At 76%, Auto sector’s ad volumes were highest on Digital in H1 2023: TAM AdEx

At 76%, Auto sector’s ad impressions were the highest on Digital Medium during Jan-Jun’23 over Jan-Jun’22, as per TAM AdEx’s half yearly report on Auto sector’s advertising. Radio had the second highest share of Auto sector’s ad volumes at 56%, followed by TV at 50%. Meanwhile, Auto sector’s ad space in Print increased by 20% in Jan-Jun’23 compared to Jan-Jun’22.

TV

Ad Volumes on TV for Auto Sector witnessed a growth of 50% during Jan-Jun’23 over Jan-Jun’22. The Auto sector had the highest share of ad volumes of 21% during Mar’23, whereas, Jun’23 witnessed the lowest share of ad volumes of 12%.

Cars and Two Wheelers Categories retained their 1st and 2nd positions with 49% and 39% share of the ad volumes, respectively, in H1’23 over H1’22. Automotive Fuel was a new entrant in the Top 10 Categories during Jan-Jun’23 over Jan-Jun’22. The Top 3 categories collectively added 93% share of the ad volumes in H1’23. The top 10 advertisers together added 66% share of the ad volumes in H1’23. Maruti Suzuki India ascended to the 1st position with 11% share of the ad volumes. Also, Bajaj Auto was an exclusive advertiser in H1’23 over H1’22.

The Top 10 brands together added 30% share of the ad volumes in Jan-Jun’23 over Jan-Jun’22. Maruti Suzuki Fronx was an exclusive brand and secured 1st position with 5% share of the ad volumes in H1’23 compared to H1’22.

News was the leading Channel Genre of the Auto Sector during H1’23, with 55% share of the ad volumes. The Top 2 channel genres on TV – News and Movies – together accounted for 73% of the ad volumes share for the Auto sector during Jan-Jun’23. News Bulletin genre was the most preferred for promoting Auto brands on Television. The Top 2 program genres, that is, News Bulletin and Feature Films together added 60% to the total Ad Volume share of the Auto sector on TV.

Prime Time was the most preferred time-band on TV, followed by Afternoon and Morning time-bands. Prime time and Afternoon time-bands together accounted for 56% share of the Ad Volumes.

Advertisers of Auto sector preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together covered 89% shares of the ad volumes in Jan-Jun’23.

Print

Auto sector ad space in Print increased by 20% in Jan-Jun’23 compared to Jan-Jun’22. Mar’23 had the highest share of ad space of 24%, whereas, Apr’23 had the lowest share of ad space of 12%.

Cars, Two Wheelers and Ret Cars retained their 1st, 2nd and 3rd positions, respectively, in H1’23 compared to H1’22. The Top 3 categories collectively added 91% share of the ad space in Jan-Jun’23. Maruti Suzuki India and Hero Motorcorp retained their 1st and 2nd positions, respectively in H1’23 over H1’22. The Top 10 advertisers together added 71% share of the ad space in Jan-Jun’23. MG Motor India, Nissan Motor and Tata Motors were the new entrants in the Top 10 advertisers during Jan-Jun’23 over Jan-Jun’22.

The Top 10 Brands accounted for 28% share of the ad space in Jan-Jun’23, with Maruti Car Range leading the list. Out of the Top 10 brands, 7 of them belonged to Cars Category in Jan-Jun’23. Maruti Car Range retained its 1st position in Jan-Jun’23 over Jan-Jun’22.

39% of the total ad space utilised by Auto Sector advertisers was in Hindi Publications. The Top 5 Publication Languages accounted for 82% share of the Auto sector’s ad space. The General Interest publication genre added 97% share of the Auto sector’s ad space.

Among the four zones, North Zone was the leading territory for Auto advertising with 32% share of the sector in Print during H1’23. New Delhi and Mumbai were the Top 2 cities in pan India during Jan-Jun’23.

52% of the total ad space was utilised by Auto sector’s advertisers for different types of Sales Promotions in Print media. Among Sales Promotions, Multiple Promotion occupied 68% share of the pie, followed by Discount Promotion with 23% share in Jan-Jun’23.

Radio

Ad volumes for Auto Sector in the Radio medium increased by 56% in Jan-Jun’23 over Jan-Jun’22. In the Radio medium, Mar’23 witnessed the highest share of ad volumes of 20%, followed by Jun’23 with 19%.

Cars Category retained its 1st position with 52% share of the radio ad volumes in Jan-Jun’23 over Jan-Jun’22. The Top 3 categories together contributed 80% share of the ad volumes in H1’23. Corporate-Auto was the only new entrant in the top categories for Jan-Jun’23. Maruti Suzuki India retained its 1st position with 20% share of the ad volumes in H1’23 over H1’22. The Top 10 advertisers together added 65% share of the ad volumes in H1’23.

Among the Top 10 Auto brands, three brands belonged to Maruti Suzuki India and two belonged to Tata Motors. The Top 10 Brands accounted for 35% share of the ad volumes in Jan-Jun’23, with Nissan Magnite leading the Brand’s list. Six out of the Top 10 brands on Radio belonged to the Car’s category and three belonged to Automotive Fuel’s Category.

The top 5 states – Gujarat, Maharashtra, Andhra Pradesh, Uttar Pradesh, and Tamil Nadu – accounted for 67% share of the ad volumes for the Auto sector. Gujarat ascended to the 1st position with 18% share of the ad volumes in Jan-Jun’23 compared to Jan-Jun’22.

Advertising for the Auto sector was preferred in the Evening and Morning time-bands on Radio. The Evening and Morning Time-Bands together accounted for 80% share of the ad volumes in Jan-Jun’23.

Digital

Auto sector’s ad impressions on the Digital medium witnessed a massive growth of 76% during Jan-Jun’23 over Jan-Jun’22. The highest percentage of ad impressions for the Auto Sector was witnessed in Jan’23 with 23% share, followed by Feb’23 with 18% share.

Cars, Two Wheelers and Corporate-Auto retained their 1st, 2nd and 3rd positions, respectively, in the Top 10 categories during H1’23. Tractors was the only new entrant in the Top 10 categories during Jan-Jun’23 over Jan-Jun’22. The Top 3 categories collectively added 87% share of the ad impressions. The Top 10 Advertisers accounted for 71% share of the ad impressions in Jan-Jun’23, with MG Motor India leading the list.

In Digital Medium, the Top 10 brands together contributed 38% share of the ad impressions in Jan-Jun’23. Among the Top 10 brands, five of them belonged to ‘Cars’ category and three belonged to the ‘Two Wheelers’ category.

During Jan-Jun’23, Programmatic transaction method ascended to the 1st position with 67% share of the ad impressions for Digital Advertising in the Auto Sector.