Consumer Durables - Home Appliances ads on TV surged 2.9x in H1’24 versus H1’22

In Jan-Jun’24, ad volumes of Consumer Durables/ Home Appliances category on Television witnessed a massive growth of 2.9x compared to Jan-Jun’22 and 11% compared to Jan-Jun’23, whereas Print ad space for Consumer Durables/ Home Appliances declined in both Jan-Jun’23 and Jan-Jun’24 by 3% and 9%, respectively, compared to Jan-Jun’22, as per TAM AdEx’s overview of advertising by the Consumer Durables/ Home Appliances category in the January-June 2024 period.

Television

Godrej & Boyce Mfg Company and Versuni India Home Solutions together accounted for 61% of the Consumer Durables/ Home Appliances’ advertising share. Godrej & Boyce Mfg Company was on 1st position with 33% share of the category ad volumes in H1’24. Godrej & Boyce Mfg Company, Usha Intl, Voltas, KCM Appliances and Sivanesan & Co were the exclusive advertisers among the Top 10 in H1’24 over H1’23.

Godrej Eon Vogue Edition was 1st with 33% share of the ad volumes in Jan-Jun’24. Godrej Eon Vogue Edition and Philips Air Fryer together contributed 61% share of the ad volumes on TV for Consumer Durables/ Home Appliances category.

The Top 2 channel genres on TV, that is, News and GEC, collectively added 65% of the ad volumes share for Consumer Durables/ Home Appliances category during Jan-Jun’24. The Top 5 genres had 89% share of the category ad volumes.

News Bulletin was the most preferred program genre to promote Consumer Durables/ Home Appliances brands on Television. The Top 2 program genres, that is, News Bulletin and Cookery, together added 53% of the total ad volume share of the category on TV.

Prime Time was the most preferred time-band on TV, followed by Afternoon time-band. Prime Time, Afternoon & Morning time bands together accounted for 76% share of the ad volumes.

Advertisers preferred <20 seconds and 20-40 seconds ad sizes almost equally on TV. < 20 seconds and 20-40 seconds ads together covered 87% share of ad volumes during Jan-Jun’23.

Print

Print ad space for Consumer Durables/ Home Appliances decline in both Jan-Jun’23 and Jan-Jun’24 by 3% and 9%, respectively, compared to Jan-Jun’22 whereas, ad space in Jan-Jun’24 had decreased by 6% compared to Jan-Jun’23.

TTK Prestige India and Stovekraft retained its 1st and 2nd position with 41% and 21% share of the ad space in Jan-Jun’24 compared to Jan-Jun’23. Hawkins Cookers, Mittal Electronics (Del) & United Metalik were the exclusive advertisers present in the top 10 list during Jan-Jun’24 over Jan-Jun’23. The top 10 advertisers covered 90% share of ad space in Print medium during Jan-Jun’24.

During Jan-Jun’24, the top 10 brands collectively added 88% share of category ad space. Prestige Range was 1st with 41% share of the ad space in Jan-Jun’24.

Hindi was the most preferred language with 41% share of the ad space. The Top 5 Publication languages – Hindi, English, Telugu, Marathi, Kannada – together added 84% share of category’s ad space.

Among the four zones, South Zone was the leading territory for Consumer Durables/ Home Appliances advertising with 33% share in Print, closely followed by North Zone with 30% during Jan-Jun’24. New Delhi and Mumbai were the Top 2 cities in pan-India for the category advertising in Print.

81% share of the Print ad space for Consumer Durables/ Home Appliances category was with promotional offers during Jan-Jun’24. Among Sales Promotions, Multiple Promotion occupied 91% share of the ad space, followed by Discount Promotion with 9% share during Jan-Jun’24.

Among the advertisers using promotional offers, TTK Prestige India was 1st with 51% share of ad space, followed by Stovekraft with 23% share during Jan-Jun’24.

Radio

On Radio, a growth of 6% and 2.3x in category ad volumes was registered during Jan-Jun’24 and Jan-Jun’23, respectively, compared to Jan-Jun’22. Compared to Jan-Jun’23, ad volumes in Jan-Jun’24 decreased by 52%.

Samsung India Electronics solely added 28% share of category ad volumes in Jan-Jun’24. Sharp India, Canon India, Hella Infra Market and Wonderchef Home Appliances were the exclusive advertisers present in the Top 10 list during Jan-Jun’24 compared to Jan-Jun’23.

The Top 5 brands – Samsung Experience Store, Sharp Durable Range, Canon Range (Printer/Copier/Camera), Samsung Durable Range, LG Home Appliances – together covered 63% share of the ad volumes in Jan-Jun’24. Samsung Experience Store was 1st in Jan-Jun’24 with 19% share of the category ad volumes on Radio.

The Top 3 states – Gujarat, Uttar Pradesh, Maharashtra – occupied 64% advertising share of the ad pie for the Consumer Durables/ Home Appliances category. Gujarat topped with 35% share of the ad volumes in Jan-Jun’24.

Advertising for Consumer Durables/ Home Appliances category was preferred in the Afternoon and Evening time-bands on Radio. Afternoon and Evening time bands together covered 69% share of the ad volumes in Jan-Jun’24.

Digital

Ad impressions during both Jan-Jun’24 saw a rise of 5%, whereas Jan-Jun’23 witnessed drop of 19% compared to Jan-Jun’22. Ad impressions in Jan-Jun’24 increased by 30% compared to Jan-Jun’23.

Samsung India Electronics was on top with 25% share of the category ad impressions in Jan-Jun’24. The Top 2 advertisers – Samsung India Electronics and Oplus Mobitech India – collectively added 34% share of the ad impressions in Jan-Jun’24. Asustek Computer Inc were the exclusive advertisers present in the Top 10 list during Jan-Jun’24 compared to Jan-Jun’23.

Programmatic transaction method was the most utilized for Consumer Durables/ Home Appliances ads on Digital solely contributing 81% share of impressions.

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