Saturday, September 30, 2023

Auto sector ad spend surges in Q2 FY21: TAM AdEx


Auto sector ad spends have increased significantly in the July-September 2020 period, during the unlock period, reveals the TAM AdEx report. The report covers insights from across web, print, TV and radio. It claims the ad volumes for the auto sector has seen an immense growth during the second quarter of FY21.

The TAM AdEx report further claims that compared to Q1 (April-June) of FY21, more than 95 new brands on television, 2,600 brands in print and 165 brands on radio have come up in the second quarter of the current fiscal.

Compared to the earlier months of the lockdown, the Indian auto sector have increased their volume of brand and promotional advertising in the last three months, as the country’s economy is gradually unlocking and consumers are increasing their expenditure during the festive season.

Car advertisements accounted for 70% of the total automotive ad volume share of the auto sector on TV and radio mediums. In print and digital mediums the car advertisements amounted to 58% and 65% respectively. Two wheelers came in second among traditional media, as the report reveals.

Maruti Suzuki, Hyundai Motor India, Tata Motors, Kia Motors and Hero MotoCorp were the common across all the four mediums. There was 54% brand promotion and 45% sales promotion. Among these, multiple promotions occupied 74% of the pie followed by discount promotion with 21% share during the first six months (April-September) of current financial year (FY21).

India’s largest car brand in terms of sales volume and market share Maruti Suzuki topped the promotional ad chart with 19% stake.

On TV, the top three channel genres combined added 85% of auto sector ad volumes during April-September 2020 period, with 56% of ads aired on news channels, 19% on movie channels and 10% on general entertainment channels.

When it comes to time bands, morning, prime time and afternoon slots together aired 73% of the total ad volumes for the auto sector. The prime time accounted for 42% of total auto sector ads. Also, the auto sector advertisers preferred for 20-40 second ad timings on TV.

When it comes to radio, morning and evening time bands together contributed 80% of auto sector ad volumes.

In the print medium, 57% of auto sector ads were on English and Hindi publications. General interest publication genre had 98% of the auto sector ad volume share with 2% for business, finance or economy publications.

Among the cities, New Delhi and Mumbai were the top 2 cities in terms of auto sector ad aired, broadcasted or published in between April-September 2020. State wise, the top 4 states across India were Gujarat, Maharashtra, Andhra Pradesh and Madhya Pradesh with more than 55% of the auto sector ad volume contribution as combined.

Also Read: Social media influencers and automotive ads: A 50-50 marriage proposition?

Team AFT
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