Auto sector advertising on Digital up 3x in 2023 over 2022: TAM Media
Auto Sector’s ad impressions on Digital increased by almost 5x during Y 2023 over Y 2019, while indexed ad volume on Radio reflected growth of 51% in Y 2023 over Y 2019, as per TAM Media’s report on Auto sector advertising in 2023. However, Television ad volumes of Auto Sector declined by 18% during the same period, even as ad space/ publication on Print of Auto Sector witnessed de-growth of 20%.
Television
Ad volumes for Auto Sector on Television had decreased by 23%, 16%, 30% and 18% during Y 2020, Y 2021, Y 2022 and Y 2023, respectively, over Y 2019. Whereas, compared to Y 2022, there was growth of 17% in ad volumes for Auto Sector during Y 2023. While Analyzing Quarterly Trends of Y 2023, Q’2, Q’3 and Q’4 witnessed de-growth of 21%, 16% and 22% compared to Q’1. Auto Sector observed the highest ad volumes’ share during Oct’23 and Mar’23 at 11.8% and 11%, respectively, whereas, Dec’23 had the lowest share of ad volumes of 5.2%.
The top 5 categories contributed 96% share of the ad volumes on TV, with Cars being the leading Category. Automotive Fuel rose to the 5th position during Y 2023 compared to its 14th position in Y 2022. Among Advertisers, Maruti Suzuki India ascended to the 1st position with 12% share of the ad volumes. Together, the Top 10 advertisers covered 65% share of the ad volumes. Hero Motorcycle India and MG Motor India entered the top advertisers’ list and secured 7th and 10th positions during Y 2023 over Y 2022.
TVS Apache RTR 160 4V dominated the brand list in Y 2023 compared to its 308th position in Y 2022. The Top 10 brands from the Auto Sector collectively added 21% share of the ad volumes on TV. Among the Top 10 brands, five of them were exclusive and three were new entrants during Y 2023 over Y 2022. During Y 2023, Suzuki Avenis descended to the 3rd position after dominating the brand list in Y 2022.
News was the most preferred Channel Genre by the Auto Sector advertisers with 58% share of the ad volumes in Y 2023, followed by Movies with 17% share and GEC with 11% share. News and Movies Channel Genres together added 75% share of the ad volumes.
News Bulletin genre was highly preferred for promoting Auto brands on Television during Y 2023. The Top 2 program genres – News Bulletin and Feature Films – covered 62% to the total ad volume share of Auto sector on TV.
Prime Time was the most preferred time-band on TV, followed by Afternoon and Morning time-bands. Together, Prime time, Afternoon and Morning time bands accounted for 72% 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 91% share in Y 2023.
Indexed Ad Space/ Publication for the Auto Sector reflected de-growth of 26%, 30%, 33% and 20% during Y 2020, Y 2021, Y 2022 and Y 2023, respectively, compared to Y 2019. When comparing Y 2023 with Y 2022, ad space/ publication reflected growth of 20%. While understanding Quarterly Trends of Y 2023, it was discovered that there was de-growth in Q’2 and Q’3 of 29% and 15%, respectively, compared to Q’1. However, ad space in Q’4 displayed significant growth of 62% over Q’1.
Auto Sector’s ad space was reflected highest during Oct’23, followed by Nov’23 with share of 15.3% and 14%, respectively. Lowest share of ad space for the Auto Sector was registered during Apr’23 at 5%.
In Auto Sector, Cars and Two Wheelers continued to dominate their top 2 positions during Y 2023 over Y 2022 in Print. Also, the Top 5 categories in Y 2023 added more than 90% share of the ad space. Maruti Suzuki India was the top advertiser from the Auto Sector with 18% share of the ad space. Together, the Top 10 advertisers covered 68% share of the ad space. Among the Top 10 advertisers, MG Motor India and Volkswagen Group Sales India entered the list during Y 2023 over Y 2022.
Maruti Car Range was the top brand from Auto Sector with 6% share of the ad space. Among the Top 10 brands, Honda Shine 100 and Maruti Suzuki Fronx were exclusive brands present in Y 2023 over Y 2022. Also, there were four brands that upheaved their way in the Top 10 brand list during Y 2023 over Y 2022. The Top 10 brands from the Auto Sector together accounted for 24% share of the ad space.
