By Joseph Palenchar On Dec 5 2011 - 6:01am
NEW YORK —
Retailers’ tablet advertising spiked
up in the second half of this year as more tablets
made their way into distribution, IFR Monitoring
found in tracking retailers’ advertising.
In their newspaper ads and circulars during the
first 10 months of the year, IFR also found that retailers
advertised tablets from Samsung, Toshiba,
Acer, Hewlett-Packard and Asus more often than
they advertised Apple tablets, yet Apple remained
the No. 1 tablet supplier in units and dollars in the
U.S. during that time.
During the first January through October 2010
period, only three brands of tablets were advertised
by retailers in newspapers and circulars because
the category was in its infancy. The only
brands advertised were Apple, Archos and Viewsonic.
In fact, tablets appeared only 825 times in
newspaper ads and circulars in the January
through Octo ber 2010 period but exploded to
25,870 appearances during the same period this
year, IFR found.
In other findings, IFR statistics show that 10
brands accounted for 82 percent of the 38 tablet
brands advertised by retailers during the first 10
months of 2011. Samsung and Toshiba were the first- and second-most advertised brands, followed closely
by Acer, Hewlett-Packard, Asus and Apple, in that order.
Those brands were followed in the top 10 by Motorola,
Archos, Coby and BlackBerry.
The next 10-most-advertised brands, in order, were
Velocity, Viewsonic, Pandigital, Sylvania, Sony, Lenovo,
HTC, Dell, Nextbook (E-Fun), and Huawei.
All told, 20 brands accounted for 98 percent of the tablets
advertised by retailers in newspapers and circulars
during the 10-month period, IFR found.
Similarly, IFR found that 10 retailers accounted for 80
percent of the tablets advertised, with the top 20 retail
advertisers of tablets accounting for 94 percent of the
number of time tablets were included in ads.
By far, Best Buy was the largest advertiser, placing tablets
6,188 times in its newspaper ads and circulars, well
ahead of No. 2 tablet advertiser hhgregg, which placed
tablets 3,883 times in print ads.
The other top 10 advertisers of tablets, in order, were
Office Depot, Fry’s Electronics, OfficeMax, Staples, Target,
Comp USA, Sears and Toys “R” Us.
The next 10 most-frequent tablet advertisers
were, in order, were P.C. Richard and Son, RadioShack,
BrandsMart USA, Walgreens, ABC
Warehouse, Conn’s, Sixth Avenue Electronics,
Kmart and Fred Meyer.
Most of the top 20 tablet advertisers didn’t
advertise tablets in print at all during the yearago
period. Only Best Buy, Sears, RadioShack
and BrandMart in this year’s top 20 were advertsing
tablets during the year-ago period, IFR
Advertising by Best Buy exploded from only
662 tablets appearing in its newspaper ads and
circulars in the first 10 months of 2010 to 6,188
in the first 10 months of 2011. Sears advertising
exploded from 41 to 959 during the two periods.
IFR Monitoring, owned by the GfK Group,
specializes in research on the technical consumer
goods in more than 60 countries. IFR
tracks shelf share, print-ad share and web-ad
share to “reflect what is actually in the eyes of
the consumer,” the company said.