Using PowerPivot to View the Dynamic TV Marketplace

While playing around with our new PowerPivot TV file recently, I found myself thinking about the upcoming 2014 TV refresh season, and the increased concentration by the manufacturers on 4K TVs.  How does the Ultra HD market look compared to the “regular” HD market, and will that change in the months to come?

 Retail Shelf Share

The new PowerPivot model makes it easy to calculate retail brand presence.  With the simple click on a filter, I was able to view a chart that shows current retail shelf share for all non-4K TVs.  What I found wasn’t surprising: Samsung leads the market with 23% of the retail shelf, followed by Vizio with 22% and LG with 11%.


But when I look at the same data from a 4K-exclusive view, I get a different picture.  Sony currently captures the majority of the market with a 37% shelf share, followed by Samsung with 21% and LG with 18%.  Sony’s current position coincides with the company’s plan to focus on 4K TVs during the coming year, but does not yet take into account upcoming releases by Samsung, LG, and Vizio, among others, which could shake up the shelf with lower-priced models.


Retail Advertising

In order to see if retail advertising data followed the same pattern, simply switch over to the Ads Analysis tab and apply the same filters.  Standard HDTV ad share for the first two months of the year shows that Samsung holds 39% of all retail print ads, followed by 10% of ads that don’t list a specific brand, and then 9% each for LG and Sharp.  This ad share overview follows the same pattern we saw in weighted shelf share placements, with the exception of Vizio, which falls back in ad share to only 4% of all ads placed.


In contrast, only five brands placed Ultra HDTV print ads during the beginning of the year, with Sony again taking the top share at 39%, which it shares with Samsung.  LG follows with 13% of all UHD ads, with Seiki and Sharp rounding out the count.


It will be particularly interesting to watch how shelf share and ad placements change over the next few months as more 4K TVs are released in the market.  Staying on top of these changing trends is made easier by using the new PowerPivot reports with their preset chart templates and historical data built in.  When Vizio enters the Ultra HD market with its new line of low-priced models, for instance, it will take only seconds to see whether or not the company continues increases its ad share to push the new technology.  Similarly, Samsung already advertises its Ultra HD models as much as Sony does, but will its Ultra HD shelf share increase proportionally?  A click of the button is all it will take to watch the changing marketplace this refresh season.

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second annual Drives for Rides golf tournament!!

Drives for Rides2


gap intelligence is a values-led company.  We care.  We care about our clients, about each other, and about our community.  Our Time, Talent, and Treasure committee (3Ts) is driven to inspire community impact through charitable opportunities.  On May 2, 2014, we will be hosting the second annual Drives for Rides golf tournament to benefit the Emilio Nares Foundation (ENF), a local non-profit here in San Diego that navigates families through their child’s journey with cancer.

Inspired by their son Emilio, Richard and Diane founded ENF in 2003 to help provide critical logistical support to families with a child fighting cancer.  In 2013, Richard Nares was nominated as one of CNN’s Top Ten Heroes of the Year!

NEW YORK, NY - NOVEMBER 19:  CNN Hero Richard Nares is presented an award onstage from Alan Cumming at 2013 CNN Heroes: An All Star Tribute at The American Museum of Natural History on November 19, 2013 in New York City.  24079_014_1484.JPG  (Photo by Dimitrios Kambouris/WireImage)
Drives for Rides is an opportunity to contribute to something bigger than ourselves and to make a lasting impact on our local community.  Our Drives for Rides goal is to raise over $15,000 for ENF, which goes directly to helping families and their children fighting cancer.

While we are well on our way, we need your help!!

the details:

What: gap intelligence Drives for Rides golf tournament to benefit the Emilio Nares Foundation
When: May 2, 2014 at 1PM PST.
Where: Riverwalk Golf Course


Tournament will be played as a 4 person Florida Scramble (best ball)
Single Green Fee: $150 / Foursomes $600 and includes green fee, cart with GPS, player gift bag, awesome prizes, drinks, dinner, opportunity drawing and auction!

how can YOU help?:

We need everything. We need players. We need prizes for our players and we need sponsors. We need it all. We’ll take donations of all shapes and sizes. The players could use water bottles on the tee boxes. We need refreshments for our carts, sponsorships to give directly to ENF, and we need awesome prizes for our various games, raffles, and silent auctions.

sponsors & prize donations

First a Thank You to those who have already donated.

