TAM AdEx overview of half yearly advertising in the auto sector states that between H1 ’19 – H1’21, ‘Auto Sector’ had the highest share of TV Ad Volumes i.e. 4.8 percent during H1’19. It was at the 7th position as compared to other sectors, in H1 ‘19, and dropped to the 9th position in H1’20 with 3.2 percent share. Auto sector maintained its 9th position in H1 ’21 with 3.1 percent share.
From Jan-Jun’19, there were 110 advertisers and 240 brands in the auto sector, which dropped to 86 and 170 respectively from Jan-Jun’ 20 and increased to 103 and 193 respectively from Jan-Jun’21. So there was a 19 percent growth in advertisers and 13 percent growth in brands in H1’21 as compared to H1’20.
Ad Volumes of the auto sector on television plunged by 42 percent during Jan-Jun’20 compared to Jan-Jun’19 but grew by 34 percent during Jan-Jun’21 compared to Jan-Jun’20. On television, the sector saw consistent advertising growth during Jan – Mar’21. Ad Volumes of the auto sector on television grew by 2.3 times in Jun’21 compared to May’21.
‘Cars’ was the top category with 45 percent share followed by two wheelers with 43 percent share.Top 3 Categories retained their ranks in Jan-Jun’21 compared to Jan-Jun’20. ‘Tractors’ category moved to 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.
PCA Automobiles India was the new entrant in the top 10 advertisers’ list during Jan-Jun ’21 and the top 10 advertisers together accounted for 72% share of Auto sector advertising on TV. TVS Motor was the top advertiser with 18% share in Jan-Jun ’21. In Jan-Jun ’20, it was in 7th position, Hero Motocorp moved up to 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.
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 percent share of sector ad volumes. Advertisers of the auto sector preferred 20 – 40 secs ad size on TV.
Auto sector occupied 14 percent share of overall print advertising during Jan-Jun ’21. It was at the 3rd position as compared to other sectors in H1’19 with 15 percent, moved to 1st position in H1’20 with 16 percent share and dropped to 2nd position in H1 ’21 with 14 percent share.
In H1’19, there were more than 3500 advertisers and more than 7700 brands in the auto sector, advertising in print. These numbers dropped to 2770 and 5050 respectively, in H1 ’20 and further dropped to 2460 and 4380 respectively in H1’21. Hence the numbers decreased by 11 percent from H1’19 to H1’20 and decreased by 13 percent from H1’20 to H1’21.
Ad volumes of the auto sector in Print grew by 9 percent during Jan-Jun’21 compared to Jan-Jun’20, as opposed to drop by 45 percent during Jan-Jun’20 over the Jan-Jun’19. In print media, the sector saw consistent advertising growth during Jan-Mar’21. In Jun’21, the auto sector ad volumes in print rose by 15.3 times as compared to May’21.
Top 2 categories together had 79 percent share of the sector ads in print. Cars category was on top with 42 percent share followed by two wheelers with 38 percent share. Tractor was on 3rd
position with 4 percent share followed by commercial vehicles on 4th. Top 10 categories accounted for more than 85 percent share of the auto sector ad pie. Cars and two wheelers categories maintained their ranks in Jan-Jun’21 compared to Jan-Jun’20.
Maruti Suzuki India was the top advertiser in Jan-Jun ’21 with 16 percent share followed by Hero Motocorp. TVS Motor moved to 4th position in Jan-Jun ’21 compared to 9th in Jan-Jun’20. Suzuki Motorcycle India and Skoda Auto entered in the top 10 list during Jan-Jun ’21 from 14th and 15th positions respectively in Jan-Jun’20.
36 percent share of sector advertising in print were occupied by exclusive brands during Jan-Jun ’21. Renault Kiger was the top exclusive brand followed by Honda Shine in 2nd position. Among the various sales promotions used in print, multiple promotions grabbed 79 percent share of ad volumes in print followed by discount promotion with 12 percent share. Top 3 sales promotions solely covered 97 percent of the sales promotions ad pie.
Auto sector contributed 8.5 percent share of overall radio ad volumes during Jan-Jun ’21. There were 234 advertisers and 360 brands from the auto sector in H1 ’19 which dropped to 132 and 239 respectively in H1’20 and rose to 199 and 291 respectively in H1 ’21. ‘Cars’ topped with 58 percent share during Jan-Jun ’21 followed by two wheelers in 2nd position with 20 percent share.
The top 4 states occupied more than half of the ad pie in the auto sector. Gujarat was on top with 16 percent share of ad volumes closely followed by Maharashtra with 15 percent share. Advertising for the auto sector was preferred in evening and morning time-bands on radio during Jan-Jun’21. 41 percent share of the auto ad volumes were in evening time-band followed by 34 percent in the morning.
Auto sector had 4 percent share of overall digital ad insertions during Jan-Jun ’21. The sector observed a positive rank shift in Jan-Jun’21 compared to Jan-Jun’20. Ad insertions of the auto sector on digital rose by 2.5 times in Jan-Jun’21 over Jan-Jun’20 as opposed to a drop of 63 percent during Jan-Jun’20 compared to Jan-Jun’19. Ad Insertions of the auto sector on digital grew by 10 percent in Jun ’21 as compared to May’21.
Ather Energy was the top advertiser in Jan-Jun ’21 followed by ‘TVS Motor’ in 2nd position. Bajaj Auto moved to 4th position in Jan-Jun ’21 compared to 6th in Jan-Jun’20. Renault India, Nissan Motor and Gujarat Gas Company entered in the top 10 list during Jan-Jun’21.
Ad Network transaction method topped with 58 percent share of auto sector’s ad insertions on digital during Jan-Jun’21 followed by programmatic method on 2nd place with 17 percent.