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TAM AdEx-Cross Media Report — Auto Sector

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TAM AdEx-Cross Media Report — Auto Sector highlights TV, Print, Radio and Digital Advertising data for April-September 2020. It lists the top Categories, Advertisers, Channel Genres and Program Genres for the said period. 

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TAM AdEx-Cross Media Report — Auto Sector

  1. 1. TAM AdEx Overview of Advertising by the sector: Auto Media: TV, Print, Radio & Digital Media: TV, Print, Radio and Digital Period: April-September’20
  2. 2. 1 3 2 4 Ad Volume Growth^ New Brands TV: Channel Genre & Time-band Print Ad Volumes for ‘Auto’ Sector saw a huge growth in Jul- Sep’20 for TV, Radio, Print and Digital. Ad Volume growth on TV, Radio, Print & Digital medium was 4 times,7 times, 4 times & 5 times in Jul-Sep’20 respectively. No. of New Brands** in TV, Print and Radio: TV: 95+ Brands Print: 2600+ Brands Radio: 165+ Brands Top 3 channel genres together added 85% share of Auto ad volumes during Apr-Sep’20 on TV. Prime Time, Afternoon, & Morning time bands together added 73% share of ad volumes. 57% of sector ads were on Hindi and English Publications during Apr-Sep’20. North Zone topped with nearly 33% ad volume share each in Print during Apr-Sep’20 Highlights I ^Ad Volume Growth Comparison Period: Jul-Sep’20 over Apr-Jun’20 **New Brands period: Jul-Sep’20 compared to Apr-Jun’20
  3. 3. 5 6Advertiser Digital KIA Motors, Maruti Suzuki, Tata Motors, Hyundai Motor India and Hero Moto Corporation were the common across all mediums. Ad Network transaction method captured 36% share of Auto ad insertions on Digital. Highlights II 7 Category Cars category accounted more than 70% of the ad volume share of Auto Sector on TV and Radio mediums, where as it added 58% & 65% of the ad volume share in Print & Digital mediums. 8Radio More than 55% of sector’s ad volumes was contributed by Top 4 states. Advertising for Sector on Radio preferred during Evening and Morning time-band
  4. 4. Ranking of Auto sector on TV, Print, Radio and Digital 917 9 Apr’20 May’20 Jun’20 TV 15 Jul’20 55 6Radio 11 26 1Print 18 513 11Digital 15 Insight:  Ranking of Auto Sector has improved in Sep’20 compared to previous 4 months i.e. Apr-Sep’20. Sep’20 8 2 1 5 9 Aug’20 2 1 7
  5. 5. 100 404 Apr - Jun'20 Jul - Sep'20 Advertising volumes for 'Auto' soared in Jul-Sep’20 compared to Apr-Jun’20 Index : Ap-Jun’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Apr-Sep’20 Insight:  Advertising for Auto sector on Television grew 4 folds in Jul-Sep’20. Ad Volumes for Auto sector on TV Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20 IndexedGrowth
  6. 6. 100 666 Apr - Jun'20 Jul - Sep'20 Ad Volumes on Radio for ‘Auto’ sector observed a big rise in Jul-Sep’20 Index : Ap-Jun’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio Period: Apr-Sep’20 Insight: Ad Volumes for Auto sector on Radio IndexedGrowth  Overall ad volumes on Radio medium for the Auto sector rose by 7 times in Jul- Sep’20. Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20
  7. 7. 100 451 Apr - Jun'20 Jul - Sep'20 Ad Volumes in Print for ‘Auto’ sector saw a huge rise during Jun’20 Index : Ap-Jun’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20 Insight:  Advertising in Print increased by more than 4 times in Jul-Sep’20. Ad Volumes for Auto sector in Print IndexedGrowth Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20
  8. 8. 100 540 Apr - Jun'20 Jul - Sep'20 Ad Insertions for Auto sector on Digital grew more than 4 folds in Jul-Sep’20 Index : Ap-Jun’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Inserations for Digital Period: Apr-Sep’20 Insight:  Advertising on Digital medium grew by 5 times in Jul-Sep’20. Ad Insertions for Auto sector on Digital IndexedGrowth Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20
  9. 9. TV % Share Print % Share Cars 71 Cars 58 Two Wheelers 22 Two Wheelers 25 Tractors 2 Commercial Vehicles 2 Tyres 2 Tractors 1 Automotive Batteries 1 Tyres 0.4 Corporate 1 Corporate 0.2 Auto Spares 0.3 Automotive Fuel 0.1 Commercial Vehicles 0.3 Other Auto Product & Service 0.1 Other Auto Product & Service 0.04 Automobiles Range 0.1 Auto Accessories 0.0001 Automotive Batteries 0.1 Top 10 Categories of Auto for TV and Print Radio and Digital follows Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Apr-Sep’20 8 among Top 10 Categories were common between TV and Print accounting for almost 100% share of ad volumes for TV and more than 85% in Print.
