By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Frigidaire remained the country's most advertised refrigerator brand in February, a distinction it has held for 11 of the past 12 months.
That's the word from Beyen Corp. of America, here, which tracks majap and CE ads in more than 100 newspapers across the United States.
Nearly 25 percent of all refrigerator ads culled by Beyen featured Frigidaire-branded products, followed by Kenmore with over 21 percent of ads and Whirlpool with over 11 percent.
Frigidaire's most heavily promoted refrigerator was model FRS26RLECS, a 26-cubic-foot stainless steel side-by-side, with prices ranging from $899 to $999.99. Kenmore's top entry — and the most frequently promoted of all refrigerators — model 73852, an 18.1-cubic-foot topmount, was consistently priced at $499.88 last month, while Whirlpool's ED5NHGXM side-by-side also maintained a flat $899.99 offer.
On the retail front, Sears ran the most newspaper ads in February (nearly 31 percent of all tallied), followed by Best Buy with nearly 27 percent, and Lowe's, which leaped from 15th place in January with 5.4 percent of all ads. For the trailing 12 months, however, Best Buy was the biggest ad spender by far, with a 40 percent share of newspaper promotions.
|Brand||% In Feb.'04|
|Rank Brand & Model||No. of ads, Feb. '04||Ave. price|
|1. Kenmore 73852||192||$499.88|
|2. Kenmore 53532||186||$799.88|
|3. Frigidaire FRS26RLECS||166||$988.70|
|4. Roper RT18DKXKQ||155||$349.47|
|5. Kenmore 73503||150||$1,799.99|
|6. Kenmore 42102||144||$999.99|
|7. Frigidaire FRS26KR4CW||143||$829.99|
|8. Kenmore 73182||140||$549.88|
|9. Frigidaire FRS26RBCW||137||$749.99|
|10. Haier HTE14WAAWW||103||$297.90|
|Retailer||Share of ads, Feb. '04||Share of ads, 13 mos.|
|2. Best Buy||26.81%||40.14%|
|4. Fry's Electronics||4.09%||2.69%|
|6. Home Depot||3.11%||7.35%|
|8. PC Richard & Son||2.87%||2.37%|
|9. BrandsMart USA||2.61%||1.77%|
|Based on print advertising in more than 100 U.S. newspapers. Source: Beyen Corp. Of America ©TWICE 2004|
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.