Ad impressions for Auto Sector on Digital increased by almost 20x during 2024 over 2020, while indexed ad volume on Radio reflected growth of 2.57x during the same period, according to Auto Sector report for 2024 by TAM Media. Ad space in Print of Auto Sector witnessed growth of 27% during 2024 over 2020, while Television ad volumes experienced growth of 7%.
Television
TV ad volumes for the Auto Sector experienced a steady increase of 6% in 2023 and 7% in 2024 compared to 2020. Additionally, when compared to 2022, ad volumes in 2024 demonstrated a notable growth of 18%. Analyzing the quarterly trends for 2024, Q2 and Q3 saw moderate declines of 4% and 3%, respectively. However, Q4 exhibited a substantial surge of 40% in ad volumes compared to Q1, indicating a strong recovery.
The top 5 categories contributed 93% share of ad volumes on TV with Two Wheelers being the leading Category. Ret Two Wheelers upheaved to 7th position during 2024 compared to its 18th position in 2023. In Advertisers, TVS Motor Company ascended to 1st position with 14% share of ad volumes. Together, the top 10 advertisers covered 67% share of the ad volumes. Skoda Auto and Yamaha Motor India entered the top advertisers list and secured 8th and 9th positions, respectively, during 2024 over 2023.
Honda Shine emerged as the leading brand in 2024, marking a remarkable ascent from its 44th position in 2023. The top 10 brands in the Auto Sector collectively contributed to 24% of the total TV ad volumes. Among these top 10 brands, two were exclusive, while seven were new entrants in 2024 compared to 2023, reflecting a dynamic shift in brand presence.
News was the most preferred Channel Genre by the Auto Sector advertisers, with 63% share of the ad volumes in 2024, indicating a strong preference for reaching audiences. The Movies genre accounts for 16% of ad volumes, making it the second-largest contributor. This suggests that brands see value in engaging audiences through entertainment-driven content. News and Movies Channel Genre together added 78% share of ad volumes.
News Bulletin genre was highly preferred for promoting Auto brands on Television during 2024. The Top 2 program genres – News Bulletin and Feature Films – covered 65% 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, Prime time, Afternoon and Morning time bands accounted for 72% share of the ad volumes.
Advertisers of Auto sector preferred 20-40 seconds ad size on TV. 20-40 seconds and
The indexed ad space for the Auto Sector demonstrated a steady upward trajectory, with an 8% increase in 2023 and a substantial 27% growth in 2024 compared to 2020. Moreover, a year-over-year analysis revealed a notable 18% expansion in ad space from 2023 to 2024. It was observed there was dip in Q2, followed by growth in Q3 and Q4. Notably, ad space in Q4 surged by an impressive 41% over Q1, underscoring a strong recovery and momentum in the sector.
In Auto Sector, Cars and Two Wheelers continued to dominate their top 2 positions during 2024 over 2023 in Print.
Also, the top 5 categories in 2024 added more than 96% share of the ad space. Maruti Suzuki India was the top advertiser from Auto Sector with 16% share of ad space. Together, the top 10 advertisers covered 70% share of the ad space.
Honda Activa H Smart was the top brand from the Auto Sector with 5% share of the ad space. Among the top 10 brands, there were 6 brands that upheaved their way in the top 10 brand list during 2024 over 2023. The top 10 brands from Auto Sector together accounted for 27% share of the ad space.
Hindi was the top publication language for the Auto Sector in Print with 43% share of the ad space in 2024. Top 5 publication language had a combined share of 82%. General Interest publication genre added 97.7% share of the Auto sector’s Ad Volume.
Among the four zones, North secured 1st position for Auto advertising with 33% share of the sector in Print during 2024. New Delhi and Mumbai were the top 2 cities in overall India during 2024.
Sales Promotion for the Auto Sector accounted for 62% of the ad space in Print medium. Among Sales Promotions, Multiple Promotion occupied 49% share of the pie, followed by Discount Promotion with 46% share in 2024.
Radio
Ad volumes growth on Radio shows a consistent increase from 2020 to 2024, indicating positive progress over the years. In 2024, the Auto sector on radio experienced a significant 157% increase in ad volume over 2020. Additionally, it recorded a 29% rise over 2023, highlighting continued advertising in radio for sector. The fourth quarter of 2024 witnessed 48% ad volume growth over Q1 of the same year.
On Radio, Cars was the top category within the Auto sector, accounting for 69% share of the ad volumes in 2024. The top 5 categories on Radio had 94% share of the ad volumes. Maruti Suzuki India remained the top advertiser on Radio for the Auto Sector with 26% share of the ad volumes in 2024 over 2023. The Top 10 advertisers under Auto Sector on Radio added 69% share of the ad volumes in 2024.
Maruti Suzuki Arena ascended to the 1st position and became the top brand from the Auto Sector during 2024 over 2023. Together, the top 10 brands added 36% share of the ad volumes on Radio. Out of the top 10 brands from the Auto Sector, 4 of them belonged to Maruti Suzuki India.
For Auto Sector advertising, Gujarat dominated with 17% share of the ad volumes in 2024 compared 2023. The top 5 states – Gujarat, Maharashtra, Andhra Pradesh, Madhya Pradesh, Uttar Pradesh – on Radio for Auto advertising contributed 58% share of the ad volumes during 2024.
Advertising for the Auto sector was preferred in Evening and Morning time-bands on Radio. 83% share of the Auto ad volumes were in the Morning and Evening time-bands collectively in 2024.
Digital
Advertising on Digital medium for the Auto Sector witnessed massive growth of almost 10x in 2021 and more than 20x in 2023, 2024 compared to 2020. Compared to 2023, there was sight growth in ad impressions of the Auto Sector by 1% in 2024. Ad impressions during Q2 reflected an increased growth in ad impressions by 10% compared to Q1.
In Auto Sector, Cars secured 1st position with 55% share of the ad impressions, followed by Two Wheelers with 26% share in 2024. Honda Motorcycle & Scooter India ascended to the 9th position in 2024 compared to its 12th position in 2023. The Top 5 Categories from the Auto Sector together covered 91% share of the ad impressions. Among advertisers, Honda Motorcycle & Scooter India and Mahindra & Mahindra emerged as new entrants in the top advertisers list in 2024 compared to 2023. Top 10 advertisers from the Auto Sector accounted for 62% share of the ad impressions in 2024.
Hyundai Motor India ascended to 1st position in 2024 compared to its 101th position in 2023. Among the top 10 brands, 7 brands were new entrants. On Digital, the top 10 brands from the Auto Sector added 37% share of the ad impressions.
Programmatic transaction method topped with 89% share of the Impressions for Digital advertising of the Auto sector in 2024. Programmatic and Programmatic/ Ad Network transaction methods together added 93% share of the sector ad impressions.
Image by Waseem Ali from Pixabay
