exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column aims to aid advertisers and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at Automobile as a category.
Automobile as a super category has seen a change in ad duration of its product groups, in 2011 two wheelers ad duration contributed to 25% of total auto, while four wheelers was 50%, but over the years two wheelers ad duration contribution has increased to 45% and that of four wheelers has dropped to 39% in 2015.
Hero MotoCorp Ltd. and Honda Motorcycle & Scooters Ltd. were the two main advertisers in Two Wheeler segment. Ad duration of Hero in 2012 was two times than that of Honda, but in year 2014 Honda came with a new campaign-- Honda Dream Range, which was run for 567 hrs showcasing multiple two wheeler brands in a single advertisement with a celebrity face. It continued and increased to 925 hrs in 2015, and overtook Hero in terms of ad duration on television. However, Hero still continues with individual brands, with a celebrity face, promoting its two wheelers with different variations, which is also done by Honda.
Number of brands promoted by Honda & Hero from 2012 to 2015
Honda promoted six brands in 2012 & 2013; in 2014 it increased to eight and in 2015 had 12 brands advertised. Hero had nine brands aired in 2012 & 2013, this number increased to 12 in 2014 and 2015 saw 14 brands being promoted.
Honda introduced six new brands in 2015 out of which three featured in the ‘Top 5 List of ad duration--- Honda Activa 3G, Livo & CB Unicorn 160. Hero introduced four brands in 2015, out of which only Splendor PRO Classic featured in the ‘Top 5 List’.
Both the advertisers have used different themes in their respective ad campaigns to showcase their products. Honda has a single celebrity face with range of products which has continued for two years 2014 & 2015. In 2015 this celebrity was given 48% of ad duration share. Hero has different celebrity faces for its brands and in 2015 multiple celebrities were given 37% of ad duration share.
Hero has used 199 channels in 2015, with 1821 hrs of ad duration. They prefer Music & Hindi News Genre for advertisements, with 11% & 10% share respectively.
While Honda used 214 channels for advertisements with 1940 hrs of ad duration, preferring Hindi Regional News & Hindi News, with 21% & 11% duration share respectively.
Honda concentrated primarily on the Hindi speaking market with 44% ad duration share; it also preferred regional languages with the Southern market witnessing 19% of the total ad duration share.
Hero on the other hand gave nearly equal importance to both Hindi & Southern markets with 27% & 26% ad duration share respectively for 2015 and considered English language channels too.
In 2015, the two wheeler category had two main advertisers in Print medium--- Hero MotoCorp Ltd. & Honda Motorcycle & Scooter Ltd. Both advertisers are increasing their ad volumes every year and Honda has seen a consistent growth over the years. 2013 saw Hero increase its ad volumes, which was nearly 1.5 times that of Honda, but in 2014 Hero dropped its ad volumes and then onwards both have maintained nearly same ad volumes.
Both the advertisers introduced number of new brands every year which are as follows:
Hero introduced six new brands in 2013, while 2014 it saw an addition of five, and in 2015 eight new brands were added to their portfolio. Honda had eight new brands in 2013, 2014 saw addition of four new brands and in 2015 seventeen new brands were added to the list.
Hero MotoCorp promoted Hero two wheelers with ad volume share of 28% in 2014 i.e. 2306 Sq. Cm (000's), which was reduced to 17% in 2015 to 1950 Sq. Cm (000's). However, it increased print ad volumes for Hero Splendor I-Smart from 649 Sq. Cm (000's) in 2014 to 2074 Sq. Cm (000s) in 2015, an increase of 220%.
Honda Dream Range, which increased its ad duration on television in 2015, witnessed an opposite trend in print; 2014 ad volume was 3762 Sq Cm (000's) but 2015 witnessed only 2259 Sq. Cm (000's), which is a drop of 40%. Honda increased ad volumes for Honda CB Shine from 868 Sq. Cm (000’s), to 2201 Sq. Cm (000's) an increase of 154%.
Among various publications, Dainik Bhaskar was preferred by Hero MotoCorp; while Honda’s top choice was Dainik Jagran. Ad volumes of Honda reduced to half in Dainik Bhaskar, while it doubled in Sakshi. Looking at ad volume share across Publications, language wise; Honda which was more focused on Hindi language (43%) has now given equal weightage to English language ads as well, (Hindi 36% and English 32%). Hero on the other hand has increased its ad volumes in Hindi newspapers.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx
Period: Jan' 2011 to Dec'2015