S-Group Insights: Water Purifiers record 34% growth in ad duration on TV in 2015 compared to 2011

exchange4media News Service

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753 words
6 July 2016
Exchange4Media.com
ATEXME
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exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a
weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column aims to
aid advertisers and media agencies to understand changes in Media Consumption patterns leading to
Scientific Advertising Investments. In the current column, we take a look at Water Purifiers as a category.
With the oncoming rains, consumers are increasingly on the lookout to buy the best water purifiers in the
market. Water purification needs in India vary widely according to region. Rising awareness amongst urban
as well as rural population of India regarding impurities present in the supplied water is steering demand for
water purifiers in the country.
Continuous degradation in the quality of water and growing health concerns among rural as well as urban
consumers have been boosting demand for efficient contaminant removal technologies like RO (Reverse
Osmosis), UV (Ultraviolet) filtration and gravity purification in India.
The market for Water Purifiers in India is projected to grow at a CAGR of over 21% through 2020. Major
players currently dominating the water purifiers market on TV ad space in India include Hindustan Lever
Limited,Eureka ForbesLtd and Kent RO System Ltd.
On TV Medium, advertisement duration of Water Purifiers has seen an increase of 34% in Yr 2015 as
compared to Yr 2011.
Yearly maximum growth has been witnessed in Yr 2013 which was 19% followed by Yr 2015 which was 16%.
We can see a seasonal advertising trend for Water Purifiers, starting from May to August of every year. On
an average 234 % increase in advertising duration is witnessed in these months (May - August) as compared
to rest of the year
Let's look at the further break up of duration in hours based on major advertisers:
Over the years, in terms of advertisement duration, Hindustan Lever Ltd. dominates the TV Medium for Water
Purifier segment. In Yr 2015, Eureka Forbes Ltd has seen an increase in advertisement duration by almost
110 % as compared to Yr 2014. Other Top Advertisers include Kent RO System Ltd, Okaya Power Ltd, Tata
Chemicals Ltd to name a few.
In Print medium, Water Purifiers have seen an increase in overall volumes by 83% for Yr 2013 as compared
to Yr 2012. On Television platform, Hindustan Lever Ltd. dominates the advertisement levels while Kent RO
Systems Ltd dominates in Print medium followed by Eureka Forbes Ltd & Hindustan Lever Ltd.
Overall in Yr 2015, Kent RO System Ltd alone has 53% of the volume in Print medium as compared to other
advertisers.
When compared the Top 2 advertisers in Print medium, i.e. Kent RO Systems Ltd (53%) & Hindustan Lever
Ltd (15%), Kent RO advertises in 23 states as compared to Hindustan Lever which advertises in 15 states
only.
31% of the advertising for Kent RO System Ltd. comes from Uttar Pradesh viz Lucknow & Kanpur &
Maharashtra, majorly Mumbai, Pune & Nagpur.
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On Radio, the number of advertises for Water Purifiers are less as compared to that of TV & Print Medium.
Radio has witnessed 81% increase in advertising volumes for Water Purifiers in Yr 2015 as compared to Yr
2014.
South & West Zone dominates the advertising volumes over the last 4-5 Years for Radio Medium.
Mostly morning (0900-1200) & evening (1800-2100) timings are preferred for advertising on this medium.
For the Yr 2015, Panasonic India Pvt. Ltd was the top advertiser followed by Eureka Forbes Ltd. Eureka
Forbes Ltd. has seen an increase of 105% in Advertising Volumes for the Yr 2015 as compared to Yr 2014.
Eureka Forbes Ltd. who earlier use to advertise on BIG FM & Radio Mirchi (Yr 2014), has completely shifted
their focus on Radio City for the Yr 2015.
Kent RO Systems Ltd. which was advertising heavily on Radio till year 2013 has completely shifted their
focus on TV & Print medium.
Print medium has also seen an increase of 65% in advertising volumes for Kent RO Systems Ltd. for the Yr
2013 as compared to Yr 2012, while TV has seen an increase of 54% in advertising duration in Yr 2014 as
compared to Yr 2013.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx &
https://www.techsciresearch.com/report/india-water-purifiers-market-forecast-and-opportunities2020/558.html
Period: Jan' 2011 to Dec'2015
Document ATEXME0020160706ec7600001

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