Two top categories that spent the most on Print during Onam 2019 were found to be consumer durables and electronic retail outlets.
Festivals are meant to be the time when families go all out with their expenditure capabilities. They tend to spend on products that require strategic planning and savings. The process involves researching and product experiences before the purchase is made. This reflects in the way brands approach festivals too. During Onam 2019, between the August 22 and September 13, 2019, 5 of the top 10 categories of brands that went big with advertising in Print were from the retail sector, reveals TAM data.
In terms of ad volumes share, Consumer Durables/Home Appliances topped the list with 20%, followed by Retail Outlets – Electronics/Durables (17%), Retail Outlets – Jewellers (8%), Retail Outlets – Clothing/Textiles/Fashion (7%), Two Wheelers (6%), Cellular Phones – Smart Phones (5%), Cars (3%), Retail Outlets – Departmental Stores (2%), Computer Related Range (2%), Retail Outlets – Building Material/Systems (1%). The next 40 categories made up for 24% of ad volumes share.
TAM data further states that Gopu Nandilath Group was the highest spender among advertisers. The brand being advertised was Gopu Nandilath G-Mart.
Other prominent advertisers included Malabar Group of Companies, Butterfly Gandhimathi Appliances, Hero Motocorp, Sony India, Ajmal Bismi Enterprise, Stovekraft, Samsung India Electronics, Vivo Mobile India and Pittappillil Agencies.
Among brands, prominent players in the list of most advertised about in print during the said period were Malabar Gold And Diamonds, Butterfly Home Appliances, Hero Two Wheelers (Hero Corp), Ajmal Bismi Enterprise, Sony Durables Range, Pigeon Home Appliances, Samsung Galaxy A Range, Kerela State Tiruvonum Bumper and Vivo Smart Phones.