TVS Motor Company top Auto advertiser on TV in 2022 with 65% share: TAM AdEx

In its recap of Auto Sector advertising in 2022, TAM AdEx’s report reveals that ad volumes of the Auto sector grew by 8% on Television in Y 2021 over Y 2020. On Digital, the ad insertions soared 2.3x, while Radio advertising by this sector grew by 37%.

Television

Ad volumes of the Auto sector grew by 8% on Television in Y 2021 over Y 2020. Compared to Q3 of Y 2022, Q4 witnessed 5% ad volume growth in the Auto sector on TV. However, in Q2, ad volumes observed 52% drop, post that there was significant growth in Q3 and Q4.

The Top 10 Advertisers accounted for more than 65% share of the ad volumes in Y 2022, with TVS Motor Company topping the list. Cars categories alone contributed 44% to the total ad volume share of the Auto sector, followed by Two-Wheelers with 40%. Ad volumes of the Commercial Vehicles category grew by 5.4x in Y 2022 as compared to Y 2021, whereas, the shares of Cars and Two-Wheelers, the top two categories, declined by 25% and 13%, respectively.

Among the Top 10 brands from the Auto Sector, Suzuki Avenis was on top, followed by Kia Carens. The Top 10 brands of Y 2021 constitute of four brands from TVS Motors and two from Renault India. The Top 10 Brands accounted for 28% share of ad volumes in Y 2022 with seven Two-Wheelers brands and three Car brands.

The Top 2 channel genres on TV – News and Movies – together accounted for nearly 75% of the ad volumes share for the Auto sector during Y 2022. The News Channel Genre topped preference list of Auto Sector during Y 2022 with more than 56% share, followed by Movies with a share of 18%. The 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 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 55% share of the ad volumes.

Advertisers of the Auto sector preferred 40-60 seconds ad size on TV. 40-60 seconds and <20 seconds ads together covered 92% shares in Y 2022.

Print

Usage of ad space by the Auto sector in Print declined by 7% in Y 2021 over Y 2020, and by 6% in Y 2022 over Y 2021. Compares to Q1 of Y 2022, Q4 witnessed 49% ad volume growth. Like Television medium, Print medium, too, observed the lowest ad space usage in Q2. The lowest share of ad volume was in May’22. Ad space in Print witnessed growth in October’22, that is, the festive period.

The Top 2 categories in Print Media from the Auto sector – Cars and Two-Wheelers – together accounted for nearly 84% of the total ad space of the sector. The Top 5 Advertisers accounted for 58% share of the ad space in Y 2022, with Maruti Suzuki India and Hero Motocorp leading the list with 23% and 15% shares, respectively.

The Top 10 Brands accounted for nearly 30% share of the ad space in Y 2022 with Maruti Car Range leading the list. Within these, 6 brands each were from Two-Wheelers and four from the Cars category in Y 2022.

43% of the total ad space utilised by Auto Sector advertisers was in Hindi Publications. The Top 5 Publication Languages accounted for 83% share of the Auto sector’s ad space. General Interest publication genre added 97.8% share of the Auto sector’s ad volume.

Among the four zones, North ranked 1st position for Auto advertising with 34% share of the sector in Print during Y 2022. On overall India level, New Delhi and Mumbai were the top 2 cities with the maximum Auto sector ads in the Print medium.

61% 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 74% share of the pie, followed by Discount Promotion with 20% share in Y 2022.

Radio

Ad volumes for the Auto Sector grew by 37% in Y 2022 over Y 2020 on Radio, and by 24% compared to Y 2021. Fourth quarter witnessed 123% ad volume growth for the Auto sector on Radio compared to the 1st quarter of Y 2022. The lowest ad volumes were observed in April’22 and May’22. The Festive period boosted ad volumes for the Auto sector during August’22-December’22.

On Radio, ads for Cars and Ret Cars ruled with 73% of the total ad volume share of the Auto sector. The Top 5 Advertisers accounted for 52% share of the ad volumes in Y 2022, with Maruti Suzuki India leading the list.

Among the Top 10 Auto brands, four brands belonged to Maruti Suzuki India and two to Hyundai Motor. The Top 10 Brands accounted for 29% share of the ad volumes in Y 2022, with Maruti Suzuki Arena leading the Brand’s list. Nine out of the Top 10 brands on Radio belonged to the Cars category.

The Top 5 states accounted for 63% share of the ad volumes for the Auto sector. Maharashtra topped the states with 17% share of the ad volumes, followed by Gujarat with 16% share. Andhra Pradesh, Uttar Pradesh and Tamil Nadu’s ad share increased by 2.5x.

Advertising for the Auto sector was preferred in the Evening and Morning time-bands on Radio. 42% share of the Auto Ad Insertions was in the Evening time-bands, followed by 36% in the Morning during Y 2022.

Digital

Ad insertions of the Auto sector on Digital soared 2.3x in Y 2022 over Y 2020 and by 1.3x over Y 2021. The lowest Ad insertions were observed in Q2 with 29% of Y 2022. The highest percent was observed in February’22 with 12% of the total Digital ad insertion shares, followed by October’22 (festive period).

On the Digital Medium, category ‘Cars’ topped the Auto sector with nearly 40% of the ad insertions, followed by category ‘Two Wheelers’ with 20%. The Top 10 Advertisers accounted for 44% share of the ad insertions in Y 2022, with Tata Motors leading the list.

The Top 10 Brands accounted for 26% share of the ad insertions in Y 2022, with Yokohama leading the list with 4% of the total ad insertions of the Auto sector on the Digital Medium. Among the Top 10 brands, 5 brands belonged to the ‘Cars’ category.

Ad Network topped with 50% share of the transaction method for Digital advertising of the Auto sector in Y 2022. Programmatic transaction method ranked in the 2nd position for Auto sector ad insertions on Digital.