TAM AdEx 2023 Cross Media Advertising Recap - Auto Sector

2.
3.
4.
1.
Television ad volumes of Auto Sector was
declined by 18% in Y 2023 over Y 2019.
Oct’23 had the highest ad volume share of
11.8% on TV for Auto Sector.
Ad space/publication on Print of Auto Sector
witnessed de-growth of 20% during Y 2023 over
Y 2019.
In Quarterly Trends of Y 2023, ad space of Q’4
increased by 62% over Q’1.
Cars was the top category on TV from Auto
Sector with 50% share of ad volumes in Y 2023.
Among top Advertisers, Maruti Suzuki India
secured 1st position with 12% share of ad
volumes in Y 2023.
For Auto Sector advertising on Print, North was
the leading territory with 32% share of ad space in
Y 2023.
Sales Promotion for Auto Sector accounted 58%
for of ad space in Print medium.
Period : Y 2023
Highlights – Part 1
Television Print

7.
5.
6.
Indexed ad volume on Radio of Auto Sector reflected
growth of 51% in Y 2023 over Y 2019 for Auto
Sector.
Both Q’3 and Q’4 of Y 2023 observed growth of 9%
and 31% compared to Q’1 of Y 2023 for Auto Sector.
On Digital, ad impressions for Auto Sector increased by
almost 5 Times during Y 2023 over Y 2019.
Oct’23 had the highest share of ad impressions of
16.1% on Digital for Auto Sector.
Gujarat was the top state with 19% share of ad
volumes followed by Maharashtra with 18% share.
Advertising for Auto Sector was preferred in
Evening and Morning time-bands on Radio.
Period : Y 2023
Highlights – Part 2
8.
The top 10 advertisers from Auto Sector together
added 71% share of ad impressions with Kia Motors
Corporation leading the list in Y 2023.
Programmatic topped with 76% share of transaction
method for Auto Sector in Y 2023.
Radio Digital

Ad Volumes for Auto sector on TV
100
77
84
70
82
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
INDEXED AD VOLUME GROWTH
Index: Y 2019=100
100
79
84
78
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Indexed
Growth
in
Ad
Volumes
Quarterly Trends : Y 2023
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Y 2019-23
 Ad volumes for Auto Sector on Television had decreased by 23%, 16%, 30% and 18% during Y 2020, Y 2021, Y 2022
and Y 2023 respectively over Y 2019. Whereas, compared to Y 2022, there was growth of 17% in ad volumes for
Auto Sector during Y 2023.
 While Analyzing Quarterly Trends of Y 2023, Q’2, Q’3 and Q’4 witnessed de-growth of 21%, 16% and 22%
compared to Q’1.

Monthly Ad Volume Trend of Auto sector on TV
 Auto Sector observed highest ad volumes’ share during Oct’23 and Mar’23 i.e. 11.8% and 11% respectively. Whereas,
Dec’23 had the lowest share of ad volumes of 5.2%.
8.4%
9.9%
11.0%
7.9%
8.9%
6.4%
9.2%
7.6%
7.9%
11.8%
5.9%
5.2%
Jan'23 Feb'23 Mar'23 Apr'23 May'23 Jun'23 Jul'23 Aug'23 Sep'23 Oct'23 Nov'23 Dec'23
Monthly Share of Ad Volumes
Period : Jan-Dec’23

Top 10 Categories % Share
Cars 50%
Two Wheelers 36%
Commercial Vehicles 5%
Tyres 5%
Automotive Fuel 1%
Auto-Air Fresheners 1%
Tractors 1%
Ret Automobiles Range 1%
Ret Cars 0.4%
Other Auto Product & Service 0.4%
Top 10 Categories and Advertisers from Auto Sector for TV
Top 10 Advertisers % Share
Maruti Suzuki India 12%
TVS Motor Company 10%
Tata Motors 10%
Hyundai Motor India 6%
Suzuki Motorcycle India 5%
Kia Motors Corporation 5%
Honda Motorcycle & Scooter 5%
Hero Motocorp 5%
Renault India 4%
MG Motor India 3%
 The top 5 categories contributed 96% share of ad volumes on TV with Cars being the leading Category.
 Automotive Fuel upheaved to 5th position during Y 2023 compared to its 14th position in Y 2022.
 In Advertisers, Maruti Suzuki India ascended to 1st position with 12% share of ad volumes. 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 7th and 10th positions during Y 2023 over Y 2022.
Period : Y 2023

