The advent of summer enriches lifestyles with new products and new themes. Slogan explores the possibilities.
The onset of summer brings with it, apart from the dreaded heat and frequent load shedding, a virtual onslaught of advertisements promoting products that claim to alleviate people’s sufferings.
For the past two years or so, as luck would have it, the month of Ramadan happens to fall in this particular season, which normally lasts from the beginning of May until mid-August. As a result, much of what is seen on television are commercials pushing the latest variant of Rooh Afza or other healthy options as cold beverages such as Limoo Paani or Sunsip which can be consumed at iftar. The latest Olper’s ad features another popular beverage, Sprite, to be consumed with the milk brand, which provides young people with another interesting option.
Apart from the regular stream of cooking oil adverts that promote the importance of family time (paying special reference to the rather popular adage, ‘A family that eats together, stays together’), summer in Pakistan also paves the way for commercials related to coolers, air-conditioners and fans. Equipped with a rather comprehensive understanding of the way electricic supply functions in Pakistan – a rather sorry state of affairs involving unannounced power shortages and frequent fluctuations in voltage, resulting in many an appliance breathing its last – many of these commercials have started to advertise inverter ACs. A new entrant in the market, inverter ACs, particularly those from Kenwood, Haier and Orient, are rapidly gaining massive popularity simply due to their ability to withstand massive fluctuations as well as conserving energy which can ultimately result in an individual saving up to 60% on the electricity bill.
Advertisements for other products such as UPS’s and batteries are also gaining traction for the same reason and providing the average Pakistani citizen with a lot of options to choose from when it comes to escaping the heat.
For women, the arrival of the latest lawn collections sporting new and unique designs is the ultimate highlight of the summer. Previously limited to outdoor advertising platforms, many designer brands, such as Firdous, Al-Karam,
Gul Ahmed Shehla Chatoor, Sana Safinaz and HSY, have begun to make use of electronic media in order to reach out to a much wider audience. Promoting the image of both comfort and style in the harsh summer conditions, many of the designer brands generate a considerable amount of appeal through these methods.
Almost all the aforementioned products have some kind of seasonal relevance attached to them i.e. to help you escape the summer heat and make the most of the summer holidays. However, there are many other products that may not have anything to do with the summer yet still engage in increased advertising during the summer months. A number of telecom companies for example, including Telenor, Mobilink and Ufone, actually increase their advertising expenditure during the summers. In fact, according to the TV Advertising Analysis Report released by the Pakistan Advertising Society (PAS) and MediaBank Pakistan, for May 2015, the top three brands that were advertised extensively during the summer were Telenor, Dettol Soap and Pepsi.
The report went on to highlight the top three categories that enjoyed the highest share of advertising minutes on television during the summer. These included beverages, cellular communications and personal products. Unilever topped the list as the most advertised company on television with a whopping 15% (which is ironically the cumulative figure of advertising shared by the company’s other contemporaries; Nestle, Pepsi Cola and Telenor). News and entertainment remained the most preferred segments for advertising with NewsOne topping the list of TV channels with the most advertising.
Questions then arise about the advertising of products and services during the summer months. Is it because the audience during the summer is larger or more attentive? Or is it because the impact of certain advertisements is likely to be greater in this season?
To explain the rationale behind decisions made by advertisers in summers, reference can be made to a research study conducted by Orbis Marketing. This is a marketing consulting agency that offers media planning and buying services. Although the study is focused specifically on visits to financial news websites, much of it can be related to other product categories.
The first hypothesis presented in the report is whether the audience during the summer months is smaller. A simple overview of the report is enough to disprove this statement. Through the time band split of advertisements on leading news and entertainment channels, one can see the percentage share of advertising minutes for each time slot which, in turn, indicates the total rate of viewership in each. According to the report, the highest percentage existed in the Prime Time category (7 pm to 11 pm) with 27%. The afternoon slot (noon to 5 pm) came in second with 25% while the morning slot (6 am to noon) came in third with 20%.
These statistics make sense, especially considering the fact that schools are closed during this period and more people are able to take time off to spend with their friends and family , whether in the form of outings or in front of the TV.
The second hypothesis highlighted in the report relates to the level of impact on a specified target market as a result of increased advertising during the summer months. This is also made clear by the report through an emphasis on the increase of advertising minutes; the total minutes of advertising between April 2015 and May 2015 increased by a total of 6%. Similarly, a comparison drawn between advertising trends of the previous year to those that prevail this year shows that the total number of advertising minutes has increased by 28%. This indicates the advertiser’s perspective with regard to the overall response rate during the summer months. Since most people will be at home and in front of the TV for longer periods of time, they are more likely to pay attention to certain advertisement messages that may relate to their needs at the time.
Owing to the extremely positive response to certain advertisements during the summer season, it is then no wonder how some brands insist on increasing their advertising expenditure in this period. One can only hope that in the rush to be the first to reach the customer, brands do not end up compromising on the quality of delivery of their message – or the product even in the summer.