TAM AdEx, Marketing and Advertising News, AND BrandEquity
Films alone accounted for 39% of advertising volumes in the category, followed by news in second place. The top three channel genres captured 73% of ad volumes for the laptops and notebooks category between January and August 21. Feature films were the preferred genre of program to promote laptops and notebooks on the television. The top three genres of programming, that is, feature films, newsletters and movie songs, together added more than 60 percent of ad volumes by category.
On television, prime time was the preferred time slot, followed by afternoon. The prime time, afternoon and morning time slots together added 70% of ad volumes. Notebooks and notebooks advertisers preferred a 20-40 second ad size on television. The size of ads under 20 seconds and 20 to 40 seconds added 94% share of ad volumes by category between January and August 21.
In print media, the ad space for the laptops and notebooks category increased by 18% between Jan-Aug 21 and Jan-Aug 20. Hewlett Packard India and Asustek Computer were among the top two advertisers in the category which together contributed over 65% ad space share in Jan-Aug 21.
HP Laptop was the leading brand with 17% ad space share, followed by HP Elitebook 840 G7 with 16% share. The top 10 brands include three brands from Asus and two brands each from HP and Apple.
Between January and August 21, English led the way with over 80% ad space share on laptops and notebooks, followed by Hindi with just 5% share. Together, the top five publication languages added 97 percent ad space share in the category. The general interest publication genre dominated with a 71 percent share of advertising space.
The southern zone dominated with 38% ad space share between January and August 21, followed closely by the western zone. Mumbai and New Delhi were the top two cities in India for the print advertising category. Sales promotion accounted for 38% share of the notebook and notebook computer category between January and August 21. Among advertisers using sales promotions, Apple Computer India dominated with 61 percent ad space share. , followed by Hewlett Packard India with 30 percent share from January to August 21. Comparing January-August’21 * to January-August’20, a 40 percent growth in laptop and notebook advertising was observed on the radio medium. Among advertisers, Apple Computer India dominated with 80 percent ad volume share in January-August 21. Apple Macbook was the top brand with 80 percent ad volume share, followed by Avita Laptops with 9 percent. hundred of share.
Delhi state led the way with a 23 percent share of ad volumes, followed by Maharashtra with a 21 percent share. The first two states occupied more than 40 percent of the advertising pie for the category. Radio advertising was preferred in the evening, followed by morning and afternoon. Over 70 percent of ad volumes for the laptop and notebook category came from the evening and morning time slots.
On digital media, ad insertions rose sharply by 60% between January and August 21, compared to January-August 20 for laptops and notebooks. Dell Computer Corporation and Lenovo were the top two advertisers in this category, which together added 85 percent of ad insertions between January and August 21. Among the top 10 brands, nine brands were owned by Dell Computer Corporation. The top 10 brands had a 70 percent share of ad inserts.
During Jan-Aug ’21, display ads were produced on digital media as much as possible. On digital screens, desktops and mobile devices recorded more than 85% share of ad insertions between January and August 21.