Advertising trends of brands with high summer seasonality
in Print: AdEx study
May 04, 2006
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|
Key
Findings:
• ‘Summer Cool’ category
advertising in Print dipped by 10% in 2005
• 2nd Quarter
witnessed maximum print advertising during last three years
• Air-conditioners were the most advertised Summer Cool
category in 2005
• Northern publications had the highest
share in Summer Cool advertising
• Magazines garnered
11% share of Summer Cool brands advertising in 2005
•
LG Food Guard Refrigerator tops Summer Cool category advertising
in 2005
As the mercury rises and the
summer heat sets in, advertisers start cashing in on ‘summer
cool brands’. AdEx India takes a look at the visible
brands during summer in 2005 in Print. The categories taken
into consideration for the analysis are as follows:.
|
 |
| Sr.
No |
Categories |
Sr.
No |
Categories |
| 1 |
Aerated
Soft Drinks |
9 |
Mineral
Water |
| 2 |
Air
Conditioners |
10 |
Non
Aerated Soft Drinks |
| 3 |
Air
Coolers |
11 |
Prickly
Heat Powder/lotions |
| 4 |
Cooling
Hair Oils |
12 |
Refrigerators |
| 5 |
Cooling
Toilet Soaps |
13 |
Squashes/cordials/syrups |
| 6 |
Fans |
14 |
Sunglasses/lens |
| 7 |
Ice
Cream/frozen desserts |
15 |
Sunscreen
lotions/creams |
| 8 |
Cooling
Milk Beverages |
16 |
Talcum
Powders |
|
| 1.
Drift of Print advertising in Summer Cool category from 2003-2005:
|
|
• 2005 experienced
a 10% de-growth over 2004 in Summer Cool Print advertising
2. Quarterly trends in Print advertising in Summer Cool category
across 2003 to 2005 |
| |
|
• Summer Cool category advertising was the maximum during
April-June in all the three years
3. The share of categories in Summer Cool Print advertising
in 2005 |
|
| •
Air-conditioners had the highest share of Summer Cool Print
advertising at 32%
• Refrigerators had a 25% share of Summer Cool advertising
4. The Top 5 Summer Cool categories that grew the most in
2005 |
|
|
•
Mineral Water registered the highest growth of 60% in 2005
over 2004
• Sunglasses/lenses advertising grew by 55% in 2005
compared to 2004
5. Zonal share of Summer Cool category print advertising in
2005 |
|
•
33% of Summer Cool advertising featured in Northern publications
in 2005
• Western publications had a share of 29%
6. The type of Print Medium preferred for Summer Cool advertising
in 2005: |
|
•
Newspapers were clearly the preferred Print medium with 89%
share of Summer Cool advertising
• 61% of summer brand
advertisements were in colour in Print medium
7. The Top 10 Summer Cool Brands in 2005 in Print medium: |
|
• LG Food
Guard Refrigerator was the top Summer Cool brand in 2005 with
4% share of spends
o The Apr-June (summer cool) period alone
contributed a huge 77% of total annual spends by LG Food Guard
Refrigerator in 2005
• LG Health Zone Air-conditioner followed closely
with a share of 3.8% in Summer cool advertising
We will be coming out with similar analyses on other categories
in the coming days. |
|
| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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