Top 10 Brands from Auto sector on TV
 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, 5 of them were exclusive and 3 were new entrants during Y 2023 over Y 2022.
 During Y 2023, Suzuki Avenis descended to 3rd position after dominating the brand list in Y 2022.
Top 10 Brands % Share
TVS Apache RTR 160 4V 3%
Maruti Suzuki Fronx 3%
Suzuki Avenis 3%
Maruti Suzuki Jimny 2%
Kia Seltos 2%
Okaya Faast-F4 2%
Hero Xoom 2%
TVS NTORQ 125 Race XP 2%
Yamaha FZ-S FI 2%
Honda Bigwing CB Range 2%
Period : Y 2023

Top Channel Genres preferred by advertisers of Auto sector on TV
 News was the most preferred Channel Genre by the Auto Sector advertisers with 58% share of ad volumes in Y 2023.
 News and Movies Channel Genre together added 75% share of ad volumes.
Channel Genres % Share
News 58%
Movies 17%
GEC 11%
Music 6%
Sports 4%
Others (6) 4%
Period : Y 2023

Top 10 Program Genres preferred by advertisers of Auto sector on TV
 News Bulletin genre was highly preferred for promoting Auto brands on Television during Y 2023.
 Top 2 program genres i.e. News Bulletin and Feature Films covered 62% to the total ad volume share of Auto sector
on TV.
Program Genres % Share
News Bulletin 44%
Feature Films 17%
Drama/Soap 5%
Film Songs 4%
Interviews/Portraits/Discussion 4%
Business Program 3%
Cricket 3%
Reviews/Reports 3%
Music Shows/Songs 2%
Film Based Magazines 2%
Period : Y 2023

Time band analysis for Auto advertising on TV
 Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands.
 Together, Prime time, Afternoon and Morning time bands accounted for 72% share of ad volumes.
12%
16%
18%
9%
38%
7%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59
Period : Y 2023

Preference of ad size by advertisers of Auto on TV
77%
14%
8%
0.4%
20-40 sec <20 sec 45-60 sec >60 sec
 Advertisers of Auto sector preferred 20-40 seconds ad size on TV.
 20-40 seconds and <20 seconds ads together covered 91% shares in Y 2023.
Period : Y 2023

Ad Space for Auto sector in Print
Index: Y 2019=100
100
71
85
162
Indexed
Growth
in
Ad
Space
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
 Indexed Ad Space/Publication for Auto Sector reflected de-growth of 26%, 30%, 33% and 20% during Y 2020, Y 2021,
Y 2022 and Y 2023 respectively compared to Y 2019. When we compared Y 2023 with Y 2022, ad space/publication
reflected growth of 20%.
 While understanding Quarterly Trends of Y 2023, we discovered there was de-growth in Q’2 and Q’3 of 29% and 15%
respectively compared to Q’1. But, ad space in Q’4 displayed significant growth of 62% over Q’1.
100
74
70
67
80
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
INDEXED GROWTH-AD SPACE/PUBLICATION
Period : Y 2019-23

Monthly Ad Space Trend of Auto sector in Print
 Auto Sector’s ad space was reflected highest during Oct’23 followed by Nov’23 with share of 15.3% and 14% respectively.
 Lowest share of ad space for Auto Sector was registered during Apr’23 with 5%.
8.2%
6.1%
9.6%
5.0%
6.0% 6.0%
6.4%
6.0%
8.0%
15.3%
13.9%
9.6%
Monthly Share of Ad Space

Top 10 Categories and Advertisers of Auto Sector in Print
Cars 52%
Two Wheelers 37%
Ret Cars 2%
Tyres 2%
Ret Two Wheelers 1%
Tractors 1%
Corporate-Auto 1%
Automotive Fuel 0.3%
Ret Commercial Vehicles 0.3%
Hero Motocorp 12%
Bajaj Auto 5%
MG Motor India 4%
Tata Motors 4%
Volkswagen Group Sales India 3%
 In Auto Sector, Cars and Two Wheelers continued to dominate their top 2 positions during Y 2023 over Y 2022 in Print. Also, the top 5
categories in Y 2023 added more than 90% share of ad space.
 Maruti Suzuki India was the top advertiser from 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 Y 2023 over Y 2022.
Period : Y 2023

