GfK survey on sales of TV sets in Europe
Nuremberg, July 5, 2006 - The football World Cup has significantly boosted sales of TV sets in Europe. In the week preceding the first game of the tournament, a total of 327,000 flat screen TV sets were sold, which represents an increase of 164% on the same period in the prior year. These are the findings of the GfK trade panel, which measures weekly sales in this product group in six European countries.
A large number of consumers evidently decided to buy a new TV set just before the start of the World Cup. The growth rate for sales of TV sets in Western Europe up to and including April was only 3% above the comparable period in the prior year. In May, demand rose considerably. In the week leading up to the opening of the World Cup on June 9, the sales curve climbed by an impressive 39% compared with the corresponding figure for the prior year.
The demand for innovative flat screen sets was particularly high and consumers were prepared to pay more for these. Last year, TV sets were selling for an average of 548 euros. This figure was up to 720 euros at the start of the World Cup. In the month preceding the big event, one in two consumers opted for this kind of TV set, with the sales percentage of flat screen TV sets rising to more than 80%.
The Brits led the way, with 185,000 sets bought in the first two weeks of June this year. In Germany, 134,000 TV sets were sold in the same period and 40,000 in the Netherlands - the smallest of the TV markets tracked on a weekly basis. Although demand continued to be higher after the start of the World Cup compared with the prior year, the difference was no longer as marked as in the run-up to the sporting event.
32" inch LCD TV sets continue to form the core product in the flat screen segment. However, the trend is increasingly towards bigger sets. In May, a third of flat screen TV sets sold were already bigger than 32". These large format screens whose standard wide-screen format is 16:9 across Europe already account for 43% of sales in this segment.
GfK Marketing Services continuously tracks the market development of TV sets in 17 Western European countries and 9 Eastern European countries on a monthly basis. Weekly sales figures are available for the major Western European countries such as Germany, France, the UK, Italy, Spain and the Netherlands. Retail sales to consumers are recorded at individual item level along with information about market share, sales channel structures and price categories.
The GfK Group
The GfK Group is the No. 5 market research organization worldwide. Its activities cover five business divisions, Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. In addition to 13 German subsidiaries, the company has over 130 companies located in more than 70 countries. Of a current total of more than 7,600 employees, 80% are based outside Germany. For further information, visit our website: www.gfk.com.