The volume of consumer durable advertising on television increased 2.5 times in Jan-June’23 compared to the same period in 2022 and three times compared to Jan-June 21.
According to the TAM Adex report on the consumer durable category for H1, print ad space climbed by 43% in Jan-Jun'22 and 38% in Jan-Jun'23 compared to Jan-Jun'21, while ad space declined by 3% in Jan-Jun'23 compared to Jan-Jun'22. On the other hand, the category ad volume on radio increased 2.2 times in Jan-Jun'23 compared to Jan-Jun'22. Meanwhile, ad impressions of the category on digital declined by 30% in Jan-Jun'23 compared to Jan-Jun'22.
On TV, TTK Prestige India and Franke Faber India together accounted for 58% of the category’s advertising share. TTK Prestige India was the leading brand with a 39% share of category ad volumes in H1’23. Hawkins Cookers, Kottaram Trading Company and Bajoria Appliances were the exclusive advertisers among the top ten of H1’23 over H1’22. The Prestige Range and Faber Kitchen Appliances together contributed 58% share of ad volumes on TV for the Consumer Durables category.
Meanwhile, on TV the preferred genre for the category was GEC and Movies which collectively added 66% of ad volume share for the Consumer Durables/Home Appliances category during Jan-Jun’23.
TTK Prestige India not just on TV but also remained the lead advertiser on print medium. As well. The advertiser retained its first position with a 37% share of ad space in Jan-Jun’23 compared to Jan-Jun’22. Sterne India and Philips Domestic Appliances India were the exclusive advertisers present in the top ten list during Jan-Jun’23 over Jan-Jun’22. Among the top brands on the print medium, Prestige Range again topped the list with a 37% share of ad space in Jan-Jun’23. NU Range of Products and Philips Home Appliances were the exclusive brands present in the top ten during Jan-Jun’23 compared to Jan-Jun’22.
According to the report, Hindi was the most preferred language for the category when it come to advertising on print media with a 38% share of ad space.
Unlike TV and print, Havells India leads the top ten advertisers list on Radio. The advertisers solely added a 75% share of category ad volumes in Jan-Jun’23. Godrej & Boyce Manufacturing Company and Kottaram Trading Company were the exclusive advertisers present in the top 10 list during Jan-Jun’23 compared to Jan-Jun’22. Among the top ten brands, Lloyd Durable Range was leading in Jan-Jun’23 with a 41% share of category ad volumes on Radio.
Meanwhile, Samsung India Electronics was the advertiser on digital with a 46% share of category ad impressions in Jan-Jun’23. The top two advertisers collectively added 58% share of ad impressions in Jan-Jun’23. LG Electronics India, Xiaomi Technology India, Haier Appliances and Oplus Mobitech India were the new entrants in the top 10 advertisers in H1’23.