Advertising volumes on television for the automotive sector witnessed a growth of 50% in the first half of the calendar year (between January and June) even as cars were the leading category with a 49% share of ad volumes in the period.
The sector witnessed the highest ad impressions on the digital medium in the same period, accounting for 76% of total impressions, according to TAM AdEx's half-yearly report on automotive advertising.
Radio followed closely with the second-highest share of ad volumes, comprising 56%, while TV secured the third spot. Ad space in print media for the automotive sector increased by 20% during the same period.
The top 10 brands together added 30% share of ad volumes on TV with Maruti Suzuki Fronx leading the list.
News was the leading channel genre of the auto sector during Jan-Jun 2023 with 55% share
According to the report, the auto sector had the highest share of ad volumes of 21% during March 2023, whereas June 2023 witnessed the lowest share of ad volumes of 12%.
Automotive fuel was a new entrant in the top 10 categories during Jan-Jun 2023 over the same period last year. The top three categories collectively added 93% share of ad volumes in H1’23.
The top 10 advertisers together added 66% share of ad volumes with Maruti Suzuki India ascending to 1st position with 11% share of ad volumes.
The top 10 brands together added 30% share of ad volumes in H1 2023 over the same period last year. Maruti Suzuki Fronx was an exclusive brand and secured first position with 5% share of ad volumes in H1’23 compared to H1’22
Ad space in print increased by 20% in Jan-Jun 2023 compared to last year, with Maruti's car range being the leading brand with 5% share of ad space in the medium.
Mar 2023 had the highest share of ad space of 24%. Whereas, Apr 2023 had the lowest share of ad space at 12%.
Hindi was the most preferred publication language in Jan-Jun 2023 for print.
Maruti Suzuki India and Hero Motorcorp retained their first and second positions in H1 2023 over H1 2022. The top 10 advertisers together added 71% share of ad space in Jan-Jun 2023.
MG Motor India, Nissan Motor and Tata Motors were the new entrants in the top 10 advertisers during this period.
In radio, Mar 2023 witnessed the highest share of ad volumes of 20%, followed by Jun 2023 with 19%.
Here too, Maruti Suzuki India retained its top position with 20% share of ad volumes in H1 2023 over H1 2022. The top 10 advertisers together added 65% share of ad volumes in H1’23.
Among the top 10 auto brands, three brands belonged to Maruti Suzuki India and two belonged to Tata Motors. Nissan Magnite lead was leading the list.
Six out of the top ten brands on radio belonged to car’s category and three belonged to the automotive fuel’s category.
Digital witnessed a significant growth of 73% in ad impressions in Jan-Jun 2023 over Jan-Jun 2022.
The highest percentage of ad impressions for the sector was witnessed in Jan 2023 with a 23% share, followed by Feb 2023 with 18% share.
Cars, two wheelers and corporate-auto retained their top three positions in the top 10 categories during H1 2023.
Tractors was the only new entrant in the top 10 categories during the period over Jan-Jun’22. The top three categories collectively added 87% share of ad impressions.
Top 10 advertisers accounted for 71% share of ad impressions in Jan-Jun 2023 with MG Motor India leading the list.