TV ad vol for durables sector saw 21% jump in Jan-Sept ’22

January-September ’22 saw ad volumes on TV for durables increase by 21% when compared to the same period last year, shows TAM AdEx report for the category.

In this period, the top ten categories and advertisers accounted for more than 70% and 35% of sector ad volumes, respectively. While ‘fans’ was the top category, Electrolux Kelvinator emerged as the top advertiser for the sector. 

The number of brands who advertised on TV during Jan-Sep’22 stood at over 400. Among them, the top ten brands had a 23% share of ad volumes. Over 200 exclusive brands advertised under the durables sector compared to Jan-Sep’21.

Data for Jan-Sept ’21 shows TV ads in the durables category jumped 79% compared to the same period in the previous year. 

Meanwhile, the news genre alone accounted for 58% of the sector's ad volume, with GEC coming second. The top three channel genres grabbed 90% of the ad volume share.

In Print, ad space in the durables sector increased by nearly 3 times in the medium in Jan-Sept '21-22; the rise was 2-fold for Jan-Sep'20 respectively. The sector’s ad space increased by 58% in Jan-Sept ’22 compared to Jan-Sept ’21. 

The top ten categories accounted for 85% share of ad space. Consumer Durables/Home Appliances topped among the categories in Print with 39% of ad space share. The top ten advertisers took 50% share. TTK Prestige India was the top advertiser in the sector with 12% share of ad space in Jan-Sep '21.

During Jan-Sep’22, over 1600 exclusive brands appeared under the durables sector compared to Jan-Sep’21. Haier Self Clean Inverter AC was the top exclusive brand.

On Radio, advertising volumes for the sector saw an increase of 4.3 times in Jan-Sep '22 over Jan-Sep’20. The top ten brands added 46% to the overall advertising space of the sector on Radio. 100+ brands advertised exclusively during Jan-Sep’22 over Jan-Sep’21. 

Ad insertions in the durables sector on digital saw a rise of 53% in Jan-Sep’22 over Jan-May’20 whereas it dropped 4% in Jan-Sep’21 compared to Jan-Sep’20. Digital ad insertions for the sector saw an increase of 59% in Jan-Sep’22 over Jan-Sep’21.

On Digital, the top ten categories got 75% share of the sector’s ad insertions. While the top ten advertisers had a 60% share in Jan-Sep'22, Samsung India Electronics was on top of the list with 17% share.