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Auto companies in top gear with ad spends in Aug

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Auto companies in top gear with ad spends in Aug

Auto brands revved up their way through August holding a virtual monopoly over advertising in the print media. With eight brands from the 4-wheeler and 2-wheeler categories making it to the Top 10 list of the highest-spending advertisers, there was very little room for any other category to register a presence. At the top spot was Hero Honda's Glamour with an advertising spend of Rs 5.4 crore for August. The brand upped its print media investment having spent Rs 2.3 crore in the previous month for a No 8 slot.

The second highest spender was Tata's Safari Decor with an August budget of Rs 4.9 crore. For the print industry, auto brands are always good news, considering their preference for press over TV as a marketing medium. But when there are new brands entering the market, the news for dailies and periodicals is even better. For instance, the two top brands - Glamour and Safari Decor in August - are new launches and have been huge spenders in the high-visibility game. While Glamour is an altogether new brand from Hero Honda, Tata Motors has relaunched the old SUV model Safari in its new, souped up and vigorously-promoted Dicor avtaar.

Other high-spending brands that moved up the ladder were Bajaj's 2-wheeler Discover, up from No 6 to No 4 with an expenditure of Rs 3.6 crore. Maruti Udyog was a new entrant in August with ad spends both on developing the generic Maruti (Rs 2.8 crore) tag and on the Alto brand (Rs 2.7 crore) that the company is now promoting as an entry-level car. On the other hand, the various Hyundai auto brands have been off the Top 10 list for the last two months. Toyota's Innova stayed at No 10 spot in July and August, but the August spend was higher at Rs 2.7 crore, compared to Rs 2.2 crore for the previous month.

Spendo-O-Meter is the monthly media monitor tracking advertising spends of the big brands in TV and print. It is brought to you exclusively by TAM Media and ET. AdEx India, a TAM Media subsidiary, follows the advertising spends using card rates. However, these have been reworked to actual market estimates.

A close comparison between the ad spends by the top brands between July and August, this year, also shows that the spends by the Top 10 brands at Rs 37 crore were higher by 27% in August as compared to July. Among the non-auto brands, the Hewlett Packard (HP) range of products continued to be in the high-spending Top 10 list for the third month in a row but dropped to No 3 spot with a spend of Rs 3.8 crore from the No 1 spot in the previous month when the company invested a marginally higher sum at Rs 3.9 crore.

Similarly, management institute IIPM continued to be on the high-spending list of advertisers in print and was at No 7 slot with a spend of Rs 3 crore, against the previous month's spend of Rs 3.2 crore when it registered at No 3. As many as 32,200 brands displayed advertisements in various shapes and sizes in newspapers and periodicals in August.


Our typical marketing budget is usually 10 per cent of the topline spend

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