Compared to the 3rd Quarter of Y 2021, Q4 witnessed 12% Ad Volume growth in the Auto sector on TV. Despite the second wave, the Ad Volumes of the Auto sector grew by 8% on Television in Y 2021 over Y 2020. After being hit by the second wave in Q2, Ad Volumes observed a 47% drop and then bounced back in Q4 by 54%. The auto sector had consistent ad volumes from Jun to Sep with the spike to double-figure making it maximum during festival season (Oct’21). During the second wave period, the Auto sector had the lowest share.
Cars categories alone contributed nearly 50% to the total ad volume share of the Auto sector followed by Two-wheelers with 38%. Advertising on TV by categories like Two-wheelers, Tyres and Commercial Vehicles grew by 23%, 37% and 46% respectively in Y 2021 over Y 2020. The top 10 Advertisers accounted for more than 65% share of ad volumes in Y 2021 with TVS Motor Company topping the list.
Among the Top 10 brands from Auto Sector, TVS Jupiter was on Top followed by Renault Kiger. The top 10 brands of Y 2021 constitute 3 brands from TVS Motors and 2 from Tata Motors. Top 10 Brands accounted for 31% share of ad volumes in Y 2021.
The top 2 channel genres on TV together accounted for nearly 70% of ad volume share for the Auto sector during Y 2021. The news Channel Genre topped the preference list of the Auto Sector during Y 2021 with more than 50% share. News Bulletin genre most preferred for promoting Auto brands on Television. The top 2 program genres i.e. News Bulletin and Feature Films together added more than 55% 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. Primetime & Afternoon time bands together accounted for more than 55% share of Ad Volumes. Advertisers of the Auto sector preferred 20-40 secs ad size on TV. 20-40 seconds and <20 seconds ads together covered 93% shares in Y 2021.
Compared to the 1st Quarter of Y 2020, Q4 witnessed 21% Ad volume growth. Ad Space/publication of Auto sector in Print declined by 6% in Y 2021 over Y 2020. Due to the second wave, lowest Ad Volumes observed in 2nd quarter i.e. 54% drop.
Print Ad Space recovered to pre-second wave level just within a 2 months period. The ad space in Print witnessed double-digit growth in Nov’21 i.e. festive period.
The top 2 categories in the Auto sector, Two Wheelers & Cars together accounted for nearly 80% of the total Ad Space of the sector. Top 5 Advertisers accounted for more than 50% share of Ad Space in Y 2021 with Maruti Suzuki India & Hero Motocorp leading the list with 15% and 14% share respectively.
Top 10 Brands accounted for nearly 30% share of ad space in Y 2021 with Maruti Car Range leading the list. In the top 10 Brands list, 5 brands each were from Two-Wheeler and Car’s category in Y 2021. Top 5 Publication Languages accounted for more than 80% share of the Auto sector’s Ad space. The General Interest publication genre added a 98.2% share of the Auto sector’s Ad Volume. Among 4 zones, North topped for Auto advertising with 35% share of the sector in Print during Y 2021. New Delhi & Mumbai were the top 2 cities in overall India.
Sales Promotion for the ‘Auto’ sector accounted for 64% of Ad Space in the Print medium. Among Sales Promotions, Multiple Promotion occupied 73% share of the pie followed by Discount Promotion with 22% share in Y 2021.
Radio
Compared to the 1st Quarter of Y 2021, Q4 witnessed 41% Ad Volume growth. Ad Volume for the Auto sector on Radio grew by 11% in Y 2021 over Y 2020. Due to the second wave, lowest Ad Volumes observed in 2nd quarter i.e. drop of 69%. The lowest Ad Volumes were observed in Apr ’20 and May’20 due to the second wave of Corona. Festive period boosted Ad Volumes for the Auto sector during Aug’21-Dec’21.
On Radio, ads for Cars & Two Wheelers ruled with nearly 70% of the total ad volume share of the Auto sector. Among the top 10, Auto Spares jumped 4 places to enter the Top 10 list of Y 2021 with 15 times growth in ad volumes. Top 5 Advertisers accounted for more than 55% share of ad volume in Y 2021 with Maruti Suzuki India leading the list.
Among the Top 10 Auto brands, 3 brands belonged to Maruti Suzuki India and 2 to Hyundai Motor. The Top 10 Brands accounted for 37% share of Ad Volumes in Y 2021 with Honda Hness CB 350 leading the advertiser’s list. Advertising for the Auto sector was preferred in the Evening and Morning time-band on Radio. 40% share of the Auto Ad Insertions were in Evening time-bands followed by 33% in Morning during Y 2021.
Digital
Compare to the 1st Quarter of Y 2020, Q4 witnessed a marginal rise in Ad Insertion. Ad Insertions of the Auto sector on Digital soared by 83% in Y 2021 over Y 2020. Due to covid’s second wave, the lowest Ad insertions were observed in the 2nd quarter of Y 2021.
The highest percent observed in Jan’21 which had 10% of total Digital ad insertion shares. Ather Energy and TVS Motors were the two advertisers that topped 5 months each during Y 2021. Mahindra First Choice Wheels lead the list in the last two months of the Y 2021. On Digital Medium, Cars were top Auto categories with 35% followed by Two Wheelers with 29%. Top 10 Advertisers accounted for 50% share of Ad Insertions in Y 2021 with Ather Energy leading the list.
Top 10 Brands accounted for 29% share of Ad Insertion in Y 2021 with Ather Grid leading the list with 7% of the total ad insertions of the Auto sector on Digital Medium. Among the Top 10 brands, 4 brands were from category ‘Cars’ and 2 from category ‘Rent cars’. Ad Network topped with more than 55% share of transaction method for Digital advertising of Auto sector in Y 2021. Programmatic and Programmatic/Ad Network transaction methods as of 2nd and 3rd position in Auto Ad Insertions on Digital.
