The automotive industry is one of the biggest spenders when it comes to advertising. While TV dominated 65% of the automotive sector’s ad insertions pie, advertising on radio grew 8% for the sector during the Jul-Sep’ 16 period as compared to the same period the previous year, according to data released by TAM Cross Media Adex for the auto sector, a division of TAM Media Research.
Data also revealed that TV and Radio had their maximum sector ad insertions in Jul ’16 with ads of cars and jeeps category dominated all mediums. Honda Motorcycle & Scooter India Ltd was the top advertiser on all mediums while new brands Bajaj Platina Comfortec and Toyota Platinum Etios were actively promoted on both TV and Print.
Growth in Ad Volumes for Auto Sector during Jul-Sep '16
While sector advertising on radio and print grew by 8% and 6% respectively, it slipped down by 11% on TV during Jul-Sep '16 compared to Jul-Sep '15. TV had 65% share of sector Ad insertions followed by Radio with 28% share. TV and Radio had their maximum sector Ad Insertions in Jul ’16.
Cars/Jeeps and Two Wheelers categories covered more than 70% of the sector advertising pie across all mediums.
Honda Motorcycle & Scooter India Ltd, Renault India, Hero Motocorp Ltd and Mahindra & Mahindra were in the lead among the Top 10 advertisers on all the mediums.
While new brands Bajaj Platina Comfortec and Toyota Platinum Eos were aggressively advertised on both TV and Print, Yamaha Cygnus Ray ZR appeared in the list of Top 5 new brands on both TV and Radio.
Amongst the top programme genres for automotive advertising, news bulletins commanded 25% share of the sector’s advertising pie on TV followed by feature films and film songs.
In the print medium, New Delhi topped the list of cities with 4% share of automotive advertising and Hindi was the top Language for ads with 35% share. Meanwhile, for radio, Maharashtra was in the lead with 22% share of sector ad volumes followed by Gujarat with 18% share.