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Frigidaire Fridges Lead Print Ad Pack In Feb., 11 Of Past 12 Months

3/22/2004 02:00:00 AM Eastern


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.

Advertising Report: Refrigerators

Brand Share Of Print Ads

Brand % In Feb.'04
Frigidaire 24.99%
Whirlpool 11.26%
Kenmore 21.45%
General Electric 10.96%
Haier 4.91%
Samsung 2.06%
Maytag 3.77%
Roper 5.48%
Sanyo 1.16%
LG 4.97%


Top 10 Models By Ad Frequency

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


Top 10 Retailers By Ad Frequency

Retailer Share of ads, Feb. '04 Share of ads, 13 mos.
1. Sears 30.73% 22.47%
2. Best Buy 26.81% 40.14%
3. Lowe's 5.39% 2.52%
4. Fry's Electronics 4.09% 2.69%
5. Conn's 3.31% 2.10%
6. Home Depot 3.11% 7.35%
7. Howard's 2.91% 1.65%
8. PC Richard & Son 2.87% 2.37%
9. BrandsMart USA 2.61% 1.77%
10. H.H.Gregg 2.40% 2.75%
Based on print advertising in more than 100 U.S. newspapers. Source: Beyen Corp. Of America ©TWICE 2004


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