Television Ad Volumes Surge Nearly 3X; TTK Prestige and Stovekraft Dominate Print with a Combined 62% Share
Mumbai: According to TAM AdEx’s Half-Yearly Advertising Report on Consumer Durables/Home Appliances (Jan-Jun 2024), the advertising landscape in this category has undergone significant changes across various media platforms.
Samsung India Electronics led the pack with a 25% share of ad impressions, while the top two advertisers collectively contributed 34% of the total ad impressions during this period. Notably, Asustek Computer Inc. emerged as an exclusive entrant in the top 10 list compared to Jan-Jun 2023.
Television ad volumes in this category saw remarkable growth, increasing by 2.9 times compared to Jan-Jun 2022 and 11% from Jan-Jun 2023. Godrej & Boyce Mfg Company and Versuni India Home Solutions together accounted for 61% of the category’s advertising share. The surge underscores the growing importance of visual media in consumer engagement. Prime Time (06:00 PM to 10:59 PM) was the most preferred slot for TV advertising, followed by the Afternoon time-band (12:00 PM to 03:59 PM).
In the print medium, TTK Prestige India and Stovekraft emerged as dominant advertisers, capturing 41% and 21% of ad space, respectively. The top three print advertisers—TTK Prestige India, Stovekraft, and Havells India—accounted for 8% of the total ad space. Collectively, the top 10 advertisers held a 90% share of print ad space during Jan-Jun 2024. Notably, 81% of print ads featured promotional offers, signaling a strategic focus on attracting consumer attention through incentives.
Radio advertising also saw strong activity, with Samsung India Electronics leading the way, contributing 28% of the category’s ad volumes. The top three radio advertisers—Samsung India Electronics, Sharp India (14%), and Canon India (13%)—played a key role in shaping the radio advertising landscape. Afternoon (11:00 AM to 04:59 PM) and Evening (05:00 PM to 09:59 PM) time-bands were the most preferred, collectively covering 69% of radio ad volumes during this period.
On digital platforms, Samsung India Electronics maintained its leadership with a 25% share of ad impressions. The top three digital advertisers—Samsung India Electronics, Oplus Mobitech India (9%), and Asustek Computer Inc (8%)—dominated the space, with brands like Havells India and Realme Mobile Telecommunications also making significant contributions.
The report highlighted the regional advertising trends, with the South Zone leading Consumer Durables/Home Appliances advertising in print, holding a 33% share, closely followed by the North Zone. This regional focus emphasizes the importance of localized marketing strategies to effectively reach target audiences.
