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31 August 2006
Taipei
Many industries are affected by ghost month due to traditional beliefs. The impact is more significant this year as we have a double ghost month according to the lunar calendar. However, ghost month is actually the peak season for the retail industry. According to ACNielsen Weekly Express, the total sales value of Ghost Festival week in hypermarket was NT$2.52 billion, with a 19.2% growth compared with the Ghost Festival week year ago. Compared to the week before, a 86.1% sales increase was observed.
Apart from Chinese New Year, Dragon Festival and Mid Autumn Festival, Ghost Festival is one of the most important sales peaks for the retail industry. According to the latest ACNielsen Weekly Express, sales of the 27 Ghost Festival related categories reached NT$1.6 billion and accounted for 62.9% of total grocery sales in hypermarkets during the Ghost Festival week.
What are the must buy categories during Ghost Festival? According to ACNielsen Weekly Express, Biscuit, Canned Food and Instant Noodle were the most popular categories. As for Beverages, Beer and CSD were the top two best selling Beverages during the Ghost Festival week. In addition, compared with the Ghost Festival week of year ago, Rice Based Snack, Ready-To-Drink Coffee and Ready-To-Drink Herbal/Fruit Tea delivered strong double-digit growth.
ACNielsen Weekly Express also observed Taiwan Beer (includes Taiwan Gold Beer), Mr. Brown Coffee, Taisun Canned Dessert, President Instant Noodles Mince Flavor, Heineken Beer (Can), Hay Song Sars CSD, AGV Peanut Canned Dessert and AGV Canned Tuna etc. as the most popular items during Ghost Festival.
In order to gain awareness and attract sales, most advertisers increased their media investment during the ghost month. According to Nielsen Media Research Advertisement Information Services, this year advertisers spent NT$ 20 million on ‘Ghost Festival related’ TV commercials during the 1st half of lunar calendar July. A 26.7% increase was observed versus the media spend during the same period in 2005 (NT$ 15 million).
While the ghost month is the peak season for the retail industry, it is actually a low season for property and automobile industries. According to Nielsen Media Research Advertisement Information Services, apart from the Chinese New Year, August is another month which property and automobile industries minimize their media investment. For example, the automobile industry spent only NT$ 240 million in August 2005 – less than half of the media spend in December. The property industry spent NT$ 450 million in August 2005, which equals only 65% of the media spend in October. However it is interesting to note, despite the double ghost month this year, media spend for the property industry in July was a high NT$ 650 million – a NT$ 50 million increase versus the previous month. Naturally this was led by the warming property market.
About ACNielsen
ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 markets, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.tw
About Nielsen Media Research
Nielsen Media Research is the world leader in international media research and analysis. The company is active in 40 markets, offering television and radio audience measurement, advertising information services, print readership and customised media research Nielsen Media Research measures advertising expenditures and creative content in 30 of the world’s leading advertising markets. Through a network of affiliates, coverage is extended to more than 70 countries, representing 85 percent of the world’s advertising spending.
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