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Retailers Getting Behind AVRs: IFR

Niagara Falls, N.Y. — Retailers promoted A/V receivers more aggressively in newspaper ads and inserts during the 12 months ending in Sept. 2008, with the total number of AVR placements in ads rising 5 percent to 27,758 even though the number of brands advertised slipped to 23 from 26.

The statistics were gathered by IFR Monitoring, which tracks advertised pricing, promotion and product placements by more than 2,000 retailers in the U.S. and Canada.

In sorting its data, IFR found Denon gained the most from the trend, with its share of products placed in ads rising to 18.3 percent from the year-ago 12.6 percent. Denon, nonetheless, remained the third-most advertised brand by retailers, with Sony remaining on top with 20.4 percent of retailers’ AVR placements in ads, followed by Yamaha with 19.3 percent share. Both Sony and Yamaha, however, lost some ad share during the period.

IFR also found the top three retail advertisers of AVRs consolidated their hold on AVR advertising. Best Buy, Circuit City and Fry’s accounted for 81.3 percent of AVR placements in newspaper ads and newspaper circulars during the 12 months ending September 2008, up from 78.3 percent during the year-ago period.

As for frequently advertised models, IFR found in Sept. 2008, the 10-most advertised models were low- to midpriced models. Their median prices ranged from $199-$499. Sony accounted for three of the 10 models, with Onkyo, Harman/Kardon and Yamaha accounting for two each and Pioneer accounting for one.

In further breaking down the data, IFR found Harman/Kardon and Onkyo gained AVR ad share during the 12-month period, with HK’s share rising to 11.2 percent from 6.9 percent, putting the brand in fourth place in ad share, up from the year-ago sixth. Only’s rank slipped to fifth from forth, yet its ad share rose to 11.4 percent from 10.7 percent.

House brands also made it into the top 10. Best Buy’s Insignia brand ranked seventh during the 12 months ending

Sept. 2008, down from the year-ago 5.2 percent. The Element brand came in 10th with 0.7 percent share during the latest period. Sherwood and JVC remained in the top 10.