Irvine-based Vizio Inc. overtook South Korea’s Samsung Group in shipments of liquid crystal display televisions in the third quarter, becoming the top supplier of such sets in the U.S., according to data from research firm iSuppli Corp.
Vizio grabbed 19.4% of the market for LCDs in the period, with 1.6 million sent to retailers nationwide. That’s a gain of 200,000—and nearly 5 percentage points of market share—compared to the prior quarter.
Samsung saw a 1.5% dip in LCD shipments, taking its market share down to 17.7%, according to El Segundo-based iSuppli.
Samsung remains the biggest supplier of flat-panel TVs overall in the U.S. thanks to its continued lead on shipments of plasma sets, which are pricier and combine with LCDs to make up the category.
Samsung had enough shipments of plasma TVs in the third quarter to offset its decline in LCDs. It shipped 1.82 million overall, up 0.2% from the prior quarter and good for 19.3% of the total market.
Vizio designs and markets low-cost digital TVs, manufacturing the products elsewhere. It doesn’t make plasma TVs, but its shipments of LCDs gave it the second spot for U.S. market share in the overall flat-panel segment for the third quarter.
The gain in market share come as Vizio prepares to boost its marketing. The company recently signed a deal to become presenting sponsor of the Rose Bowl from 2011 to 2014.
The last year of the package includes the BCS National Championship Game, when millions tune in across the globe.
It also will coincide with a $152 million renovation project at the historic Pasadena stadium, which will be completed before the college football championship.
The game will be known as the Rose Bowl Game presented by Vizio, while the 2014 contest will be called the 2014 Vizio BCS National Championship Game, according to ESPN.
Vizio will have logo rights for product packaging and all Rose Bowl-related events.
Financial terms were not disclosed. Such high-profile sponsorships easily fetch millions of dollars.
Last year, Vizio joined a handful of OC companies that shelled out big bucks to advertise in a 30-second Super Bowl spot. Singer and actress Beyonce Knowles-Carter was featured in Vizio’s Super Bowl commercial. She signed a three-year deal to endorse the company’s products.