Top 10 Brands from Auto sector in Print
 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 Y 2022.
Also, there were 4 brands that upheaved their way in the top 10 brand list during Y 2023 over Y 2022.
 The top 10 brands from Auto Sector together accounted for 24% share of ad space.
Maruti Car Range 6%
Hero Two Wheelers (Hero Corp) 3%
Honda Shine 100 3%
Volkswagen Cars 2%
Kia Seltos 2%
Hero HF Deluxe 2%
Maruti Suzuki Baleno 2%
Nissan Magnite 1%
Maruti Suzuki Grand Vitara 1%
Period : Y 2023

Newspaper: Publication Language and Genre for Auto sector in Print
Publication Genre % Share
General Interest 97.6%
Business/Finance/Economy 2.1%
Focus on Advertising on General Interest Newspapers by
advertisers
 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.
Publication Language % Share
Hindi 41%
English 18%
Marathi 9%
Telugu 8%
Tamil 6%
Others (8) 18%
Period : Y 2023

Zone % Share
North Zone 32%
South Zone 29%
West Zone 24%
East Zone 14%
Top 2 Cities - East Zone
Kolkata
Patna
Top 2 Cities - South Zone
Bangalore
Hyderabad
Top 2 Cities - North Zone
New Delhi
Chandigarh
Zone wise Advertising share of Auto sector in Print
Top 2 Cities - West Zone
Mumbai
Nagpur
 Among 4 zones, North secured 1st position for Auto advertising with 32% share of sector in Print during Y 2023.
 New Delhi & Mumbai were top 2 cities in overall India during Y 2023.
Period : Y 2023

58%
41%
1%
Sales Promotion Brand Promotion Others
68%
26%
2% 4%
Multiple Promotion Discount Promotion
Exchange Promotion Others (4)
Sales Promo
Advertising Promotions of Auto sector in Print
 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 Y 2023.
Period : Y 2023

Ad Volumes for Auto sector on Radio
Index: Y 2019=100
100
90
109
131
Indexed
Growth
in
Ad
Volumes
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
 Ad volumes on Radio registered de-growth of 24% and 16% during Y 2020 & Y 2021 respectively compared to Y 2019,
whereas, Y 2022 and Y 2023 reflected growth of 4% and 51% respectively over Y 2019. Additionally, compared to Y
2022, there was 45% growth in ad volumes of Auto Sector on Radio in Y 2023.
 The Quarterly Trends of Y 2023 reflected 10% de-growth in Q’2 over Q’1. But, ad volumes were increased in Q’3 &
Q’4 by 9% and 31% respectively over Q’1.
100
76
84
104
151
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
INDEXED AD VOLUME GROWTH
Period : Y 2019-23

Monthly Ad Volume Trend of Auto sector on Radio
 Monthly ad volume trend of Auto Sector was at its highest during Oct’23 and Dec’23 with share of 10.6% and 10.5%
respectively. The lowest was observed in Apr’23 with 5.2%.
6.9%
7.4%
9.0%
5.2%
7.5%
8.3%
7.7%
8.2%
9.4%
10.6%
9.3%
10.5%
Monthly Share of Ad Volumes

Top 10 Categories and Advertisers from Auto sector on Radio
Cars 57%
Ret Cars 16%
Two Wheelers 7%
Ret Two Wheelers 6%
Automotive Fuel 4%
Corporate-Auto 4%
Automotive Batteries 1%
Tyres 1%
Other Auto Product & Service 1%
Tata Motors 9%
Nissan Motor Corporation 6%
Renault India 5%
Honda Cars India 4%
Mahindra & Mahindra 3%
MG Motor India 3%
Honda Bigwing 2%
 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.
Period : Y 2023

Top 10 Brands from Auto sector on Radio
 Nissan Magnite ascended to 1st position and became the top brand from Auto Sector during Y 2023 over Y 2022.
 During Y 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.
Nissan Magnite 6%
Renault Cars 4%
Maruti Suzuki True Value 4%
Maruti Suzuki Arena 3%
Tata Motors 3%
Maruti Suzuki 2%
Ret Honda H’ness CB 350 (Honda Bigwing) 2%
Tata Nexon EV 2%
Kia Seltos 1%
Period : Y 2023

