Analysis of Automobile advertising in Print during Jan-Sept
2006: AdEx study
Wednesday, November 01st, 2006
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Key Findings:
• 24% growth in Automobile Print advertising in Jan–Sept
’06 over Jan-Sept ’05
• Nearly equal share
of advertising by Two-wheelers and Cars/Jeeps in Print
• Cars/Jeeps had the maximum 32% growth in advertising
in Jan-Sept ‘06 over Jan-Sept ‘05
• Advertising
skewed towards General Interest newspapers; in Magazines, apart
from General Interest, a high share in Automobile genre
• ‘Bajaj Auto’ topped Automobile advertising
in Newspapers while in Magazines ‘Maruti Udyog’
had the highest share
• A huge 42% share of Sales
Promotions by Automobile manufacturers in Newspapers
This week AdEx India looks at the advertising trend of ‘Automobiles’
in Print during the period of Jan-Sep 2006. (Note: The entire
analysis is based on Volumes in col. cm)
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Growth
in Automobile advertising in Print during Jan-Sept ‘06
over Jan-Sept ‘05
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• 24% rise observed in
Automobile print advertising during Jan-Sept ‘06 over
Jan-Sept ‘05
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| Share
of sub categories of Automobiles in Print in Jan-Sept ‘06
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• Automobile print advertising
driven by Two-wheelers and Cars/Jeeps in Jan-Sept ‘06
with 45% and 44% share respectively
• Commercial Vehicles had a share of 11%
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Growth in Automobile sub-categories in Jan-Sept ‘06
compared to Jan-Sept ‘05
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• Cars/Jeeps saw a 32%
growth in print advertising in Jan-Sept ‘06 over Jan-Sept
‘05
• Two-wheelers and Commercial Vehicles had a rise of 18%
and 17% in Jan-Sept ‘06 respectively
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| Marketwise
share of sub-categories of Automobiles during Jan–Sept
‘06
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• Cars/Jeeps
and Two-wheelers focused their advertising in Maharashtra publications
• Tamil Nadu publications had the maximum share of advertising
by Commercial Vehicles
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Top
Automobile advertisers in Newspapers and Magazines in Jan–Sept
‘06
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‘Bajaj Auto’ topped Automobile advertising in
Newspapers closely followed by ‘Maruti Udyog’
in Jan-Sept ‘06
• Magazines saw maximum share of advertising by
‘Maruti Udyog’
• Interestingly, ‘Bajaj Auto’ could
not get a position in the Top 5 list in Magazines
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Share
of Sales Promotions used by Automobile makers in Print in Jan-Sept
‘06
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Compared to Magazines, Newspapers had a higher 42% share of
Sales Promotions by Automobiles manufacturers
• Among Sales Promotions, maximum usage of Multiple
Promotional and Price Promotional ads in Newspapers
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New Automobile
brands launched in Print in the month of September 2006
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• Hyundai Verna was on top among the new brands launched
in Print in September ‘06
• Audi Q7 in 2nd position in the new brands list
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Sub-categories
of Automobiles using Print Innovative ad layouts in Jan-Sept
‘06
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•
Cars/Jeeps had the highest 82% share of number of ads with
Innovative layouts in print advertising
• Maximum usage of Figured Outline layout by Automobile
manufacturers followed by Triangular layout
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Watch out for
forthcoming analyses. |
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| (Analysis
from AdEx India-A Division of TAM Media Research)
For
more such analysis click here...
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