Godrej & Boyce achieves top TV ad volume share in durables: TAM report, ET BrandEquity

(representational image)The advertising volumes in the Consumer Durables category experienced significant growth across most media channels, except for print. According to TAM AdEx data for January to June 2024, television ad volumes surged 2.9 times compared to the same period in 2022 and increased by 11 per cent compared to January to June 2023. Notably, January to June 2023 had already seen a growth of 2.6 times over January to June 2022.

On radio, there was a 6 per cent increase in ad volumes for January to June 2024 compared to January to June 2022, with a remarkable 2.3 times growth compared to January to June 2023. However, there was a significant decrease of 52 per cent in ad volumes in January to June 2024 compared to January to June 2023.

In the digital space, ad impressions rose by 5 per cent during January to June 2024, following a drop of 19 per cent in January to June 2023 compared to January to June 2022. When comparing January to June 2024 to January to June 2023, ad impressions saw a substantial increase of 30 per cent.

Conversely, print advertising for Consumer Durables/Home Appliances declined in both January to June 2023 and January to June 2024, with decreases of 3 per cent and 9 per cent respectively compared to January to June 2022. Additionally, ad space in January to June 2024 decreased by 6 per cent compared to January to June 2023.

According to TAM AdEx data, in the first half of 2024, on TV Godrej & Boyce Mfg Company, Usha International, Voltas, KCM Appliances, and Sivanesan & Co emerged as exclusive advertisers among the top 10 in the Consumer Durables/Home Appliances category, compared to the same period in 2023.

Godrej & Boyce Mfg Company and Versuni India Home Solutions together accounted for 61 per cent of the advertising share in the Consumer Durables/Home Appliances category. Godrej & Boyce Mfg Company held the top position with a 33 per cent share of category ad volumes in the first half of 2024.

The Godrej Eon Vogue Edition was the top product in the Consumer Durables/Home Appliances category, capturing a 33 per cent share of ad volumes from January to June 2024. Together, the Godrej Eon Vogue Edition and the Philips Air Fryer accounted for 61 per cent of ad volumes on television in this category during the same period.

The two leading channel genres on television—News and General Entertainment Channels (GEC)—accounted for a combined 65 per cent share of ad volumes for this category during January to June 2024. Notably, News Bulletins were the most favored program genre for promoting Consumer Durables and Home Appliances brands on television.

In print advertising, TTK Prestige India and Stovekraft maintained their positions as the top two advertisers in the Consumer Durables/Home Appliances category, holding 41 per cent and 21 per cent shares of ad space, respectively, in January to June 2024 compared to the same period in 2023.

Additionally, Hawkins Cookers, Mittal Electronics (Del), and United Metalik were the exclusive advertisers included in the top 10 list from January to June 2024, compared to the same period in 2023. Together, the top 10 advertisers accounted for 90 per cent of the ad space in the print medium during January to June 2024.

During January to June 2024, the top 10 brands collectively accounted for 88 per cent of the ad space in the Consumer Durables/Home Appliances category. The Prestige Range secured the top position with a 41 per cent share of ad space during this period.

Among the four zones, the South Zone emerged as the leading territory for print advertising in this category, capturing 33 per cent of the share, closely followed by the North Zone. Notably, promotional offers accounted for 81 per cent of print ad space in the Consumer Durables/Home Appliances category during this period.

According to the TAM report, on radio, Samsung India Electronics was a significant player, contributing 28 per cent of the category’s ad volumes in January to June 2024, with Gujarat leading the way with a 35 per cent share of ad volumes. Sharp India, Canon India, Hella Infra Market, and Wonderchef Home Appliances were also exclusive advertisers included in the top 10 list during January to June 2024, compared to the same period in 2023.

The top five brands collectively accounted for 63 per cent of ad volumes in the Consumer Durables/Home Appliances category during January to June 2024. The Samsung Experience Store ranked first in this period, capturing a 19 per cent share of category ad volumes on radio.

In the digital space, Samsung India Electronics also topped the category, securing a 25 per cent share of ad impressions in the same period. The top two advertisers collectively accounted for 34 per cent of ad impressions. Asustek Computer Inc was the exclusive advertiser included in the top 10 list during January to June 2024, compared to the same period in 2023.

The programmatic transaction method was the most widely used for Consumer Durables/Home Appliances ads in digital, contributing 81 per cent of impressions.

• Published On Oct 21, 2024 at 09:21 AM IST

Join the community of 2M+ industry professionals

Subscribe to our newsletter to get latest insights & analysis.

Download ETBrandEquity App

• Get Realtime updates
• Save your favourite articles

Scan to download App