Mumbai: News was the most preferred channel genre by auto sector advertisers with 58% share of ad volumes in 2023. News and the movie channel genre together added 75% share of ad volumes. TAM AdEx has published its ‘2023 Cross Media Advertising Recap – Auto Sector’. News bulletin genre was highly preferred for promoting auto brands on Television during 2023. The top two programme genres i.e. News Bulletin and
Feature films covered 62% 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. Together, the prime time, afternoon and the morning time bands accounted for 72% share of ad volumes. Advertisers of the auto sector preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together covered 91% shares in Y 2023
Television ad volumes of the auto sector declined by 18% in 2023 over 2019. Oct’23 had the highest ad volume share of 11.8% on TV for the auto sector. Cars was the top category on TV from the auto sector with 50% share of ad volumes in 2023. Among the top advertisers, Maruti Suzuki India secured first position with 12% share of ad volumes in 2023.
The top five categories contributed 96% share of ad volumes. Automotive Fuel upheaved to fifth position during 2023 compared to its 14th position in Y 2022. Together, the top 10 advertisers covered 65% share
of ad volumes. Hero Motorcycle India and MG Motor India entered the top advertisers list and secured seventh and 10th positions during 2023 over 2022.
TVS Apache RTR 160 4V dominated the brand list in Y 2023 compared to its 308th position in Y 2022.
- The top 10 brands from Auto Sector collectively added 21% share of ad volumes on TV.
- Among the top 10 brands, five of them were exclusive and three were new entrants during Y 2023 over Y 2022.
- During 2023, Suzuki Avenis descended to third position after dominating the brand list in Y 2022.
Print: Ad space/publication on print of the auto sector witnessed a de-growth of 20% during 2023 over 2019. In Quarterly Trends of 2023, ad space of Q4 increased by 62% over Q1. For suto sector advertising on print, the North was the leading territory with 32% share of ad space in Y 2023. Sales promotion for the auto sector accounted 58% for of ad space in the print medium.
In the auto sector, cars and two wheelers continued to dominate their top 2 positions during Y 2023 over Y 2022 in Print. Also, the top five categories in 2023 added more than 90% share of ad space. Maruti Suzuki India was the top advertiser from the auto sector with 18% share of ad space. Together, the top 10 advertisers covered 68% share of ad space. Among the top 10 advertisers, MG Motor India and Volkswagen Group Sales India entered the list during 2023 over 2022.
Maruti Car Range was the top brand from Auto Sector with 6% share of ad space.
- Among the top 10 brands, Honda Shine 100 and Maruti Suzuki Fronx were exclusive brands present in Y 2023 over 2022. Also, there were four brands that upheaved their way in the top 10 brand list during Y 2023 over 2022.
- The top 10 brands from Auto Sector together accounted for 24% share of ad space.
Hindi was the top publication language for Auto Sector in Print with 41% share of ad space in Y 2023.
- Top 5 publication language had a combined share of 82%.
- General Interest publication genre added 97.6% share of Auto sector’s Ad Volume.
Among the four zones, North secured first position for Auto advertising with 32% share of sector in Print during Y 2023.
- New Delhi and Mumbai were top 2 cities in overall India during Y 2023.
Sales Promotion for Auto Sector accounted 58% for of ad space in Print medium.
- Among Sales Promotions, Multiple Promotion occupied 68% share of the pie followed by Discount Promotion with 26% share in 2023.
Radio: Indexed ad volume on radio of the auto sector reflected growth of 51% in 2023 over Y 2019 for the auto sector. Both Q3 and Q4 of 2023 observed growth of 9% and 31% compared to Q1 of 2023 for the auto sector. Gujarat was the top state with 19% share of ad volumes followed by Maharashtra with 18% share advertising for the auto sector was preferred in the evening and morning time-bands on radio.
On radio, Cars was the top category with 57% share of ad volumes in Y 2023. The top 5 categories on Radio had 91% share of ad volumes.
- Maruti Suzuki India remained the top advertiser on Radio for Auto Sector with 19% share of ad volumes in Y 2023 over Y 2022.
- Top auto sector advertisers on radio added 60% share of ad volumes in Y 2023.
Top 10 auto brands on radio
- Nissan Magnite ascended to first position and became the top brand from Auto Sector during Y 2023 over Y 2022.
- During 2023, Maruti Suzuki Fronx was an exclusive brand with 2% share of ad volume over Y 2022.
- Together, the top 10 brands added 29% share of ad volumes on radio.
- Out of the top 10 brands from Auto Sector, 4 of them belonged to Maruti Suzuki India.
Preferred Time bands:
- Advertising for Auto sector was preferred in Evening and Morning time-band on Radio.
- 79% share of the Auto ad volumes were in Morning and Evening time-bands collectively in Y 2023.
Digital: On digital, ad impressions for the auto sector increased by almost five times during 2023 over 2019. Oct 23 had the highest share of ad impressions of 16.1% on digital for the auto sector. The top 10 advertisers from the auto sector together added 71% share of ad impressions with Kia Motors leading the list in 2023.
Programmatic topped with 76% share of transaction method for the auto sector in 2023.
Advertising on Digital medium for the auto sector witnessed massive growth of almost 3 Times in 2022 and five times in 2023 compared to 2019. Ad impressions increased by 43% during Y 2021 over 2019.
- Compared to 2022, there was significant increase in ad impressions of Auto Sector by 62% in 2023.
- Ad impressions during Q3 and Q4 of 2023 observed growth of 35% and 48% respectively compared to Q’1 of 2023. Whereas, Q2 reflected a decline in ad impressions by 25% compared to Q1.
Top 10 categories and advertisers for auto on digital
- In categories, cars secured first position with 55% share of ad impressions followed by Two Wheelers with 26% share in 2023.
- Tractors ascended to eighth position in Y 2023 compared to its 12th position in 2022.
- The top five categories from the auto sector together covered 93% share of ad impressions.
- Among advertisers, Kia Motors made headway to first position in Y 2023 with 14% share of ad impressions over its 12th position in 2022. Also, there were five new entrants in the top advertisers list during 2023 over 2022.
- The top 10 advertisers from the auto sector accounted for 71% share of ad impressions in Y 2023.
- Among the top 10 brands, Honda Elevate was the only exclusive brand present from Auto Sector on Digital during 2023 over 2022.
- Apart from Honda Elevate, the rest of the 9 brands were new entrants compared to Y 2022.
- On digital, the top 10 brands from Auto Sector added 37% share of ad impressions.
Transaction Methods of Digital Advertising in Auto sector
- Programmatic transaction method topped with 76% share of Impressions for Digital advertising of Auto sector in 2023.
- Programmatic and Programmatic/Ad Network transaction methods together added 87% share of sector ad impressions.
