Auto Sector’s ad volumes on TV see 14% de-growth in H1 2024: TAM Media

Auto Sector’s ad volumes on TV witnessed de-growth of 14% during Jan-Jun’24 over Jan-Jun’23, while ad space in print increased by 25% during the same period. Ad Impressions on Digital medium witnessed a massive growth of 55% during Jan-Jun’24 over Jan-Jun’23, as per TAM Media’s Half Yearly report on Advertising in the Auto Sector.

Television

Ad volumes on TV for the Auto sector witnessed degrowth of 14% during Jan-Jun’24 compared to Jan-Jun’23. The Auto sector experienced a 29% growth during Jan-Jun’24 compared to the same period in 2022.

The Two-Wheeler category surpassed Cars to claim the top position, capturing a 39% share of the ad volumes in H1 2024 compared to H1 2023. Auto-Air Freshners was a new entrant in the Top 10 categories during Jan-Jun’24 over Jan-Jun’23. The Top 2 categories – Two-Wheeler and Cars – collectively added 76% share of ad volumes in H1’24. The Top 10 advertisers together added 73% share of the ad volumes in H1’24. Maruti Suzuki India ascended to the 1st position with 15% share of ad volumes.

The Top 10 brands together added 33% share of ad volumes in Jan-Jun’24. Out of the Top 10 brands in the Auto sector on TV, three belonged to Honda Motorcycle & Scooter India.

News was the leading Channel Genre of the Auto Sector during H1’24 with 65% share of the ad volumes. The Top 2 channel genres on TV – News and Movies – together accounted for 78% of the ad volumes share for the Auto sector during Jan-Jun’24.

Among the Top 10 Program Genres preferred by advertisers of Auto sector on TV, News Bulletin genre was the most preferred. The Top 2 program genres – News Bulletin and Feature Films – together added 65% to the total Ad Volume share of Auto sector on TV.

Print

Print ad space in Jan-Jun’24 for the Auto Sector witnessed a growth of 25% compared to Jan-Jun’23. While the growth witnessed during Jan-Jun’24 was 50% over Jan-Jun’22.

Cars, Two Wheelers & Ret Cars retained their 1st, 2nd and 3rd positions, respectively, in H1’24 compared to H1’23. The Top 3 categories – Cars, Two-Wheelers and Ret Cars – collectively added 92% share of the ad space in Jan-Jun’24. Maruti Suzuki India retained its top positions in H1’24 over H1’23. The Top 10 advertisers together added 71% share of the ad space in Jan-Jun’24.

The Top 10 Brands accounted for 28% share of the ad space in Jan-Jun’24, with Honda Shine 100 leading the list. Out of the Top 10 brands, 6 of them belonged to Cars Category and the remaining 4 to Two-wheelers category in Jan-Jun’24. Maruti Car Range slid to the 2nd position in Jan-Jun’24 over Jan-Jun’23.

41% of the total ad space utilized by Auto Sector advertisers was in Hindi Publications. The Top 5 Publication Languages – Hindi, English, Marathi, Telugu, Tamil – accounted for 82% share of the Auto sector’s ad space. General Interest publication genre added 98% share of the Auto sector’s ad space in print.

Among the four zones, North was the leading territory for Auto advertising, with 32% share of the sector in Print during H1’24. New Delhi and Mumbai were the Top 2 cities in pan-India during Jan-Jun’24.

54% of the total ad space utilized by Auto sector’s advertisers was for different types of Sales Promotions in Print media. Among Sales Promotions, Discount Promotion occupied 57% share of the pie, followed by Multiple Promotion with 36% share in Jan-Jun’24.

Radio

Ad volumes for the Auto Sector increased by 78% in Jan-Jun’24 over Jan-Jun’22 in the Radio Medium. 14% ad volume growth was witnessed during Jan-Jun’24 over Jan-Jun’23 in the Auto Sector.

Cars and Ret Cars retained their 1st and 2nd positions with 72% and 12% share of the ad volumes, respectively, in Jan-Jun’24 over Jan-Jun’23. The Top 3 categories together contributed nearly 90% share of the ad volumes in H1’24. Tractors was the only new entrant in the Top 10 categories for Jan-Jun’24 compared to Top 10 of Jan-Jun’23. Maruti Suzuki India retained its 1st position with 20% share of the ad volumes in H1’24 over H1’23. The Top 10 advertisers together added 71% share of the ad volumes in H1’24.

Among the Top 10 Auto brands, 3 brands belonged to Maruti Suzuki India and 2 belonged to Hyundai. The Top 10 Brands accounted for 35% share of the ad volumes in Jan-Jun’24, with Nissan Magnite leading the Brand’s list. Nine out of Top 10 brands on Radio belonged to Cars category and only 1 belonged to Automotive Fuel’s Category.

The Top 5 states accounted for 64% share of the ad volumes for the Auto sector. Gujarat ascended to the 1st position with 17% share of the ad volumes in Jan-Jun’24 compared to Jan-Jun’23.

Digital

The Digital medium witnessed a significant growth of 55% in ad impressions in Jan-Jun’24 over Jan-Jun’23. The Auto sector experienced 2.68x growth during Jan-Jun’24 compared to the same period in 2022.

Cars and Two Wheelers retained their 1st and 2nd positions, respectively, in the Top 10 categories during H1’24. Six out of the Top 10 categories were common during Jan-Jun’24 over Jan-Jun’23. The Top 10 Advertisers accounted for 69% share of the ad impressions in Jan-Jun’24, with Maruti Suzuki India leading the list.

In the Digital Medium, the Top 10 brands together contributed 37% share of the ad impressions in Jan-Jun’24. Among the Top 10 brands, 4 of them belonged to ‘Cars’ category and 3 belonged to ‘Two Wheelers’ category.

During Jan-Jun’24, Programmatic transaction method ascended to the 1st position, with 89% share of the ad impressions for Digital Advertising in Auto Sector.