TV Ad Volumes For Auto Sector Down By 14%, Digital Soars By 55% In H1 2024

According to the latest TAM AdEx report, television experienced a 14 per cent decline in ad volumes in the first half of 2024 (January - June), compared to the same period last year. Meanwhile, the auto sector saw a 25 per cent growth in print ad space, a 14 per cent rise in radio ad volumes and a 55 per cent increase in digital ad impressions during the same period.

The report noted that despite a 14 per cent decline in TV ad volumes in H1 2024 compared to H1 2023, the auto sector achieved a 29 per cent growth in the medium compared to H1 2022. TVS Motor Company led TV advertising for the sector, commanding a 15 per cent share of ad volumes, followed by Honda Motorcycle & Scooter India at 13 per cent, Tata Motors at 10 per cent, Hyundai Motor India at 8 per cent and Maruti Suzuki India also at 8 per cent. Other advertisers included Kia Motors Corporation, MG Motor India and Godrej Consumer Products, each with a 4 per cent share as well as JK Tyre & Industries and Skoda Auto, each with 3 per cent.

Collectively, the top 10 advertisers contributed 73 per cent of the total ad volume on TV in H1 2024. The two-wheeler category emerged as the top segment, capturing a 39 per cent share of TV ad volumes. News channels dominated auto sector ad placements, accounting for 65 per cent of the ad volume, with news bulletins being the preferred genre for brand promotion on TV.

Print advertising for the auto sector grew by 25 per cent in the first half of 2024 compared to H1 2023 and saw a 50 per cent increase compared to H1 2022. Maruti Suzuki India led print advertising with a 17 per cent share of ad space, followed by Honda Motorcycle & Scooter India at 13 per cent, Hero Motocorp at 12 per cent and Renault India, TVS Motor Company, Toyota Kirloskar Motor and Tata Motors each with 5 per cent. Kia Motors Corporation, Mahindra & Mahindra and Hyundai Motor India each held a 3 per cent share. Cars, two-wheelers and rental cars remained the top three categories, together contributing 92 per cent of ad space for H1 2024. Hindi publications were the preferred medium, with 41 per cent of total ad space and the top five publication languages combined accounted for 82 per cent of ad space. General-interest publications dominated, making up 98 per cent of the ad space, with the North zone as the leading territory at 32 per cent and New Delhi and Mumbai standing as the top cities for auto sector advertising in print.

The radio medium saw a 78 per cent growth in ad volumes for the auto sector in H1 2024 over H1 2022 and a 14 per cent increase over H1 2023. Maruti Suzuki India led radio ad volumes with an 18 per cent share, followed by Tata Motors with 10 per cent, Renault India and Hyundai Motor India each with 7 per cent, Mahindra & Mahindra and MG Motor India each with 6 per cent, Nissan Motor Co and Honda Cars India each with 5 per cent, Kia Motors Corporation with 4 per cent and Indian Oil Corporation with 3 per cent. The top five states accounted for 64 per cent of ad volumes, with Gujarat taking the lead at 17 per cent of ad volumes in H1 2024 compared to the previous year.

Digital advertising saw the most substantial growth, with a 55 per cent increase in ad impressions for H1 2024 compared to H1 2023 and a 2.68-fold rise over H1 2022. Maruti Suzuki India led digital advertising with a 27 per cent share of ad impressions, followed by Hyundai Motor India with 14 per cent, TVS Motor Company with 6 per cent, Kia Motors Corporation with 5 per cent and Tata Motors with 4 per cent. Gobumpr, Hero Motocorp and Ola Electric Mobility each held a 3 per cent share while Honda Motorcycle & Scooter India and Twenty Two Motors each had a 2 per cent share. Programmatic transactions constituted 89 per cent of ad impressions for digital advertising in the auto sector during H1 2024.