Television brands to lead ad spending in consumer durables category
Water purifiers, television sets and air conditioners have been the key advertisers in the consumer durables space, contributing a combined advertising share of around 34% on TV

The consumer durables category is one of the highest spending categories as far as advertising and marketing is concerned. However, consumer durable brand ad spends had relatively decreased last year and their ad spends even declined during the festive season. India is expected to become the fifth largest consumer durables market in the world by 2025. The sector is expected to double at 14.7 per cent CAGR to $12.5 billion in FY15 from $6.3 billion in FY10. Despite the robust growth in this sector, the advertising of durables on TV as well as print has not seen a similar trend. After substantial growth in the year 2010, the category has witnessed a drop in media presence (TV and Print) in the last couple of years. But, this is slowly changing as many consumer durable brands have started to increase their volume of advertising.
Ad Spend Trends
Consumer durables is a vast category which consists of different products like water purifiers, televisions, air conditioners, power backup systems, kitchen products etc. Out of this, water purifiers, television sets and air conditioners have been the key advertisers in the consumer durables space; contributing a combined advertising share of around 34% on TV according to a report by Strategy Group, the Analytical Arm of TAM Media Research. The report further states that among these top three product groups, seasonality affects the advertising volumes. Water purifiers ad volumes increase around rainy season, while that of air conditioners increases around summer. As far as the television ad volume is concerned, it mostly witnesses an upward trend during festive seasons.
There is considerable difference in the media plans of top players within TV category. According to the S-Group Insights Report, Samsung has clear focus on South regional/ English content, while Sony prefers news channels for its campaign. This was clearly seen during the Bihar election counting day on November 8 when Sony Bravia advertised heavily on NewsX and India Today TV channels. Even Lloyd LED TVs took this opportunity to advertise heavily on CNN IBN where it was the presenting sponsor and on IBN7. Samsung relies on English advertising on TV with 97 per cent share of the language. Panasonic advertises purely in English while Sony has least preference for English.
Samsung had the most widespread campaign in 2014, which reached out to 90 per cent of the universe at the frequency of 22. It took the advertiser 85 channels to build these deliveries. Sony reached to 81 per cent of the universe with the frequency of 11, using 63 channels (2014). Both top advertisers have higher deliveries on older age group (25+) and higher SECs. (2014). The skew towards metros is heavy while LC1 markets are underexposed. South market is clear priority for Samsung and exposure in terms of reach as well as frequency is higher.
Preferred Mediums
For Samsung, Times of India was the most heavily used publication, while Sony relied on Times of India and Dainik Bhaskar for its campaign. Even though the preferred publication house of top players varies, the category is ruled by Times of India and Dainik Bhaskar with around 12 per cent share each. As long as the language is concerned, the focus shifts to Hindi and other regional languages. Here, Panasonic has least preference for English while contribution of Hindi advertising has increased to 50 per cent.
While ad spends from television companies in the consumer durables category is expected to grow much higher, other products in this category are also showing signs of increase. The LED lighting products have seen a rise in advertising in the past few months. Several brands such as Philips, Syska, EON LED Lighting, HPL LED Lighting, Bajaj LED, etc. have started to advertise in a major way on TV. All of these brands advertised heavily during the Bihar election counting day on TV news channels.
With the consumer durables advertising witnessing a gradual surge, hope the trend is here to stay.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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