TV ad volume for laptop category dips 4 per cent in Jan-August

Lenovo was the top advertiser, according to TAM Media Research.

Mumbai: The advertising volumes for laptop/notebook category dipped by four per cent in January-August 2021 compared to the same period in 2020, according to TAM Media Research. HP and Lenovo were the only advertisers visible during this period, with Lenovo being the top advertiser, in terms of volumes.

Lenovo Yoga was the most visible brand on TV with 52 per cent share of ad volumes. Other brands being advertised include HP Envy, HP Spectre 13 X360, HP Pavilion Series.

The most popular TV channel genre for the laptop brands was the movie channel genre that had a 39 per cent share of ad volumes, followed by news (17 per cent), infotainment (16 per cent), music (15 per cent), GEC (9 per cent), other genres (4 per cent).

The most preferred programme genre for laptop brands was feature films that accounted for 40 per cent share of ad volumes. This was followed by news bulletins at 12 per cent and film songs at 11 per cent. These three genres accounted for 60 per cent of ad volumes for the category.

A time band analysis for the category showed that advertisers preferred rolling their ads during the evening primetime between 6 p.m and 10:59 p.m. This time band had 34 per cent share of ad volumes. The afternoon and morning time bands were also popular time bands for laptop ads following the evening primetime, with 20 per cent and 16 per cent of ad volume share, respectively. These three bands account for 70 per cent of ad volumes for the laptop category.

Laptop ads of a length of less than 20 seconds and between 20-40 seconds dominated airwaves with a 95 per cent share of ad volumes.

(Figures are based on secondages for TV; commercial ads only; excluding promos and social ads)

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