Consumer durables advertising shows 2.9x growth on TV and 81% digital dominance in the first half of 2024, according to TAM report – Brand Wagon News

As the first half of 2024 unfolds, the consumer durables and home appliances advertising landscape reveals a competitive environment. From January to June 2024, TV advertising volumes in this category grew significantly, showing an increase of 2.9 times compared to the same period in 2022 and 11% compared to the first half of 2023, according to the TAM report AdEx. This growth is particularly interesting when compared to the 2.6 times increase observed the previous year.

Leading the advertising load are Godrej & Boyce Mfg Company, Usha International, Voltas, KCM Appliances and Sivanesan & Co, which dominated the ranking as exclusive top ten advertisers in the first half of 2024. Godrej Eon Vogue Edition will take first place with a 33. % share of ad volumes, which shows the impact of product innovation on advertising strategy.

Programming genre also played a vital role, with news and general entertainment (GEC) channels together accounting for 65% of ad volume share. Newsletters emerged as the preferred platform to promote these brands, indicating a potential shift towards serious content to engage viewers.

In contrast, print advertising for consumer durables faced challenges. The TAM report points to a 3% decline between January and June 2023 and a further 9% decline between January and June 2024 compared to the same period in 2022. The 6% decline from the previous semester signals reduced confidence in the press as an advertising medium. TTK Prestige India and Stovekraft maintained their positions, with 41% and 21% ad space shares, respectively, despite a shrinking market.

The South Zone emerged as a key player, capturing 33% of the print ad share between January and June 2024, closely followed by the North Zone. Notably, 81% of print advertising space was focused on promotional offers, highlighting the sector’s reliance on discounters to attract price-sensitive consumers.

On the radio side, the consumer durables sector saw 6% growth in ad volumes between January and June 2024 compared to the previous year. However, when considered alongside a remarkable 2.3x increase between January and June 2022, radio remains a relevant channel, albeit with mixed results. Ad impressions rose 5% in the last half-year, in contrast to a 19% drop between January and June 2023.

Samsung India Electronics led the radio category, accounting for 28% of ad volumes, while Gujarat topped with a 35% share of ad volumes, illustrating a targeted effort to engage consumers through audio platforms.

In the digital space, programmatic transaction methods dominated, accounting for 81% of impressions in the consumer durables category. This trend highlights a clear preference for data-driven advertising approaches that allow brands to optimize their reach.

Samsung India Electronics consolidated its presence with a 25% share of category ad impressions between January and June 2024, while the top two advertisers combined accounted for 34% of impressions. Asustek Computer Inc debuted among the top ten advertisers, showing that innovation extends beyond products to advertising strategies.

As brands navigate the changing landscape of consumer engagement through the first half of 2024, the insights from the TAM report emphasize the need for adaptive strategies. With television experiencing growth, print facing decline, radio showing resilience and digital strategies gaining traction, the consumer durables and home appliances sector is poised for an interesting second half of the year.

The key question remains: Will these advertising streams maintain their momentum, or will the tides turn again in the dynamic realm of consumer engagement? The answers are ahead.

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