TVS Motor was top Auto sector advertiser on TV in Jan-Jun’21: TAM AdEx

The Auto sector saw the highest growth in ad volumes on Digital in H1, with ad insertions rising by 2.5x in Jan-Jun’21 over Jan-Jun’20, a per TAM AdEx’s analysis of the Auto sector’s advertising across TV, Digital, Print and Radio. Meanwhile, ad volumes of the Auto sector on Radio grew by 65% during this period, whereas television advertising by this sector grew by 34%. The Top 10 advertisers together accounted for 72% share of Auto sector’s advertising on TV. ‘News Genre’ had 50% share of the sector Ad Volumes during Jan-Jun’21, followed by the ‘Movies Genre’.

Television

Between H1’19 and H1’21, the Auto sector had the highest share of TV ad volumes, that is, 4.8% during H1’19. The Auto sector maintained its 9th position in H1’21, compared to H1’20. There were 103 advertisers and 193 brands in the Auto sector in Jan-Jun’21, which was a growth of 19% and 13%, respectively, over Jan-Jun’20. However, the number of advertisers and brands still fell short of those present in this sector in Jan-Jun’19, which saw 110 advertisers and 240 brands.

Ad Volumes of the Auto sector on Television grew by 34% during Jan-Jun’21, compared to Jan-Jun’20, as against a 42% drop seen during this period when compared to Jan-Jun’19.

On Television, the Auto sector saw consistent advertising growth during Jan-Mar’21, while ad volumes of this sector on Television grew by 2.3x in Jun’21, compared to May’21.

‘Cars’ was the top category with 45% share, followed by ‘Two Wheelers’ with 43% share in Jan-Jun’21. The Top 3 categories retained their ranks in Jan-Jun’21, compared to Jan-Jun’20. ‘Tractors’ category moved to the 4th position in Jan-Jun’21, compared to 6th in Jan-Jun’20. ‘Auto Accessories’ was the new entrant among the Top 10 categories in Jan-Jun’21, compared to Jan-Jun’20.

The Top 10 advertisers together accounted for 72% share of the Auto sector advertising on TV. ‘TVS Motor’ was the top advertiser, with 18% share in Jan-Jun’21. In Jan-Jun’20, it was on the 7th position. ‘Hero Motocorp’ moved up to the 4th position in Jan-Jun’21, compared to 10th position in Jan-Jun’20. ‘Renault India’, ‘Nissan Motor’ and ‘Suzuki Motorcycle India’ entered the Top 10 list in Jan-Jun’21. ‘PCA Automobiles India’ was the new entrant in Top 10 advertisers’ list during Jan-Jun’21.

Over 130 exclusive brands were present in Jan-Jun’21 over Jan-Jun’20; among the Top 50 Exclusive brands, 20 were from ‘Cars’ category. ‘Citroen C5 Aircross’ topped among the exclusive brands of the sector in Jan-Jun’21, compared to Jan-Jun’20, followed by ‘Renault Kiger’ on the 2nd position. Exclusive Brands occupied 48% share of sector Ad Volumes during Jan-Jun’21. Seven out of Top 10 Exclusive Brands were from the Cars category, 2 from Two Wheelers and 1 belonged to Tyres category.

More than 75% share was occupied by the Top 3 channel genres in Jan-Jun’21 – News genre with a share of 50%, Movies genre with a share of 16% and GEC genre with a share of 13%. With a share of 35%, 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 more than 50% share of sector Ad Volumes.

‘Prime Time’ was the most preferred time-band on TV, followed by ‘Afternoon’ in Jan-Jun’21. ‘Prime Time’, ‘Afternoon’ and ‘Morning’ time bands together accounted for more than 70% share of the sector Ad Volumes. Advertisers of the Auto sector preferred 20-40 second ad size on TV. 20-40 seconds and <20 seconds ads together covered 94% share of Ad Volumes during Jan-Jun’21.