2008. New consumer durable brands advertised on TV during 2008

'Legrand Multi Mood Setting Switches', 'LG Scarlet' and 'LG Jazz' were the top three new consumer durable brands advertised on TV during 2008. Top 10 new brands of consumer durables on TV comprised three brands of 'LG Electronics India' and two of 'Samsung India Electronics' during 2008. Share of consumer durables in national and regional channels

During 2008, advertising of consumer durable brands on national and regional channels was in the ratio of 61:39. Celebrity endorsement for consumer durable brands on TV

During 2008, Preity Zinta, Esha Deol and Hema Malini were the top three celebrities in endorsement of consumer durable brands on TV. Watch out for forthcoming interesting analyses in future.