In the first half of 2024, ad volumes of the Consumer Durables/Home Appliances category on Television witnessed a growth of 11% compared to H1 2023, as per TAM AdEx Report.
During H1 2024, the ad volumes of the category on TV witnessed a growth of 2.9 times when compared to the same period in 2022. Also, H1 2023 observed growth of 2.60 times over the first half of 2022.
Further, Godrej & Boyce Company and Versuni India Home Solutions together accounted for 61% of the Consumer Durables/Home Appliances’ advertising share. Godrej & Boyce Company was in first position with a 33% share of category ad volumes in H1 2024.
Godrej & Boyce Company, Usha Intl, Voltas, KCM Appliances, and Sivanesan were the exclusive advertisers among the top 10 from January to June 2024 over the same time period in 2023.
Godrej Eon Vogue Edition was at first among the top 10 brands of the category on TV, with a 33% share of ad volumes in H1 2024. Meanwhile, Godrej Eon Vogue Edition and Philips Air Fryer together contributed 61% share of ad volumes on TV for the category.
The top two channel genres on TV i.e., News and GEC collectively added 65% of ad volume share for the Consumer Durables/Home Appliances category from January to June 2024. The Top five genres had an 89% share of category ad volumes.
As per the report, the News Bulletin was the most preferred program genre to promote Consumer Durables/Home Appliances on TV. The top two program genres i.e., News Bulletin and Cookery together added 53% of the total ad volume share of the category on TV.
Additionally, prime time was the most preferred time-band on TV followed by the afternoon time-band. The prime time, afternoon, and morning time bands together accounted for 76% share of ad volumes.
Moreover, the advertisers preferred less than 20 seconds and 20 to 40 seconds ad sizes almost equally on TV. Also, less than 20 seconds and 20 to 40 seconds ads together covered 87% share of the ad volumes during the first half of 2023.
In the print ad space for the Consumer Durables/Home Appliances category, there was a decline in both the first halves of 2023 and 2024, by 3% and 9% respectively, compared to H1 2022. Whereas, ad space in H1 2024 had decreased by 6% compared to H1 2023.
TTK Prestige India and Stovekraft retained their first and second position with 41% and 21% share of ad space from January to June 2024 compared to the same period in 2023.
Further, Hawkins Cookers, Mittal Electronics (Del), and United Metalik were the exclusive advertisers present in the top 10 list during H1 2024 over H1 2023. The top 10 advertisers covered 90% share of ad space in the print medium during the first half of 2024.
From January to June 2024, the top 10 brands collectively added 88% share of category ad space. Meanwhile, Prestige Range was first with a 41% share of the ad space in H1 2024.
Hindi was the most preferred language with a 41% share of ad space. The top five publication languages together added 84% share of the category’s ad space.
Among the four zones, the South Zone was the leading territory for Consumer Durables/Home Appliances advertising with a 33% share in the print, closely followed by the North Zone during H1 2024. In addition, New Delhi and Mumbai were the top two cities in pan India for the category advertising in print.
Further, 81% share of print ad space for the category was with promotional offers during the first half of 2024. Among sales promotions, multiple promotion occupied a 91% share of ad space followed by discount promotion with a 9% share during H1 2024.
Among the advertisers using promotional offers, TTK Prestige India was first with a 51% share of ad space from January to June 2024.
On radio, a growth of 6% and 2.3 times in category ad volumes was registered during H1 2024 and 2023 respectively compared to 2022. When compared to January to June 2023, ad volumes in the same period of 2024 decreased by 52%.
Samsung India Electronics solely added a 28% share of category ad volumes in the first half of 2024. Sharp India, Canon India, Hella Infra Market, and Wonderchef Home Appliances were the
exclusive advertisers present in the top 10 list during H1 2024 compared to the same time period of 2023.
The top five brands together covered a 63% share of ad volumes during H1 2024. Samsung Experience Store was first from January to June 2024 with a 19% share of category ad volumes on radio.
Furthermore, the top three states occupied 64% advertising share of the ad pie for the Consumer Durables/Home Appliances category. Gujarat topped with a 35% share of ad volumes in H1 2024.
The advertising for the Consumer Durables/Home Appliances category was preferred in the afternoon and evening time bands on the radio. The afternoon and evening time bands together covered a 69% share of ad volumes from January to June 2024.
In the digital space, the ad impressions during H1 2024 saw a rise of 5% whereas H1 2023 witnessed a drop of 19% compared to the same period of 2022. The ad impressions in the first half of 2024 increased by 30% compared to the first half of 2023.
Samsung India Electronics was on top with a 25% share of category ad impressions during H1 2024. The top two advertisers collectively added 34% share of ad impressions from January to June 2024. Additionally, Asustek Computer Inc. was the exclusive advertiser present in the top 10 list during H1 2024 compared to H1 2023.
The programmatic transaction method was the most utilised for Consumer Durables/Home Appliances ads on digital solely contributing an 81% share of impressions.
