Mumbai: According to the latest TAM AdEx half-yearly report for January to June 2024, advertising trends in the Auto sector show a marked shift in media preferences. While TV ad volumes for the Auto industry saw a decline of 14 per cent compared to the same period in 2023, the digital space grew significantly, with a 55 per cent rise in ad impressions. Print media also saw a resurgence, with ad space growing by 25 per cent, demonstrating a renewed interest in this traditional medium.
Key highlights from the report:
1.Two-wheelers dominated TV ad volumes, capturing a 39 per cent share in H1 2024, surpassing the Cars category, which held a 37 per cent share.
2.Print advertising saw a notable 25 per cent increase in ad space, with Honda Shine 100 leading as the top brand, accounting for seven per cent of the ad space.
3.On radio, the Auto sector's ad volumes grew by 14 per cent over the previous year, with Cars contributing to 72 per cent of ad volumes. Maruti Suzuki India maintained its top spot with an 18 per cent share.
4.The digital medium witnessed the most substantial growth, with a 55 per cent increase in ad impressions. Maruti Suzuki India led digital advertising, holding a 26 per cent share, followed by Hyundai Motor India at 14 per cent.
Top performing brands and categories:
Honda Shine 100, Maruti Suzuki Brezza and Nissan Magnite were among the leading brands across various platforms.
The cars category dominated both Radio and Digital platforms, contributing to over 45 per cent of total ad volumes.
Sales promotions constituted 54 per cent of ad space in print, with discount promotions being the most preferred method.
Regional trends and insights:
The north zone led print advertising, contributing 32 per cent of the total ad space, with Delhi and Mumbai as the top cities.
For Radio, Gujarat emerged as the leading state, capturing 17 per cent of ad volumes.
Hindi publications dominated print ads, accounting for 41 per cent of ad space, indicating a strong regional focus.
The Auto sector's shift towards digital platforms highlights an evolving advertising landscape, where brands are increasingly investing in online engagement. The significant growth in digital impressions suggests a strategic pivot to reach tech-savvy consumers, especially in the Cars and Two-Wheelers segments.
The rise in print advertising also suggests that despite the digital boom, traditional media holds substantial value, particularly for localized and regional advertising. With news channels leading TV ad volumes and programmatic buying dominating digital transactions, advertisers are leveraging diverse media strategies to maximize reach and engagement.
