The latest TAM AdEx cross-media report on the auto sector says that the Fourth Quarter (Q4) of 2020 recorded 16 percent ad volume growth on television compared to Q3 of Y2020,while it fell by 23 percent in Y2020 over Y2019. The pandemic forced ad volumes to historic lows in Q2. However, from August 2020, ad volumes rose to double figures and peaked during the festival season of Oct 2020.
Contributing 56 percent to the ad volumes, the car categories stood at the top followed by two wheelers with 34 percent. The top 10 advertisers include TVS Motor Company, Maruti Suzuki India, KIA Motors Corporation, Yamaha Motor India, Hyundai Motor India,Tata Motors, Honda Motorcycle and Scooter, Hero Motocorp, Suzuki Motorcycle India, and Mahindra & Mahindra, accounting for more than 60 percent of ad volumes in Y2020, with TVS Motor Company topping the list.
Accounting for a 28 percent share of ad volumes, KIA Sonet, TVS Jupiter, Yamaha Street Rally 125 FI, Yamaha Fascino 125 FI, Suzuki Access 125 BS6, Honda Activa 6G, Tata Altroz, TVS Apache RTR Series, Jeep Compass, and Bajaj Pulsar were the top 10 brands. Recording more than 75 percent of the ad volumes, news channelswere the preferred mediumin Y2020.
According to the report, during the festive period, the ad space in the print sector recorded 1.4 times growth in Q4 as compared to Q1 of Y2020. With 34 percent share in print, the northern region topped the charts for auto advertising.Sales promotions for the auto sector recorded 65 percent share of ad space in print.
Maruti Suzuki India, Hero Motocorp, Honda Motorcycle & Scooter, Bajaj Auto,TVS Motor Company, Hyundai Motor, KIA Motors Corporation, Renault India, Tata Motors, and Mahindra & Mahindra were the top 10 advertisers in print. Insales promotions, multiple promotions accounted for 71 percent share of the pie, followed by discount promotions with 25 percent share in Y2020.
At 80 percent, ads for cars and two wheelers ruledthe radio. Gujarat was the top state with 18 percent share of ad volumes, followed by Maharashtra with 17 percent share. The top 5 advertisers accounted for more than 55 percent share of ad volume in Y2020 with Maruti Suzuki India leading the list. Among the Top 10 auto brands, 5 brands belonged to Maruti Suzuki India.
As per the report, Q4 witnessed 40 percent ad insertion growth in digital as compared to Q1 of Y2020. Over 14 percent share of ad insertions were observed in March 2020, November ‘20 and December ‘20 making it the highest.
The top 10 advertisers accounted for more than 59 percent share of ad insertions in Y2020 with KIA Motors Corporation leading the list. Ad networks topped with more than 40 percent share of transaction methods for the auto sector in Y2020.