Once considered one of the most important mediums for the automobile sector to advertise on– Television– has seen a significant drop of 14% advertising volumes in the first half of 2024 (January – June) over the last year, according to the latest TAM AdEx report.
The sector, however, witnessed an increase of 25% in print ad spaces, a 14% increase in radio, and a significant growth of 55% in digital in the first half of 2024 (H1).
Television
The report said that while the ad volumes on TV witnessed a de-growth of 14% during H1’24 compared to H1’23, the auto sector experienced a 29% growth during H1’24 compared to the same period in 2022.
TVS Motor Company topped the list as the leading advertiser on TV in H1’24, with a 15% share of the ad volumes.
Honda Motorcycle & Scooter India had a share of 13%, followed by Tata Motors with 10%, Hyundai Motor India at 8%, Maruti Suzuki India with 8%, KIA Motors Corporation, MG Motor India and Godrej Consumer Products with 4% each, and JK Tyre & Industries and Skoda Auto with 3% each.
The top 10 advertisers together added a 73% share of ad volumes in H1’24.
The two-wheeler category surpassed cars to claim the top position, capturing a 39% share of ad volumes in H1 2024 compared to H1 2023.
The news channel was the leading channel genre of the auto sector during H1’24 with a 65% share of ad volumes.
Also, the news bulletin genre was most preferred for promoting auto brands on TV.
The advertising space in the first half of 2024 for the auto sector, witnessed a growth of 25% compared to the same period last year.
Meanwhile, the growth witnessed during Jan-Jun’24 was 50% over Jan-Jun’22.
Maruti Suzuki India, with a share of 17%, topped the list of advertisers.
Honda Motorcycle & Scooter India had a share of 13% in the total print ad space in the H1’24, followed by Hero Motocorp with 12%, Renault India with, TVS Motor Company, Toyota Kirloskar Motor and Tata Motors with 5% each, KIA Motors Corporation, Mahindra & Mahindra, and Hyundai Motor India with 3% each.
Cars, two-wheelers and ret cars retained topped positions respectively in H1’24 compared to H1’23.
The top three categories collectively added a 92% share of ad space in the first half of 2024.
41% of the total ad space utilised by auto sector advertisers was in Hindi Publications.
The top five publication languages accounted for 82% share of the auto sector’s ad space.
General interest publication genre added a 98% share of the ad space.
The report noted that among four zones, North was the leading territory for auto advertising with a 32% share of the sector in print during H1’24.
Meanwhile, New Delhi and Mumbai were the top two cities in pan India during the first half of 2024.
Radio
The advertising volumes for the auto sector increased by 78% in H1’24 over H1’22 in radio medium.
A 14% of ad volume growth witnessed during H1’24 over H1’23 in the auto sector.
Maruti Suzuki India topped the list with a 18% share of total ad volumes in the given period, followed by Tata Motors with 10% share, Renault India and Hyundai Motor India with 7%, Mahindra & Mahindra and MG Motor India with 6%, Nissan Motor Co and
Honda Cars India with 5%, KIA Motors Corporation with 4% and Indian Oil Corporation with a 3% share.
The top five states accounted for 64% share of ad volumes for the auto sector.
Meanwhile, Gujarat stood at the highest share of ad volumes at 17% in H1’24 compared to H1’23.
Digital
Digital medium witnessed a significant growth of 55% in ad impressions in H1’24 over H1’23.
The sector experienced a 2.68 times growth during in H1’24 compared to the same period in 2022.
Maruti Suzuki India stood as the leading advertiser in the print medium as well with a total of 27% of the ad space.
It was followed by Hyundai Motor India with 14%, TVS Motor Company with 6%, Kia Motors Corporation with 5%, Tata Motors with 4%, Gobumpr, Hero Motocorp and Ola Electric Mobility with 3%, Honda Motorcycle & Scooter India and
Twenty Two Motors with 2% each.
During H1’24, the programmatic transaction had an 89% share of ad impressions for digital advertising in the auto sector.