  • Yoga Six – One Free Month of Yoga
  • Grissom Law Firm
  • Banfi
  • Gemini Energy Services
  • Callaway Golf – Callaway Driver & Stand Bag
  • Southwest Airlines – Two Round Trip Airline Tickets
  • Prana
  • Omni Hotel
  • Sushi Freak
  • Mission San Juan Capistrano
  • Sammy’s Woodfired Pizza
  • Outback Steakhouse
  • La Jolla Playhouse
  • Point Loma Tea
  • Sanctuate!
  • Callaway Winery – tour and wine tasting
  • Polish Me Nails – regular pedicure
  • Remember to Breathe – acupuncture session
  • Hornblower Cruises – 2 Seafarers’ passes
  • Trulucks – Dinner for 6 People
  • Kennedy Golf – 30 minute golf lesson with PGA Professional Mike Nokes
  • eLive Life – 12 one-hour spa treatments
  • Otterbox – $60 gift certificate
  • Sushi Freak – free sushi roll
  • Mission San Juan Capistrano – free one-year family membership
  • Tom Young – two SDSU basketball tickets / $30 Buffalo Wild Wings Gift Card
  • Sammy’s Woodfired Pizza – $25 gift card
  • Outback Steakhouse – $20 gift card
  • La Jolla Playhouse – Voucher for 2 to any 2014 season play
  • Point Loma Tea – Tea Gift Basket
  • AMC Theatres – 2 movie tickets
  • Vons – $20 gift card
  • Sanctuate – free 45 minute massage
  • Next Generation Wine – 2 bottles of wine (white / red)
  • Marina Kitchen – gift card for a wine dinner for 4
  • MIHO Gastrotruck – $50 gift card to JUKE
  • Mikrospa – $50 gift gift card, 5 $20 gift cards, $250 couples retreat
  • Carlsbad Golf Center – outdoor club fitting / birdie level range membership / 30 minutes with golf instructor
  • San Diego Air & Space Museum – 4 general admission guest passes
  • Mariposa Handmade Ice Cream – $25 gift certificate
  • Broke Girls Coffee Bar – $10 gift certificate
  • Back From Tomboctou – $25 gift certificate
  • Pura Buena Onda – 8 conversation classes
  • The Cottage – $25 gift certificate
  • Wilson Creek Winery – tour and tasting for 2
  • USS Midway – Ensign Package for family of 4
  • SportRX – $100 gift certificate
  • Aquarium of the Pacific – 2 admission passes
  • Grammy Museum – 4 museum passes
  • Discovery Science Center – family of 4 pack admission
  • Viva Pops – gift certificate
  • Bootique Fitness – 2 gift certificates for 2 week membership
  • Museum of Making Music – family pack of 4 admission tickets
  • Vinto Restaurant (Park City, Utah) – $25 gift certificate
  • Sail Hoe Golf Club – Nine holes of golf for 2 people
  • The Hot Spot – $20 gift certificate
  • The New Children’s Museum – 4 guest admission tickets
  • Sprinkles – $84 gift certificate
  • San Diego Flagship Cruises – 2 passes for one-hour narrated harbor tour
  • Saint Regis Deer Valley – one night stay
  • Go Raw – 11 snacks

prize donations:

If you are able to donate a prize of any kind (we’ll take them all), please contact or give us a call at 619-574-1100.


Contact: Katie Hess at 619-574-1100 or

Sponsorships and registration can be made online at: Kennedy Golf

  • Title Sponsor: $7,500 (includes 2-foursomes in tournament)
  • Major Sponsor: $5,000 (includes 1-foursome in tournament)
  • Tournament Sponsor: $2,500
  • Hole in One Insurance Sponsor: $1,000
  • Beverage Sponsor: $500
  • Hole Sponsor: $250/hole

Thank you very much for your interest and support. The tournament and sponsorship of the Emilio Nares Foundation is an endeavor that gap intelligence is very proud to undertake.