Hindi was the top publication language for Auto Sector in Print with 41% share of the ad space in Y 2023, followed by English at a distant second place with 18% share. The Top 5 publication language had a combined share of 82%. General Interest publication genre added 97.6% share of the Auto sector’s Ad Volume.
Among the four zones, North secured 1st position for Auto advertising, with 32% share of the sector in Print during Y 2023. New Delhi and Mumbai were top 2 cities in overall India during Y 2023.
Sales Promotion for the Auto Sector accounted for 58% share of the ad space in the Print medium. Among Sales Promotions, Multiple Promotion occupied 68% share of the pie, followed by Discount Promotion with 26% share in Y 2023.
Radio
Ad volumes on Radio registered de-growth of 24% and 16% during Y 2020 and Y 2021, respectively, compared to Y 2019, whereas, Y 2022 and Y 2023 reflected growth of 4% and 51%, respectively, over Y 2019. Additionally, compared to Y 2022, there was 45% growth in ad volumes of the Auto Sector on Radio in Y 2023. The Quarterly Trends of Y 2023 reflected 10% de-growth in Q’2 over Q’1. But, ad volumes increased in Q’3 and Q’4 by 9% and 31%, respectively, over Q’1.
Monthly ad volume trend of the Auto Sector was at its highest during Oct’23 and Dec’23, with share of 10.6% and 10.5%, respectively. The lowest was observed in Apr’23 at 5.2%.
On Radio, Cars was the top category with 57% share of the ad volumes in Y 2023, followed by Ret Cars with 16% share. The Top 5 categories on Radio had 91% share of the ad volumes. Maruti Suzuki India remained the top advertiser on Radio for the Auto Sector, with 19% share of ad volumes in Y 2023 over Y 2022. The top Auto Sector advertisers on Radio added 60% share of the ad volumes in Y 2023.
Nissan Magnite ascended to the 1st position and became the top brand from the Auto Sector during Y 2023 over Y 2022. During Y 2023, Maruti Suzuki Fronx was an exclusive brand with 2% share of the ad volume over Y 2022. Together, the Top 10 brands added 29% share of the ad volumes on Radio. Out of the Top 10 brands from the Auto Sector, four of them belonged to Maruti Suzuki India.
For Auto Sector advertising, Gujarat dominated with 19% share of the ad volumes in Y 2023, compared to its 2nd position in Y 2022. The Top 5 states on Radio for Auto advertising contributed 66% share of the ad volumes during Y 2023.
Advertising for the Auto sector was preferred in the Evening and Morning time-bands on Radio. 79% share of the Auto ad volumes were in the Morning and Evening time-bands collectively in Y 2023.
Digital
Advertising on the Digital medium for the Auto Sector witnessed massive growth of almost 3x in Y 2022 and 5x in Y 2023 compared to Y 2019. Ad impressions increased by 43% during Y 2021 over Y 2019. Compared to Y 2022, there was significant increase in ad impressions of Auto Sector by 62% in Y 2023. Ad impressions during Q’3 and Q’4 of Y 2023 observed growth of 35% and 48%, respectively, compared to Q’1 of Y 2023. Whereas, Q’2 reflected a decline in ad impressions by 25% compared to Q’1.
While analyzing monthly share of digital ad impressions, Oct’23 reflected the highest share of 16.1% and Apr’23 had the lowest share of 5%.
In Categories, Cars secured the 1st position with 55% share of the ad impressions, followed by Two Wheelers with 26% share in Y 2023. Tractors ascended to the 8th position in Y 2023, compared to its 12th position in Y 2022. The Top 5 Categories from the Auto Sector together covered 93% share of ad impressions. Among Advertisers, Kia Motors Corporation made headway to the 1st position in Y 2023 with 14% share of the ad impressions over its 12th position in Y 2022. Also, there were five new entrants in the top advertisers’ list during Y 2023 over Y 2022. The Top 10 advertisers from the Auto Sector accounted for 71% share of ad impressions in Y 2023.
Among the Top 10 brands, Honda Elevate was the only exclusive brand present from the Auto Sector on Digital during Y 2023 over Y 2022. Apart from Honda Elevate, rest of the 9 brands were new entrants compared to Y 2022. On Digital, the Top 10 brands from the Auto Sector added 37% share of the ad impressions.
Programmatic transaction method topped with 76% share of the impressions for Digital advertising of the Auto sector in Y 2023. Programmatic and Programmatic/ Ad Network transaction methods together added 87% share of the sector’s ad impressions.