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IFR: Retailers Advertising Fewer HTiB Brands

12/23/2008 10:31:00 AM Eastern

 Niagara Falls, N.Y. — Retailers are advertising fewer home theater in a box (HTiB) brands, and a handful of retailers are increasing their share of HTiB placements in ROP newspaper ads and newspaper inserts, IFR Monitoring data show.

Retailers maintained the frequency with which they advertised HTiBs during the 12 months ending September 2008, but they advertised only 32 HTiB brands in their ROP newspaper ads and newspaper inserts, down from 45 brands during the year-ago period, IFR statistics show. In another sign of brand consolidation, the five-most advertised brands accounted for more than three-fourths of HTiBs placed in retailers’ ads during that time, up from 62.7 percent during the year-ago period, IFR found.

 The top three advertisers for the 12 months ending September — Circuit City, Best Buy and Fry’s —

Top HTiB Advertisers
Sept. 2008 Rank Ad share Ad share
(August Rank) 12 months 12 months
Retailer ending Sept.2008 ending Sept. 2007
1(2) Circuit City 22.70% 21.36%
2(1) Best Buy 26.08% 25.92%
3(4) Fry's Electronics 17.20% 11.81%
4(3) Sears 10.20% 12.10%
5(5) Ultimate Electronics 2.94% 1.19%
6(6) H.H.Gregg 3.38% 3.16%
7(7) BrandsMart USA 2.58% 1.49%
8(8) Conn's 1.70% 0.93%
9(13) PC Richard & Son 1.68% 1.94%
10(10) 6th AVE Electronics 1.17% 1.40%
11(9) K-Mart 1.53% 0.99%
12(17) ABC Warehouse 0.52% 0.88%
13(21) Bernie's 0.33% **
14(16) REX 1.01% 1.40%
15(15) Radio Shack 0.73% 1.42%
16(10) American 1.21% 1.14%
17(19) NFM Mega Mart 0.23% 0.18%
18(21) Ken Crane's 0.15% 0.14%
19(25) Comp USA 0.50% 6.79%
20(18) Electronics Expo 0.24% 0.38%
21(21) Magnolia Hi-Fi 0.06% **
22(20) J&R Music/Computer 0.23% 0.17%
23(30) Jetson 0.03% **
24(30) Cowboy Maloney's 0.07% **
25(0) Howard's 0.07% 0.12%

accounted for 66 percent of HTiB ad placements, up from the year-ago 59 percent, IFR also found. Each chain individually increased its share.

   IFR tracks advertised pricing, promotion and product placements by more than 2,000 retailers in the U.S. and Canada and found retailers placed HTiBs in ads 54,367 times in the 12 months ending September 2008, almost the same as the year-ago 54,399 placements.

  This time around, however, the advertised products bore the brands of only 32 companies. Brands that disappeared from retailers’ ads in the 12 months ending September 2008 included Jamo, Proton, Sylvania, Emerson, Sherwood, Craig, Jensen and Cambridge Sound Works. Brands that disappeared from retailer ads during the year-ago period include Sharp, Koss, Kinyo, GPX and Kenwood.

 In further breaking down its data, IFR found that companies such as Sony, Panasonic, Samsung and Onkyo all gained ad share while Bose, LG, Denon and Best Buy’s Insignia brand lost share. Sony solidified its top ad share with 24.2 percent of ad placements in 12 months ending September 2009, up from the year-ago 21.5 percent. Panasonic’s share rose to 20.1 percent from 15.3 percent, and Samsung’s rose to 17 percent from 10.2 percent. Onkyo’s share also ticked up.

  Brands losing share included Bose, whose share slipped a notch to 9.3 percent from 10.6 percent. LG’s share slipped to 4.5 percent from 4.8 percent, with Denon’s slipping to 1.7 percent from 3.9 percent and Insignia’s falling to 1.1 percent from 3.1 percent.

 All told, the 10-most advertised brands accounted for 91 percent of all HTiB ad placements, up from the year-ago 82.7 percent.

 The retailers doing the most advertising also increased their share of HTiB placements in retail newspaper ads, IFR also found. For the 12 months ending September 2008, the five retailers who did the most HTiB advertising accounted for 79.1 percent of all HTiB ad placements, up from the year-ago 78 percent.

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