  10. 10. Radio % Share Digital % Share Cars 73 Cars 65 Two Wheelers 7 Two Wheelers 17 Tyres 4 Corporate 6 Commercial Vehicles 2 Other Auto Product & Service 4 Tractors 1 Tyres 2 Automotive Fuel 1 Automotive Batteries 0.4 Other Auto Product & Service 1 Commercial Vehicles 0.3 Corporate 0.4 Auto Spares 0.2 Automotive Batteries 0.2 Tractors 0.1 Automobiles Range 0.02 Automobiles Range 0.03 Top 10 Categories of Auto for Radio and Digital Insight (across all 4 media):  Two Wheelers category stands at 2nd position on traditional mediums. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Apr–Sep’20  Cars category accounted more than 70% of the ad volume share on TV and Radio mediums, where as it added 58% and 65% of the ad volume share on Print & Digital mediums.  Total 8 categories were common across all mediums.
  11. 11. TV % Share Print % Share KIA Motors Corporation 16 Maruti Suzuki India 20 TVS Motor Company 11 Hero Moto Corporation 10 Maruti Suzuki India 10 KIA Motors Corporation 9 TATA Motors 8 TVS Motor Company 7 Hyundai Motor India 8 Hyundai Motor India 6 MG Motor India 6 Renault India 5 Hero Moto Corporation 5 TATA Motors 5 Skoda Auto 4 Bajaj Auto 5 Renault India 4 MG Motor India 3 Mahindra & Mahindra 3 Skoda Auto 3 Top 10 Advertisers of Auto for TV and Print Radio and Digital follows Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Apr-Sep’20 KIA Motors Corporation topped on TV and Maruti Suzuki in Print during Apr-Sep’20 and Hero Moto Corporation stands at 2nd position on Print
  12. 12. Radio % Share Digital % Share Maruti Suzuki India 33 KIA Motors Corporation 27 KIA Motors Corporation 11 MG Motor India 14 Hyundai Motor India 11 Maruti Suzuki India 7 Honda Cars India 5 Honda Motorcycle& Scooter India 4 TATA Motors 5 TATA Motors 4 Apollo Tyres 4 Hyundai Motor India 4 Mahindra & Mahindra 4 TVS Motor Company 3 Skoda Auto 3 Mahindra & Mahindra 2 Hero Moto Corporation 2 Hero Moto Corporation 2 Rajpal Toyota 2 Big Boy Toyz 2 Top 10 Advertisers of Auto for Radio and Digital Insight (across all 4 media):  Maruti Suzuki, KIA Motors, Hyundai Motor India, TATA Motor and Hero Moto Corporation were the common advertisers across all mediums. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Apr–Sep’20  Top 10 advertisers added more than 70% share of ad volumes on traditional mediums.  While on Radio, Top 10 advertisers had 81% share of ad insertion.
  13. 13. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio TV Radio Print KIA Sonet KIA Sonet KIA Sonet TVS Two Wheelers Range Maruti Suzuki S-Cross Bajaj Pulsar 125 Split Seat MG Hector Plus Apollo Tyres Honda City Renault Triber Maruti Suzuki Super Carry MG Hector Plus Honda City Honda WR V Hyundai Venue Sport Trim Top 5 New Brands^ from Auto sector in each traditional mediums: Jul-Sep’20 99 New Brands on TV 169 New Brands on Radio 2609 New Brands in Print  KIA Sonet were the common new brands among Top 5 of TV, Radio and Print mediums. Insight: ^New Brands period: Jul-Sep’20 compared to Apr-Jun’20
  14. 14. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Apr-Sep’20 Rank Channel Genres % Share 1 News 56 2 Movies 19 3 GEC 10 4 Music 4 5 Infotainment 4 Others (7) 7 Insight: Top Channel Genres preferred by advertisers of Auto sector on TV  Top 3 channel genres together added more than 85% share of Auto sector’s ad volumes during Apr-Sep’20 on TV. 56% of the Auto Sector’s ad volumes were on News channels
  15. 15. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Apr-Sep’20 Rank Program Genres % Share 1 News Bulletin 38% 2 Feature Films 21% 3 Reviews/Reports 5% 4 Interviews/Portraits/Discussion 5% 5 Channel Presentation/Promotion 4% 6 Film Songs 3% 7 Drama/Soap 3% 8 Nature/Wild Life/Environment 2% 9 Music Shows/Songs 2% 10 Business Program 2% Auto sector’s advertising was mostly during News Bulletin and Feature Films programs i.e. 59% of the ad volume Insight: Top 10 Program Genres preferred by advertisers of Auto sector on TV  Top 10 program genres together added more than 85% share of ad volumes on TV.