Let’s touch a child’s life and leave a legacy beyond our years.

About the Emilio Nares Foundation

Richard and Diane Nares lost their only son, Emilio Nares, to cancer when he was 5-years-old.  Turning tragedy into hope, the Nares family created the Emilio Nares foundation (ENF) in 2003. ENF provides a variety of programs and services for low-income, underprivileged families whose child has cancer. ENF’s flagship program, Ride With Emilio, is a transportation service in southern California. At this time no other transportation exists that is dedicated to the unique socio-economic needs of low-income families whose children must access cancer treatment on time, but cannot due specifically to transportation barriers. The Ride With Emilio program has virtually eliminated missed appointments due to transportation challenges among the patients served. Ride with Emilio has been recognized as a model program by the U.S. Surgeon General and President Obama. We are a 501C3 tax-exempt organization. All donations to the Emilio Nares Foundation are tax deductible. Learn more about ENF:

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Explaining the Why just got: Easier. Better. Faster. Stronger.

For 2014, gap intelligence decided to make a bold New Years resolution: make our industry-leading competitive intelligence more powerful and easier to use.

You could say we’ve been channeling our inner Daft Punk (or Kanye West, whichever you prefer), but with a twist:

Harder Easier

When gap delivered its first Price/Promotion Report more than 10 years ago, we set out to put all four P’s in one place. We put all the marketing intelligence essentials–Pricing, Promotional, Placement, and Product details–in a one-stop-shop experience and updated them on a weekly basis, creating the industry’s most comprehensive source of timely and accurate market knowledge. So why change now?

Better question is, why wouldn’t we continuously innovate and improve the customer experience? Especially when the opportunity exists to vastly simplify the process of finding answers to important questions such as:

Why did my market share increase this week?

Why were unit volumes up despite little or no advertising activity?

Why didn’t market share increase after a major advertising splash at Retailer “X”?

Why are my competitors’ share of shelf increasing / decreasing at key accounts?

Why is demand growing for key product features and how is this impacting my competitive value proposition?

Why is the sky blue? (OK, maybe not this one. Just checking you’re still with me.)

The answer for gap intelligence, of course, is why not? Because our analyst-driven market intelligence services are centered around one core objective:

To help Explain the Why by making gap’s timely and accurate intelligence
more actionable and easier to use.

So effective immediately, gap intelligence is rolling out beta versions of a new Price & Promotion Database (PPDB) based on Excel 2010 with a PowerPivot plugin (SQL Server 2012 SP1). The PowerPivot plugin is a free download from Microsoft’s website and can be installed and set up in just minutes.


Once up and running, the new beta reports give existing Excel 2010 users the option of benefiting from a much more dynamic, flexible, and customizable market intelligence tool than we have ever delivered. It will also open up possibilities we only dreamed of before, such as linking gap’s causal market intelligence with POS data streams to help unveil the daily mysteries around why my brand or my competitors brands are winning or losing.

PowerPivot_Announcement-pic1Our initial launch includes 15 categories for Printer, PC and Consumer Electronics industries, as well as Home Appliances–with more on the way in the coming weeks and months.

And for those of you wondering: what about Excel 2013? And how about using gap data in other data visualization applications? There’s still more to come.  In fact, we’re just getting started!

Meantime, Explaining the Why just got a whole lot: Easier. Better. Faster. Stronger.

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gapNews TWICE: Pre-Holiday TV Placements Predictable


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gapNews: Holiday Advertisements Up, As Savings Value Drops


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gapNews: Majap Snapshot: Columbus Day Laundry Promos


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gapNews: Majap Snapshot: Ad Share At Conn’s, Fry’s Electronics

twiceSAN DIEGO – Appliances are on the upswing at Conn’s and Fry’s, two major multiregionals that are growing their majap businesses and, in the case of Conn’s, opening up new stores and markets.

That fact hasn’t been lost on LG and Samsung product managers, observed Christine Boersing, home appliance analyst for market research firm Gap Intelligence, who has tracked their ad spend at the big-box chains for the previous two months.

LG, whose ad share was as high as 60 percent in mid-August, was the biggest spender across all brands and product categories, followed by Samsung, which peaked at just under 40 percent in mid- September.

