TAM AdEx released the Cross Media Report on Advertising Trend for Electric Vehicle (EV) segment of Two Wheeler category for Jan-Mar’23 (till 11th March’23).
TV
During the period Jan-Mar’23, EV ad volumes on TV surged by almost 5 Times as compared to Jan-Mar’22.
For overall Two Wheelers category during the period Jan-Mar’23, ad volumes on Television increased by 8pc over Jan-Mar’22. Considering only ICE (Internal Combustion Engine) Two Wheelers, ad volumes declined by 11pc in Jan-Mar’23 over Jan-Mar’22.
The Top two advertisers for EV Segment together added 83pc share of ad volumes with Okaya EV at the top of the list with 55pc share during Jan-Mar’23. Okaya Faast-F4 was the leading brand in EV Segment with 39pc share of ad volumes during Jan-Mar’23.
For overall Two Wheelers category, TVS Motor Company with 33pc share was the top advertiser. Okaya EV, Ather Energy, Atumobile and Wardwizard Solution India were EV advertisers among the Top 10. Suzuki Avenis was the top brand followed by Bajaj Pulsar N160. Okaya Faast-F4 and Ather 450 X were EVs among the Top 10 brands.
The top channel genres for EV advertising were News and Movies, with news being the dominant genre accounting for 77pc share of the total.
News and Movies genres were on top with 41pc and 21pc share of overall category ad volumes respectively.
PRINT
Ad space in EV Segment surged by 7.7 times during Jan-Mar’23 compared to Jan-Mar’22.
The period Jan-Mar’23 experienced 84pc hike in overall Two Wheelers’ ad space as compared to Jan-Mar’22. Considering only ICE (Internal Combustion Engine) Two Wheelers, ad volumes saw 58pc growth in Jan-Mar’23 over Jan-Mar’22.
The Top two advertisers accounted for more that 80pc of EV ad space with Ather Energy leading the list with 73pc share. Ather 450 X was the leading brand in EV segment with 60pc share followed by Joy E-Bike Mihos with 11pc share.
Bajaj Auto with 24pc share topped among the advertisers; Ather Energy, Wardwizard Solution India, Greaves Electric Mobility and Pur Energy were EV companies present among the overall Top 10 advertisers. Bajaj Platina 110 ABS topped among the brands; Ather 450 X was only EV among the Top 10 Brands.
Top 5 Publication Language of EV segment had 78pc share with Hindi leading the list with 27pc followed by English with 21pc share.
Top 5 Publication Languages (Overall) accounted for 81pc share of sector’s Ad space. The Top two publication languages were Hindi with 38pc and Tamil with 12pc share.
North Zone secured 1st position with 42pc share of Two Wheelers (EV segment) advertising in Print during Jan-Mar’23. Maharashtra & Karnataka were the top two states in Pan India.
South Zone secured 1st position with 36pc share of overall Two Wheelers advertising in Print during Jan-Mar’23. Maharashtra and Tamil Nadu were the Top two states in Pan India.
RADIO
Ad volumes of EV Segment for Two Wheelers increased by 6.2 Times in Jan-Mar’23 over same period for the last year.
For overall Two Wheelers category, Jan-Mar’23 witnessed increase of 8pc in ad volumes as compared to Jan-Mar’22. Considering only ICE (Internal Combustion Engine) Two Wheelers, ad volumes dropped by 14pc in Jan-Mar’23 over Jan-Mar’22.
Total eight advertisers promoted EVs during the period Jan-Mar’23 with Greaves Electric Mobility leading the list with 47pc share. Total nine brands were present in the EV Segment during the period Jan-Mar’23 with Ampere Magnus Ex leading the list with 47pc share.
In the overall Two Wheelers category, Yamaha Motor India was the top advertiser with 26pc share. Greaves Electric Mobility, Amo Mobility Solutions and Ather Energy were EV companies among the Top 10 advertisers. Yamaha FZ S Fi was the top brand with 26pc share; Ampere Magnus Ex, Amo Electric Bikes and Ather 450 X were EVs among the Top 10 brands.
In the state-wise share, Andhra Pradesh was the top state with 20pc share of EV ad volumes followed by Maharashtra with 19pc share during Jan-Mar’23.
Tamil Nadu was the top state with 33pc share of overall Two Wheelers’ ad volumes followed by Maharashtra with 16pc share during Jan-Mar’23.
West Zone topped for EV advertising with 32pc share of ad volumes closely followed by South Zone with 31pc share in Jan-Mar’23.
South Zone topped for overall ‘Two Wheeler’ advertising with 51pc share closely followed by West Zone with 29pc share in Jan-Mar’23.
DIGITAL
The period Jan-Mar’23 observed a decline of 33pc in ad insertions for EVs as compared to Jan-Mar’22. Looking at the trend by creative types – Display and Video, Display ads saw 44pc drop while Video ads witnessed 24pc rise in EV ads.
For overall Two Wheelers category, ad insertions during Jan-Mar’23 increased by 1pc as compared to Jan-Mar’22. By Creative Types, Display ads dropped by 37pc and Video ads grew 4 Times in Jan-Mar’23 over Jan-Mar’22. Considering only ICE Two Wheelers, overall ad insertions saw 19pc growth, Display insertions dropped 34pc and Video rose by 6 Times.
Wardwizard Solution India was the top advertiser with 26pc share of EV ad insertions followed by TVS Motor Company with 21pc share. Joy E-Bike was the leading brand in the EV Segment with 25pc share of ad insertions during Jan-Mar’23.
In the overall Two Wheelers category, TVS Motor Company led the advertisers’ list with 47pc share. Wardwizard Solution India, Ola Electric Mobility and Klb Komaki were the EV companies among the Top 10 advertisers. TVS’s Raider and Radeon were the Top 2 brands in overall Two Wheelers’ advertising. Joy E-Bike was the only EV among the Top 10.
Feedback: [email protected]
