Sales of Large TVs up 4% in Q3

Large plasma TV sales decline 14%, undercut by LCD bargains. Overall display revenues were down 7% but volume was slightly higher, according to Quixel Research.

Jason Knott · December 6, 2011

The bells and whistles were not driving volume in Q3 2011 as consumers opened their challenged wallets to buy simple, cheap and larger TVs.

Quixel Research’s Q3 2011 USA Large Area Display Report (LAD) revealed that both bargain 40- to 42-inch LCD TVs and value priced 60-inch+ LCD TVs drove the LAD category’s 4 percent unit increase from Q2 2011 to Q3 2011 and 2 percent increase from Q3 2010 to Q3 2011.

“40-inch and 42-inch LCD TV volume was up about 25 percent Q2Q and 20 percent Y2Y. Almost 75 percent of the 40- and 42-inch LCD TV volume sold was CCFL in Q3 2011, with an ASP well under $500,” says Tamaryn Pratt, Quixel Research’s principal. “For those folks with more money to spend in Q3, 60- and 70-inch models were widely available at ridiculously great values. In all these fast moving screen sizes, features like 3D and Connected TV declined as manufacturers looked to reduce costs or differentiate within a channel.” 

Undercut by the LCD TV bargains, overall plasma TV volume declined 14 percent from Q2 2011 to Q3 2011 and 32 percent from Q3 2010 to Q3 2011. While down 16 percent from Q2 2011 to Q3 2011, Micro Display RPTV volume 70-inch and above almost doubled during the same time period.

Bargains and big screens shored up LAD values quarter-to-quarter and the category posted revenues of $3.4B in Q3 2011 or was flat compared to the prior quarter. However, the move to bigger couldn’t offset the average sales price decline and the LAD category slipped 7 percent in revenues compared to $3.6B in Q3 2010. LCD TV value was up 4 percent from Q2 2011 to Q3 2011 and 3 percent from Q3 2010 to Q3 2011, while Plasma TV values were down 20 percent and 32 percent respectively.


  About the Author

Jason has covered low-voltage electronics as an editor since 1990. He joined EH Publishing in 2000, and before that served as publisher and editor of Security Sales, a leading magazine for the security industry. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He is currently a member of the CEDIA Education Action Team for Electronic Systems Business. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at [email protected]

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