Advertising volumes on TV saw a decline of 14% during Jan-Jun’24 compared to the same period in the previous year, revealed TAM-AdEx report. Despite this overall drop, the Auto sector experienced significant growth, posting a 29% increase in ad volumes for the first half of 2024 compared to Jan-Jun’22. Additionally, the Two-Wheeler category surpassed Cars to claim the top position in ad volumes with a 39% share in H1 2024. The top 2 categories in the Auto sector together accounted for 76% of ad volumes during this period. Furthermore, Auto-Air Fresheners made a debut in the top 10 categories for Jan-Jun’24, reflecting new market entrants in this space.
The report also highlighted the dominance of the top 10 advertisers, who collectively contributed 73% of ad volumes in Jan-Jun’24, with Maruti Suzuki India leading the pack with a 15% share. Among the top 10 brands, 3 brands belonged to Honda Motorcycle & Scooter India. When it comes to TV channel genres, News was the leading genre for Auto sector advertising with a 65% share of ad volumes, while the top two channel genres, News Bulletin and Feature Films, together accounted for 78% of the sector’s ad volumes. Ad space for the Auto sector on TV saw a 25% growth in Jan-Jun’24 compared to the same period last year.
On the print media front, the Auto sector in Jan-Jun’24 saw a rise in ad volumes, with the top 3 categories, Cars, Two-Wheelers, and Ret Cars, maintaining their positions from the previous year and contributing nearly 92% of the ad space. Maruti Suzuki India continued its stronghold in the print sector, retaining its top position. The North region, particularly New Delhi and Mumbai, emerged as significant contributors, with the top 5 states accounting for 64% of the sector’s ad volumes in print media. Discount promotions led the way in sales promotions, contributing 57% of the ad space for Auto sector advertising.
The digital medium also saw a sharp rise in ad impressions, with a 55% growth in Jan-Jun’24 compared to the previous year. The Auto sector’s ad volumes on digital media grew 2.68 times compared to Jan-Jun’22. In this space, Maruti Suzuki India led the pack among the top 10 advertisers, which collectively accounted for 69% of ad impressions in the first half of 2024. Programmatic advertising was the dominant method, commanding 89% of ad impressions in digital advertising for the Auto sector. Among the top 10 brands in digital, Cars and Two-Wheelers made up the majority, with Honda Shine 100 leading the list of top brands.