Majap Snapshot: Refrigerator Ad Recap

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SAN DIEGO – Following a soft first quarter and a slight dip in Q4, refrigerator print ad placements held steady across most of 2013, TWICE market research partner Gap Intelligence reports.

Based on a survey of eight leading majap chains across seven large and midsized markets, hhgregg was the top-ranking retailer for refrigerator ad volume in the fourth quarter, although its placements were down 12 percent from the prior quarter, and Best Buy and Conn’s showed the largest increases.

Broken out by brand, Samsung dominated fridge ad share last year with 26 percent of placements, nearly double that of its next closest competitors Frigidaire, Sears’ Kenmore and LG, which tied at 14 percent each.

Like its laundry and range ads, most of Samsung’s fridge placements were concentrated at hhgregg (28 percent), followed by Fry’s (18 percent) and Best Buy (17 percent).

Gap home appliance analyst Christine Boersing added that holiday periods remained a key window for print efforts across all retailers, brands and product categories.


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