Majap Snapshot: Ad Share At Conn's, Fry's Electronics

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SAN DIEGO – Appliances are on the upswing at Conn’s and Fry’s, two major multiregionals that are growing their majap businesses and, in the case of Conn’s, opening up new stores and markets.

That fact hasn’t been lost on LG and Samsung product managers, observed Christine Boersing, home appliance analyst for market research firm Gap Intelligence, who has tracked their ad spend at the big-box chains for the previous two months.

LG, whose ad share was as high as 60 percent in mid-August, was the biggest spender across all brands and product categories, followed by Samsung, which peaked at just under 40 percent in mid- September.

GE’s biggest marketing push came in the first week of September, matching Samsung’s 23 percent ad share, while fourth-place Whirlpool peaked during the last week of the month with a 12 percent share of Conn’s and Fry’s print programs.


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