GE’s biggest marketing push came in the first week of September, matching Samsung’s 23 percent ad share, while fourth-place Whirlpool peaked during the last week of the month with a 12 percent share of Conn’s and Fry’s print programs.

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gapNews: Retail Shelf Space Diminished For Plasma TVs

twiceSAN DIEGO – A new shelf share study by Gap Intelligence suggests that if, according to a recent unattributed Reuters report, Panasonic exits the plasma market by the end of its fiscal year, the last remaining plasma makers – LG and Samsung – might not be too far behind.

Deirdre Kennedy, Gap Intelligence TV market analyst, pointed out that Gap’s recent retail shelf share studies indicate plasma TVs now “make up a small fraction of current retail HDTV placements.”

“Electronics stores Best Buy, Fry’s Electronics and hhgregg have the largest amount of shelf space devoted to plasma, which has become a niche product over the past couple of years,” she said. “Club stores and mass merchants, with the exception of Sears, have less retail space for TVs and devote a much smaller share of shelf to the technology.”

As for Panasonic, Kennedy said: “Because so much of Panasonic’s 2013 HDTV line was devoted to plasma, the company will have to dramatically increase its LED output in order to remain relevant in the TV industry.”

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gapNews: LED Supplants CCFL TV Retail Placements – #TWICE

SAN DIEGO – A recent study of retail LCD TV placements by market research firm Gap Intelligence revealed that most top TV manufacturers stopped producing CCFL-backlit LCD TVs in 2013, and LED-edge and backlit LED models now dominate the marketplace.

LG, Panasonic, Samsung, Sharp, Sony, Toshiba and Vizio no longer produce CCFL-lit models, even in the most entry-level TVs, Gap pointed out.

Smaller manufacturers continue to offer CCF-Llit TVs, but the majority of the market has switched to LED lighting as the production cost of the newer technology has dropped over the past few years.

Plasma TVs continue to make up only a small portion of the TV market.

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gapNews: Tracking tablet advertising reveals some interesting insights – Betanews

The PC as we know it is dying, and tablets are unquestionably where the sales are right now. As a result, vendors and retailers are clamoring to pull in the consumers by ramping up their advertising spend and exposure.

In Q2 2013, according to data gathered by analyst firm gap intelligence, vendors and retailers placed a total of 771 tablet ads in print media in the US, up 266 from the same quarter last year, and while 83 percent of the adverts were for Android tablets, Windows devices made a big splash, accounting for 12 percent of all ads. When new products launch, or sales aren’t great — both true in this case — it’s quite typical to see an increase in ad spending in order to reach as many consumers as possible.

Gap intelligence tracks and captures Sunday retail ads in newspapers, free standing inserts and ROP (right off press) for the major retail chains and its findings show that while Walmart took the decision to place less adverts in the quarter — just 12, down from 16 in Q2 2012 — most retailers significantly increased their exposure.

Big-box store hhgregg topped the list of tablet ads by retailer with a whopping 162 adverts in Q2 2013, up from just 12 ads in Q2 2012. Staples placed 140 ads, 89 more than this time last year, and Fry’s Electronics placed 136 ads, up from 61.

While retailers place the advertisements, vendors such as Apple and Samsung pay them to include their brands in the ads each month.

In Q2 Samsung took the lead with a total of 228 ads, up 516 percent compared to last year. Amazon followed with 134 ads. Google, Microsoft and HP combined contributed 110 ads.

Apple, which usually avoids print media, placed 41 ads during the quarter, up from 13 in Q1 — likely in an effort to balance the inevitable sales drop off caused by not introducing any new iPads this spring/summer.

Gap intelligence also recorded tablet print ads by size. 7 inch and smaller tablets accounted for 362 ads, while 10 inch and above featured in 294 ads. There were 115 ads for 8 and 9 inch tablets, the class which saw the largest growth (a 539 percent increase). This is consistent with Samsung and Amazon being the ad-spending leaders, as both firms make models in these sizes — Note 8 and Fire HD 8.9.

Graphics credit: Gurpreet Kaur, industry analyst for gap intelligence

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