Olympic OLED
Over the years there has been much speculation as to the effect of major sporting events on television sales, however what little data that has been presented concerning the connection between TV set sales and large sporting events tends to focus on the pull-in before such events and not the overall set growth over a more extended period. That said, while this year’s Olympic games in Japan have been nothing if not controversial, a few indications that the event, at least in Japan, is having an influence on local TV sales.
This year’s Olympics will not allow fans to attend, a number of Japanese retailers have indicated that starting in the 2nd half of May and extending into June, they have seen TV sales increase by 10% to 20% over last year’s volume, with one retailer seeing an over 2x increase. More interesting than the y/y growth is the point that those indicating increased sales have said the best-selling product during the pre-Olympic sales have been 65” OLED TVs, which tend to be more expensive than LCD TVs. While the data from the Japan Electronics & Information Technology Industry Association does indicate that the number of OLED TV shipments in May grew by 165.6% to 65,000 units, which was a record, it does not break down OLED TV sizes in the data.
The data does indicate that the value of OLED TV shipments in May in Japan was ¥17b ($155.4m US), up 163% from the same period last year, indicating an average OLED TV price of $2,405, down just slightly from last year’s May average OLED TV price of $2,428 in today’s dollars, indicating that the popularity of OLED TVs is increasing even though the price (in Japan) has stayed relatively the same. Historically TV prices in Japan have been higher than those in the US. While the average OLED TV price has remained the same, we suspect that the average size has increased a bit at the same time, although we do not have data to back up that assumption.
This year’s Olympics will not allow fans to attend, a number of Japanese retailers have indicated that starting in the 2nd half of May and extending into June, they have seen TV sales increase by 10% to 20% over last year’s volume, with one retailer seeing an over 2x increase. More interesting than the y/y growth is the point that those indicating increased sales have said the best-selling product during the pre-Olympic sales have been 65” OLED TVs, which tend to be more expensive than LCD TVs. While the data from the Japan Electronics & Information Technology Industry Association does indicate that the number of OLED TV shipments in May grew by 165.6% to 65,000 units, which was a record, it does not break down OLED TV sizes in the data.
The data does indicate that the value of OLED TV shipments in May in Japan was ¥17b ($155.4m US), up 163% from the same period last year, indicating an average OLED TV price of $2,405, down just slightly from last year’s May average OLED TV price of $2,428 in today’s dollars, indicating that the popularity of OLED TVs is increasing even though the price (in Japan) has stayed relatively the same. Historically TV prices in Japan have been higher than those in the US. While the average OLED TV price has remained the same, we suspect that the average size has increased a bit at the same time, although we do not have data to back up that assumption.
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