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Overview of Summer Appliances* on TV, Print & Radio

Period: Jan-Mar, 2017

*Summer Appliances Includes following Categories: (1) Air Conditioners, (2) Air Coolers, (3) Fans, (4) Refrigerators and (5) Water Coolers.

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Highlights

Summer Appliances advertising in Print surged by

110% in Jan-Mar ’17 compared to Jan-Mar ’16.

TV had 79% share of Summer Appliances Ad

Insertions.

Air Conditioners was the top Category for all the

mediums.

Panasonic India Pvt Ltd was the only advertiser

present in Top 10 list for all the mediums.

Voltas All Star Inverter AC was the top new brand

on TV and Print.

Among Sales Promotions, Discount Promotion was

on top with 48% share of Summer Appliance

advertising in Print.

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Index TV Print Radio

100 98

210

99

Index : Jan-Mar ’16 = 100

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17

Advertising in Print surged by 110% in Jan-Mar ’17 compared to Jan-Mar ’16

Growth in Ad Volumes for Summer Appliances during Jan-Mar ’17

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

Category Advertising on TV and Radio declined

marginally by 2% and 1% respectively while Print

observed a surge of 110% during Jan-Mar ’17

compared to Jan-Mar ’16.

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Media wise contribution of Ad Insertions in Summer Appliances

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

79%

15%

7%

TV Radio Print

TV had 79% share of Summer Appliances Ad Insertions

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Ad Insertions for TV, Radio and Print Period: Jan-Mar ’17

TV was on top with 79% share of Ad Insertions,

followed by Radio with 15% share.

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Monthly Trends based on Ad Insertions in Summer Appliances

Trend lines of Summer Appliances Ad Insertions on

Print and Radio were very much alike.

82 %

85 %85 %

0

10

20

30

40

50

60

70

80

90

Jan '17 Feb '17 Mar '17

% A

d Inse

rtio

ns

TV Print Radio

All mediums had highest Ad Insertions in March

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Ad Insertions for TV, Radio and Print Period: Jan-Mar ’17

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

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Air Conditioners was the top Category for all the mediums

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17

Fans category stood on 2nd

for TV and Print.

Air Conditioners category

had highest Ad contribution

in all mediums.

Categories of Summer Appliances

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

46 %

30 %

23 %

0.2%

Air Conditioners Fans

Air Coolers Refrigerators

57%22%

16%

5% 0.1%

Air Conditioners Fans

Air Coolers Refrigerators

Water Coolers

61%

36%

2% 1%

Air Conditioners Air Coolers

Fans Refrigerators

TV Print Radio

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Top 10 advertisers added 82% on TV, 77% in Print and 95% on Radio

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17

Panasonic India Pvt Ltd,

the only advertiser present

in Top 10 list for all the

mediums.TV % Share

Symphony Ltd 13

Voltas Limited 13

Godrej & Boyce Mfg Company Ltd 11

Orient Electric 10

Lloyd Electric & Engineering Limited

8

Panasonic India Pvt Ltd 7

Crompton Greaves 6

Havells India Ltd 6

Kitchen Appliances Pvt Ltd 5

Blue Star Ltd 3

Print % Share

Havells India Ltd 14

Lloyd Electric & Engineering Limited

11

Voltas Limited 10

Videocon Industries Ltd 10

Panasonic India Pvt Ltd 8

Orient Electric 6

Hitachi Home & Life Solutions 6

Symphony Ltd 5

Whirlpool of India Limited 4

Samsung India Electronics Ltd 2

Radio % Share

Godrej & Boyce Mfg Company Ltd

27

Ram Air Cooler 18

Panasonic India Pvt Ltd 13

Bajaj Electricals Limited 9

Reshab Merchandise Pvt Ltd 8

Mitsubishi Electric 6

LG Electronics India Ltd 4

IFB Industries Ltd 4

Daikin Shriram Airconditioning 4

Champion Industries 2

Top 10 Advertisers of Summer Appliances

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

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Top 5 New Brands of Summer Appliances in each Media

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

Radio

Godrej Nxw AC

Champion Fans

Hayashi Fans

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17

Voltas All Star Inverter AC on top for TV and Print Havells and Panasonic had 2 brands each in the list

of Top 5 New Brands in Print.

TV

Voltas All Star Inverter AC

Carrier Service

LG Dualcool Air Conditioner

Panasonic Nanoe G

Vego 3D Air Coolers

Print

Voltas All Star Inverter AC

Havells Octet

Panasonic Nanoe G

Havells Enticer Art

Panasonic Sky Series

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Top 10 Program Genres of Summer Appliances Advertising on TV

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

News Bulletin was the top Program Genre with 48%

share of Summer Appliances advertising on TV,

followed by Feature Films with 10% share.

Rank Program Genres % Share

1 News Bulletin 48

2 Feature Films 10

3 Interviews/Portraits/Discussion 6

4 Reviews/Reports 6

5 Film Based Magazines 4

6 Business Program 4

7 Comedies 3

8 Drama/Soap 2

9 Religious/Devotional/Astrology 2

10 Cricket 2

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Secondages for TV Period: Jan-Mar ’17

News Bulletin was the top Program Genre on TV

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Advertising Promotions of Summer Appliances

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

70%

30%

Brand Promotion Sales Promotion

48%

22%

16%

13%1%

Discount Promotion Multiple Promotion

Add On Promotion Exchange Promotion

Others

Sales Promo.

Ad Promotions Sales Promotions

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Col*Cms for Print Period: Jan-Mar ’17

Brand Promotion covered 70% of

the Pie followed by Sales

Promotion with 30% share of Ad

space.

Among Sales Promotions, Discount

Promotion was on top with 48%

share of Summer Appliance

advertising in Print.

Brand Promotion was on top with 70% share of Print advertising

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South Zone was on top with 35% share of advertising in Print

*City and Ad Language Table provides Top 10 records

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Col*Cms for Print Period: Jan-Mar ’17

Zone % Share

South Zone 35

North Zone 33

West Zone 21

East Zone 10

National 0.2

City % Share

Mumbai 3

Bangalore 3

New Delhi 3

Chandigarh 2

Hyderabad 2

Chennai 2

Ahmedabad 2

Nagpur 2

Lucknow 2

Jaipur 1

Ad Language % Share

English 67

Hindi 17

Telugu 5

Marathi 3

Malayalam 2

Gujarati 2

Tamil 1

Kannada 1

Oriya 1

Bengali 0.1

Zone, Language and City wise Advertising share of Summer Appliances in Print

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

Mumbai was the top City with 3% share of Summer

Appliances advertising in Print.

English was the top Ad Language with 67% share of

Ad space in Print.

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36%

12%10%

9%

8%

6%

6%

5%3% 2% 2%

Maharashtra Madhya Pradesh West Bengal Tamil NaduDelhi Andhra Pradesh Uttar Pradesh KarnatakaKerala Rajasthan Gujarat

Maharashtra topped with 36% share of Ad volumes on Radio

State wise share of Summer Appliances Advertising on Radio

(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate

market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)

Source: AdEx India (A Division of TAM Media Research)

Note: Figures are based on Secondages for Radio Period: Jan-Mar ’17

Maharashtra was on top with 36% share of Summer

Appliances advertising on Radio, followed by

Madhya Pradesh with 12% share.

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Watch this space for interesting analysis

(Analysis from AdEx India- A Division of TAM Media Research)

For any queries write to: tamquery@tamindia.com