Continuing with our special focus on the Automotive Sector, this time we bring to you an analysis on another major force in this sector-Two Wheelers. The following graph shows the top advertisers on Print in this category in 2003

Bajaj Auto was the top advertiser in the Two Wheelers category commanding a 30% share of the advertising spends. The dominance of the top three advertisers here is greater than that of the Top three in the Cars/Jeeps category. Bajaj Auto, Hero Honda Motors and TVS Motor Company alone account for 70% of the advertising spends on Print in this category. There is also a difference of 9% between Bajaj Auto and second ranker Hero Honda, which has a 21% share. The competition between the second and third place is closer with TVS at 19%, which is just 2% less than that of Hero Honda. LML Ltd, Yamaha Motor India Ltd, Honda Motorcycle & Scooter, Kinetic Motors, Kinetic Engineering, Royal Enfield and Hero Motors are the other advertisers.

Let's compare this with 2002. Were the top advertisers same then? The following graph has the answers.

The top three in 2002 were the same as in 2003. But, their dominance was a bit more than in 2003. The total share of these three advertisers was 73% in 2002.
Interestingly, Bajaj Auto's share has dropped in 2003. It stood at nearly 42% in 2002, whereas in 2003 it dropped to 30%. The share of both Hero Honda and TVS Motor Company has increased in 2003 as compared to 2002.

So, which were the Top Brands in 2003?

The top brands chart is once again dominated by, Bajaj, Hero Honda and TVS. Kawasaki Bajaj Caliber 115 and LML Freedom were the top brands on Print advertising in 2003 each contributing 9% to the total spends in this category.
There are 3 brands each from Bajaj and Hero Honda featuring in this list. Another interesting point to note is that 9 out of the top 10 are Motorcycles. Bajaj Spirit is the only scooterette in the list. Bajaj Pulsar is at the sixth position.
Hero Honda Motorcycles (advertising for all Hero Honda bikes and not any specific brand) grabs the third place. Hero Honda Splendor and Hero Honda CD-Dawn are at the 9th and 10th spots respectively. The two TVS bikes-TVS Victor and its variant TVS Victor GL are at the 4th and 5th places respectively. Yamaha Libero is at the 8th position.

All the above analyses have been done from the 650+Publications that AdEx India monitors. We shall be coming up with similar analyses on this sector in the coming days.

Keep watching this space for more...!

(Analysis from AdEx India- A Division of TAM Media Research)