television


learnt, keeping staff up to date with the latest product information. “In addition to the online training, LG’s training team visit all independent retailers to offer face-to-face training for any newly launched products. Such frequent visits also give the training team an opportunity to update displays, deliver POS material and literature and ensure retailers are up to date with all product information, as display compliance is integral to allow product interaction.” Rob also advises making use of manufacturer supplied content, both for demonstration purposes and to highlight specific features. He says: “To help consumers understand LG’s


technologies, LG uses its TV screens in store to showcase video content that explains LG’s core technologies and benefits.” Matt adds that the premium end of the


market is likely to continue to grow. “We expect the OLED market to continue


to grow and set standards, and to further promote benefits of enhanced picture quality,” he says. “The introduction of the new BRAVIA OLED A1 Series demonstrates Sony’s drive to push expectations. “Sony continues to create new TV


technology to meet the growing needs of consumers. Seeing really is believing and the new BRAVIA models offer a viewing experience like never before, reproducing a wider range of brightness, better contrast and perfect picture quality in lifelike detail. We expect the demand for 4K and OLED to continue to grow this year.”


LG is leveraging OLED technology to make increasingly slim screens, such as its Signature OLED TV W, with a panel that is 2.57mm thick


A seasonality shift


While volumes are declining, average selling prices have continued to rise in the TV market, writes GfK consumer electronics account manager Tom Allen


Over the past twelve months the TV market has continued its on-going decline in volume, selling just over 5.5 million units between March ‘16 and February ‘17 compared to more than 5.9 million across March ‘15 and February ‘16. The decline in value has been less severe,


propped up by an increasing average selling price. Until recently, rising prices were predominantly due to the adoption of Ultra High Definition (UHD) and a shift towards larger screen-sizes (51in and above in particular). However, the impact of the Brexit referendum, and the activation of Article 50, may also feed into further year on year increases over the course of 2017. Regardless, early signs point towards a


more expensive 2017; the average price of a television in January 2017 was the highest since September 2008. Furthermore, the top four manufacturers


are already placing a greater focus on the premium split of the TV market this year. LG in particular faces competition from Sony and Panasonic for share within OLED. However, it is not clear whether this activity will increase the proportion of market value generated by these high-end models. TVs selling for more than £1,500 have represented around 11% of the value generated by all televisions for the last three years. As such, it is possible that this intensified competition may actually be for a similar slice of market value as last year.


In terms of seasonality, November has understandably become more and more important due to the development of Black Friday and Cyber Monday in the UK. However, rather than adding value to the market, this promotional period has drawn sales away from December and October. In line with this, manufacturers have started targeting November with new releases, a tactic that seems to be working. In November 2013, less than £9 million was generated by models that were released in October or November. Conversely, in November 2016 more than £50 million was contributed by these late releases, amounting to over 14% of the sales value for the month.


April 2017


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