Retailers Focus Tablet Ad Space On Few Brands In Weekly Circulars

Oct. 13, 2011 - PRLog -- For 21 weeks ending September, IFR examined the weekly circular advertising space for Best Buy, HH Gregg and Staples – 3 key leading USA retailers who advertise Tablets frequently.

Within each of these retailers, the brands leading by ad space differ. The 3 leading brands at Best Buy account for 50% of all Tablet ad space in the 21-week period at the retailer.

Best Buy’s Tablet Ad Space Leaderboard
• SAMSUNG: 50.8 inches
• MOTOROLA: 43.8 inches
• ASUS: 30.5 inches

For the week of August 28, Best Buy devoted the most advertising space to Tablets compared to all previous weeks during 2011. It was also the week where Best Buy allocated the most Tablet space to SAMSUNG with 11.5 inches of weekly circular advertising space.

At HH Gregg, brand concentration edges higher. The 3 leading brands by advertising space occupy 54% of all Tablet ad space in the 21-week period. September 18 and 25 were two of the biggest weeks for Tablet ad space in the retailer’s circulars. While SAMSUNG was consistently on ad since the beginning of July, TOSHIBA has taken the lead for the most Tablet space in the biggest 2 weeks at the end of the month.

HH Gregg’s Tablet Ad Space Leaderboard
• ARCHOS: 66.5 inches
• ASUS: 65.7 inches
• TOSHIBA: 59.9 inches

In Staples, the 3 leading brands by advertising space held 56% of all Tablet ad space in the 21-week period. On July 17 Staples devoted over 49 inches to HP’s tablet. If HP were removed from the share calculation the 3 leading brands would account for over 80% of all Tablet space at the retailer.  

Staples Tablet Ad Space Leaderboard
• MOTOROLA: 49.4 inches
• BLACKBERRY: 39.8 inches
• ACER: 39.4 inchesPage 3

Advertising Space and advertising Frequency are two key metrics IFR tracks in order to help evaluate Share of Voice.

As outlined in Staples, HP had 49 inches in just 1 weekly circular at Staples. That weekly circular had 3 Tablet SKUs in it, and HP had 4x the advertising space of ACER and SAMSUNG. In terms of Advertising Frequency, each of the brands have a 33% share of voice, but in terms of Advertising Space, HP would have 80% share of voice while ACER and SAMSUNG would each have 10% respectively.

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IFR Monitoring helps retailers and manufacturers measure relevant causal Shelf, Print Advertising and Internet share across the country and around the world. IFR Monitoring is part of the GfK Group. The GfK Group, offers the fundamental knowledge that industry, retailers, services companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in the three business sectors Custom Research, Retail and Technology and Media. The No. 4 market research organization worldwide operates in more than 100 countries and employs over 11,000 staff. In 2010, the GfK Group’s sales amounted to EUR 1.29 billion.