  16. 16. 11% 15% 17% 8% 42% 7% For Auto advertising, Prime Time was the most preferred time-band on TV followed by Afternoon Source: AdEx India (A Division of TAM Media Research) Period: Apr-Sep’20 Note: Figures are based on Secondages for TV Insight:  Prime Time, Afternoon & Morning time bands together added 73% share of ad volumes for ‘Auto’ advertising. Time band analysis for Auto advertising on TV 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
  17. 17. Preference of ad size by advertisers of Auto sector on TV 23% 73% 4% [VALUE]% < 20 Sec 20-40 Sec 40-60 Sec > 60 Sec Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Apr-Sep’20 Advertisers from Auto sector preferred 20-40 secs ads size on TV Insight:  <20 seconds ads covered 23% share of ad volume during Apr-Sep’20.
  18. 18. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20 Newspaper: Publication Language and Genre for Auto sector in Print Insight:  57% of sector ads were on Hindi and English Publications during Apr-Sep’20. Publication Language % Share Hindi 41 English 16 Telugu 9 Marathi 8 Tamil 6 Top 5 Publication Languages added 80% share of ad space in Apr-Sep’20  General Interest publication genre had 98% share of ad volume and Business/Finance/Economy had 2% share in Print.
  19. 19. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20 North Zone topped with nearly 33% share of ad space in Print during Apr-Sep’20 Zone % Share North Zone 33 South Zone 32 West Zone 21 East Zone 13 National 0.1 Top 2 Cities – East Zone Kolkata Patna Top 2 Cities - South Zone Bangalore Hyderabad Top 2 Cities - North Zone New Delhi Lucknow Zone wise Advertising share of Auto sector in Print Insight:  New Delhi and Mumbai the Top 2 cities in overall India during Apr-Sep’20. Top 2 Cities - West Zone Mumbai Nagpur
  20. 20. 54% 45% 1% Brand Promotion Sales Promotion Others 74% 21% 4% 1% Multiple Promotion Discount Promotion Finance Schemes Others Sales Promo Sales Promotion for ‘Auto’ sector added 45% share of ad space Insight:  Among Sales Promotions, Multiple Promotion occupied 74% share of the pie followed by Discount Promotion with 21% share during Apr-Sep’20. Advertising Promotions of Auto sector in Print Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20
  21. 21. Rank Top Sales Promotion’s Advertisers % Share 1 Maruti Suzuki India 19 2 TVS Motor Company 10 3 Renault India 10 4 Hero Moto Corporation 7 5 TATAA Motors 7 6 Hyundai Motor India 7 7 Skoda Auto 6 8 Suzuki Motorcycle India 4 9 MG Motor India 3 10 Bajaj Auto 3 Maruti Suzuki topped with 19% share of promotional ad volumes in ‘Auto’ sector Insight: Top advertisers using Sales Promotion for Auto sector in Print  Top 5 advertisers together added more than 50% share of Sales Promotion ad volumes during Apr-Sep’20 in Print. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20
  22. 22. 18% 17% 12% 10% 9% 8% 7% 6% 5% 5% 4% Gujarat Maharashtra Andhra Pradesh Madhya Pradesh Tamil Nadu Uttar Pradesh Karnataka Rajasthan Delhi West Bengal Kerala Sector advertising maximum in Gujarat on Radio during Apr-Sep’20 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio Period: Apr-Sep’20 Insight:  More than 55% of sector’s ad volumes was contributed by Top 4 states viz. Gujarat, Maharashtra, Andhra Pradesh & Madhya Pradesh during Apr-Sep’20. State-wise share of Auto sector’s advertising on Radio
  23. 23. 37% 19% 43% 1% Advertising for Sector on Radio preferred during Evening and Morning time-band Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio Period: Apr-Sep’20 Insight:  Evening and Morning time bands together added 80% share of ad volumes. Time band analysis for Auto sector’s advertising on Radio Morning 6:00 to 10:59 Afternoon 11:00 to 16:59 Evening 17:00 to 21:59 Evening 17:00 to 21:59
  24. 24. 36% 30% 16% 11% 5% 1% Ad Network Programmatic Programmatic/Ad Network Direct Programmatic Direct Unknown Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Ad Insertion in Digital Period: Apr-Sep’20 Ad Network was the top transaction method for Digital advertising Insight:  Ad Network transaction method captured 36% share of ad insertions for the ‘Auto’ sector on Digital. Transaction Methods of Digital advertising in Auto sector
  25. 25. For any queries write to:Website Link: www.tamindia.com Vinita Shah vinita.shah@tamindia.com

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