Ad impressions for Auto up 55% YOY in H1 2024

TAM AdEx has recently launched the Half Yearly Report for Advertising in the Auto Sector. It captures the AdEx patterns for the auto sector across print, TV, radio and digital from January to June 2024, and compares it to the patterns observed in the same period in 2023. 

The report says that ad volumes on television for the auto sector witnessed a de-growth of 14% during Jan-Jun 2024 over Jan-Jun 2023. With Honda Shine leading the list, the top 10 brands added a 33% share of ad volumes. 

Two-wheelers emerged as the leading category with a 39% share of ad volumes and News was the leading Channel Genre for the auto sector in the first half of 2024 with a 65% share. In terms of programming, the News Bulletin genre was the most preferred for promoting auto brands on television.

Auto-Air Fresheners was a new entrant in the Top 10 categories on television during Jan-Jun’24 over Jan-Jun’23. Out of the top 10 brands in the Auto sector on TV, 3 belonged to Honda Motorcycle & Scooter India.

Digital

On Digital, the auto sector witnessed a massive growth of 55% in ad impressions during Jan-Jun 2024 over Jan-Jun 2023. Cars was the leading category on digital, with a 46% share of ad impressions. The Auto sector experienced a 2.68 times growth during Jan-Jun 2024 compared to the same period in 2022.

Hyundai Motor India was the leading brand on digital with a 9% share of ad impressions in the first half of 2024. Among the Top 10 brands, 4 of them belonged to the Cars category and 3 belonged to the Two Wheelers category. During the same period, the programmatic transaction method has the highest share of ad impressions at 89%.

Print

Honda Shine 100 was the leading brand in Print with a 7% share of ad space, with the medium witnessing a 25% increase in ad space in Jan-Jun 2024 over Jan-Jun 2023.

With Hindi being the most preferred publication language in the first half of 2024, 54% of the total ad space was utilized by the auto sector’s advertisers for different types of sales promotions in Print. The general interest publication genre added a 98% share of the auto sector’s ad space in Print.

Among the 4 zones, North was the leading territory for Auto advertising with a 32% share of sector in Print during the first half of 2024. New Delhi & Mumbai were the top 2 cities for the advertising share of the auto sector in India during Jan-Jun 2024. 

Radio

On Radio, the ad volumes for the auto sector increased by 14% in Jan-Jun 2024 over Jan-Jun 2023 with Cars being the leading category and Maruti Suzuki India the top advertiser. Tractors was the only new entrant in the top 10 categories for Jan-Jun 2024 over Jan-Jun 2023.

Gujarat was the leading state for the auto sector advertising on radio during the first half of 2024. The top 10 brands together added a 35% share of ad volumes with Nissan Magnite leading the list. Among the Top 10 auto brands, 3 brands belonged to Maruti Suzuki India and 2 belonged to Hyundai.