Auto Advertising on Digital soared by 83% in 2021 over 2020: TAM AdEx

Ad Insertions of the Auto sector on Digital soared by 83% in Y 2021 over Y 2020, as per TAM AdEx’s analysis of Auto sector advertising in 2021. On Radio, the Ad Volumes for Auto sector grew by 41% in Q4 over Q1 of Y 2021, while Q4 witnessed 12% growth in TV Ad Volume, compared to Q3 of Y 2021. Ad Space in Print for this sector witnessed double digit growth during the festive period.

Despite the Covid second wave, the TV Ad Volumes of the Auto sector grew by 8% on Television in Y 2021 over Y 2020. After being hit by the second wave in Q2, Ad Volumes observed 47% drop and then bounced backed in Q4 by 54%. Compared to Q3 of Y 2021, Q4 witnessed 12% Ad Volume growth in the Auto sector on TV. The Auto sector had consistent ad volumes from June to September with spike to double digit figure, making it maximum during the festival season (October’21). During the Covid second wave period, the Auto sector had the lowest share.

The Cars categories alone contributed nearly 50% to the total ad volume share of the Auto sector, followed by Two-wheelers with 38% share. Advertising on TV by categories like Two-wheelers, Tyres and Commercial Vehicles grew by 23%, 37% and 46%, respectively, in Y 2021 over Y 2020. The Top 10 Advertisers accounted for more than 65% share of the TV ad volumes in Y 2021, with TVS Motor Company topping the list with 15%, followed by Tata Motors with 9%.

Among the Top 10 brands from the Auto Sector, TVS Jupiter was on top, followed by Renault Kiger. Among the Top 10 brands of Y 2021, 3 brands were from TVS Motors and 2 from Tata Motors. The Top 10 Brands accounted for 31% share of the ad volumes in Y 2021.

News Channel Genre topped the preference list of Auto Sector during Y 2021 with 52% share. Movies genre was placed second with a 17% share, followed by the GECs genre with a 12% share. The Top 2 channel genres on TV – News and Movies – together accounted for nearly 70% of the TV ad volumes share for the Auto sector during Y 2021.

With a share of 36%, News Bulletin genre was the most preferred for promoting Auto brands on Television. The Top 2 program genres – News Bulletin and Feature Films – together added more than 55% 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. The Prime time and Afternoon time-bands together accounted for more than 55% share of the Ad Volumes.

Advertisers of the Auto sector preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together covered 93% share of the ad volumes in Y 2021.

Print

Ad Space/ publication of the Auto sector in Print declined by 6% in Y 2021 over Y 2020. Due to the Covid second wave, lowest Ad Volumes were observed in Q2, witnessing a 54% drop. Compared to Q1 of Y 2020, Q4 witnessed 21% Ad volume growth. Print Ad Space recovered to the pre-second wave level just within a two-month period. Ad Space in Print witnessed double digit growth in November’21, that is, the festive period.

Among the Categories, Two-wheelers topped with a 42% share, while Maruti Suzuki India was the top Advertiser with a 15% share. The Top 2 categories in the Auto sector – Two Wheelers and Cars – together accounted for nearly 80% of the total Ad Space of the sector. The Top 5 Advertisers accounted for more than 50% share of the Ad Space in Y 2021 with Maruti Suzuki India and Hero Motocorp leading the list with 15% and 14% share, respectively.

The Top 10 Brands accounted for nearly 30% share of the ad space in Y 2021, with Maruti Car Range leading the list, followed by Hero Two Wheelers (Hero Corp) and TVS Two Wheelers Range. In the top 10 Brand’s list, 5 brands each were from Two-Wheeler and Cars categories in Y 2021.

With a share of 44%, Hindi topped the publication language list, followed by English with a 15% share. The Top 5 Publication Languages accounted for more than 80% share of the Auto sector’s Ad space in Print. General Interest Publication genre added 98.2% share of the Auto sector’s Ad Volumes.

Among the 4 zones, North topped for Auto advertising with 35% share of the sector in Print during Y 2021, followed by South with a 29% share. New Delhi and Mumbai were the top 2 cities in overall India.

Sales Promotion for the Auto sector accounted for 64% of the Ad Space in Print medium. Among Sales Promotions, Multiple Promotion occupied 73% share of the pie, followed by Discount Promotion with 22% share in Y 2021.