19%
18%
11%
10%
8%
7%
7%
6%
6%
5%
3%
Gujarat Maharashtra Andhra Pradesh Uttar Pradesh
Tamil Nadu Karnataka Rajasthan Delhi
Madhya Pradesh West Bengal Kerala
State-wise share of Auto advertising on Radio
 For Auto Sector advertising, Gujarat dominated with 19% share of ad volumes in Y 2023 compared to its 2nd position in Y
2022.
 The top 5 states on Radio for Auto advertising contributed 66% share of ad volumes during Y 2023.
Period : Y 2023

36%
19%
43%
2%
Time band analysis for Auto advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59
 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.
Period : Y 2023

Ad Impression for Auto sector on Digital
Index: Y 2019=100
100
75
135
148
Indexed
Growth
in
Ad
Impression
Note: Figures are based on Impressions for Digital;
 Advertising on Digital medium for Auto Sector witnessed massive growth of almost 3 Times in Y 2022 and 5 Times in Y
2023 compared to Y 2019. Ad impressions increased by 43% during Y 2021 over Y 2019.
 Compared to Y 2022, there was significant increase in ad impressions of Auto Sector by 62% in Y 2023.
 Ad impressions during Q’3 and Q’4 of Y 2023 observed growth of 35% and 48% respectively compared to Q’1 of Y 2023.
Whereas, Q’2 reflected a decline in ad impressions by 25% compared to Q’1.
100
36
143
292
474
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
INDEXED AD IMPRESSION GROWTH
Period : Y 2019-23

Monthly Ad Impression Trend of Auto sector on Digital
 While analyzing monthly share of digital ad impressions, Oct’23 reflected the highest share of 16.1% and Apr’23 had the
lowest share of 5%.
8.9%
6.9%
6.0%
4.8%
6.1%
5.5%
9.6%
9.2%
10.6%
16.1%
9.8%
6.5%
Monthly Share of Ad Impressions

Top 10 Categories and Advertisers of Auto Sector for Digital
Cars 55%
Two Wheelers 26%
Corporate-Auto 5%
Tyres 5%
Other Auto Product & Service 2%
Ret Cars 2%
Tractors 1%
Automotive Fuel 1%
Automotive Batteries 0.5%
Hero Motocorp 10%
MG Motor India 6%
Tata Motors 6%
Honda Cars India 5%
Mahindra & Mahindra 3%
 In Categories, Cars secured 1st position with 55% share of ad impressions followed by Two Wheelers with 26% share in Y 2023.
 Tractors ascended to 8th position in Y 2023 compared to its 12th position in Y 2022.
 Top 5 Categories from Auto Sector together covered 93% share of ad impressions.
 Among Advertisers, Kia Motors Corporation made headway to 1st position in Y 2023 with 14% share of ad impressions over its 12th
position in Y 2022. Also, there were 5 new entrants in the top advertisers list during Y 2023 over Y 2022.
 Top 10 advertisers from Auto Sector accounted for 71% share of ad impressions in Y 2023.
Period : Y 2023

Top 10 Brands from Auto sector on Digital
 Among the top 10 brands, Honda Elevate was the only exclusive brand present from Auto Sector on Digital during
Y 2023 over Y 2022.
 Apart from Honda Elevate, 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.
Kia Seltos 10%
MG Hector 5%
Maruti Suzuki Swift 4%
Hero Vida V1 4%
Honda Elevate 3%
Hero Motorcycles 3%
Kia Cars 2%
Tata Tiago EV 2%
Apollo Tyres 2%
TVS Rider 125 1%
Period : Y 2023

76%
11%
9%
3%1%
Programmatic Programmatic/Ad Network
Ad Network Programmatic Direct
Direct
Programmatic was the top transaction method for Digital advertising
Transaction Methods of Digital Advertising in Auto sector
 Programmatic transaction method topped with 76% share of Impressions for Digital advertising of Auto sector in Y
2023.
 Programmatic and Programmatic/Ad Network transaction methods together added 87% share of sector ad
impressions.
Period : Y 2023

Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com

TAM AdEx 2023 Cross Media Advertising Recap - Auto Sector

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TAM AdEx 2023 Cross Media Advertising Recap - Auto Sector