LG Electronics was top spender in consumer durables advertising
in Print in 2005: AdEx study
April 19, 2006
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Key Findings:
• In 2005, the Consumer Durables category formed 43% of
FMCG Print advertising
• The category registered a
growth of 3% in 2005 over 2004 in Print advertising
•
Highest share of spends in Q4 across 2003-05
• Television
sets contributed the most to the category’s advertising
in print
• LG Electronics remained the highest spender
in 2005 and in Q1 of 2006
• Newspapers were most preferred
by the category
• Add-on promotions were the most
popular type of sales promotions used
Gone are the days when consumers had a limited choice when
it came to purchasing Consumer Durables. Now, with the bulging
list of new entrants in the category, consumers have a wider
range to choose from. The obvious outcome is that the consume
durables players have had to pump up their advertising initiatives.
This week, AdEx India brings you an update on the advertising
initiatives by the Consumer Durables category in Print medium.
1. Contribution from Consumer Durables within FMCG Print Advertising
for 2005 |
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Consumer Durables had the highest share of FMCG sector advertising
with 43% in 2005
2. Drift of Print advertising in Consumer Durables category
since 2001 |
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• 2003 witnessed
the highest growth (16%) over the previous year
•
Print advertising grew by 3% in 2005 compared to 2004 in ‘Consumer
Durables
3. Quarterly trends of Print advertising by Consumer Durables
across 2003 to 2005 |
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• Maximum spends by advertisers in Q4 during the
last 3 years in Print
4. The share of Consumer Durables sub-categories in Print
in 2005
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Television sets had the highest share of print advertising
with 23%
• Multiple Durables Range followed closely with a share
of 22% in 2005
5. The top spenders in 2005 and the first quarter of 2006
in the Consumer Durables category: |
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The Top four spenders in 2005 and in Q1 of 2006 were almost
the same, except the shuffling of their positions
·
LG Electronics India Ltd maintained its top position (13%) in
2005 and in the first quarter (14%) of 2006
6. Mediums preferred by Consumer Durables advertisers in Print
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• Newspapers
had the highest share of Consumer Durables with 91%, the rest
(9%) belonged to Magazines
We will be coming out with similar analyses on other categories
in the coming days.
7. Publication language preferred by Consumer Durables advertisers:
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• English was
the most preferred language for advertising Consumer Durables
with 42% share
• The National language was the second
preference for advertising with 29%
8. The types of promotions used to advertise for this category
in 2005: |
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• In Sales
Promotions, ‘Add-on Promotions’ had the highest
share of 12%, closely followed by ‘Contest Promotions’
with 11% share.
We will be coming out with similar analyses on other categories
in the coming days. |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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