TAM Report: Overview of two-wheeler advertising in India during Jan-Nov 2018

In 2018, the two-wheeler segment used the television medium to reach consumers and the most advertised two-wheeler brand was Honda Motorcycle & Scooter India

TAM

The auto industry which is the second largest ad spender by category continued to contribute significantly to the ad industry in 2018. In 2018, the two-wheeler segment used the television medium to reach consumers and the most advertised two-wheeler brand was Honda Motorcycle & Scooter India.  

Advertising for two wheelers on television and print grew by 44 per cent and 34 per cent respectively as compared to Jan- Nov’17, as per a recent report by TAM. 

Even as the industry is slowly shifting its focus to digital, TV remains the favourite medium of advertising. TV claimed 82 per cent share of ads from the two-wheeler category followed by radio with 13 per cent share. The volume of advertising on radio dropped by 20 per cent during the period of the study. TV and print witnessed highest category ad insertions during Oct '18. 

Honda Motorcycle and Scooter India was the top advertiser on TV and Print. Further, the report says that Honda Activa 5G was among Top 5 new brands that was advertised in all mediums. 

With 30 per cent share of advertisements on TV and 35 per cent in print, Honda Motorcycle & Scooter India was the top advertiser on TV and print. 

With 26 per cent share of two wheelers ad volumes, films was the most preferred category for advertising in the two-wheeler segment. News bulletin was the second most-favoured category with 20 per cent share of ad volume.

In the case of digital advertising, most two-wheeler advertising took place through ad networks at 49 per cent share and programmatic advertising came second at 28 per cent. 

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