Digital hogged the lion’s share of Auto Sector ad volumes in 2020: TAM AdEx

As per TAM AdEx’s overview of the Auto sector’s advertising across Television, Digital, Print and Radio in 2020, compared to Q1 of 2020, Q4 witnessed 40% Ad Insertion growth on Digital. Meanwhile, on Television, Q4 witnessed 16% Ad Volume growth compared to Q3 of 2020. Ad Space in Print witnessed double digit growth during the festive period, even as Ad Volumes for the Auto sector grew by 2.3x in Q4 over Q1 of 2020.

Television

Compared to Q3 of 2020, Q4 witnessed 16% Ad Volume growth for the Auto sector on Television. COVID-19 hit the Ad Volumes of Auto sector on Television in 2020 over 2019, which dropped by 23%. Due to COVID-19, the lowest Ad Volumes were observed in Q2, which includes the lockdown period. From August onwards, ad volumes for the Auto sector increased to double figures and reached the maximum during the festival season (October 2020). During the lockdown, the Auto sector had the lowest share due to COVID-19.

The Cars categories alone contributed 56% to the ad volume share of the Auto sector, followed by Two-Wheelers with 34%. The Top 10 Advertisers accounted for more than 60% share of ad volumes in 2020, with TVS Motor Company topping the list. Among the Top 10 Auto brands, KIA Sonet was at the top, followed by TVS Jupiter. The Top 10 Brands accounted for 28% share of ad volumes in 2020.

The Top 2 channel genres on TV – News and Movies – together accounted for more than 75% of ad volumes share for Auto sector during 2020. News Channel Genre topped preference list of Auto Sector during 2020. News Bulletin genre was most preferred for promoting Auto brands on Television. The Top 2 program genres – News Bulletins and Feature Films – together added more than 50% 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. Prime time & Evening time bands together accounted for 49% share of Ad Volumes. Advertisers of Auto sector preferred 20-40 seconds ad size on TV, with 20-40 seconds and <20 seconds ads together covering 93% shares in 2020.

Digital

Compared to Q1 of 2020, Q4 witnessed substantial rise in Ad Insertion growth at 40%. Highest per cent was observed in March, November and Devember 2020, which had 14% of the total Digital ad insertion shares. However, Ad Insertions of the Auto sector on Digital declined by 41% in 2020 when compared to 2019. Due to COVID-19, lowest Ad insertions were observed in Q2, which includes the lockdown period. Post lockdown, the Auto sector continued to witness an upswing in Ad Insertions, with the maximum recorded in November and December 2020.

On the Digital Medium, Cars were the top Auto categories with 48% share, followed by Two-Wheelers with 28% share. Top 10 Advertisers accounted for more than 59% share of Ad Insertions in 2020, with Kia Motors Corporation leading the list.

Top 10 Brands accounted for 29% share of Ad Insertion in 2020, with BMW Car leading the list with 6% of the total ad insertions of the Auto sector on Digital Medium. Among the Top 10 brands, 2 brands each were from KIA, MG and Isuzu.

Ad Network topped with more than 40% share of transaction method for Digital advertising of the Auto sector in 2020. Programmatic and Programmatic/ Ad Network transaction methods as of 2nd and 3rd positions in Auto Ad Insertions on Digital, respectively.