Auto sector ad volumes witnessed 16% growth in Q4 of Y 2020: TAM AdEx Report

A TAM AdEx cross-media report on the auto sector stated that on television, Q4 witnessed 16 percent ad volume growth compared to Q3 of Y 2020, and ad volumes of the auto sector on television dropped by 23 percent in Y 2020 over Y 2019. Due to Covid-19, the lowest ad volumes were observed in Q2 which included the lockdown period. From August months onwards, ad volumes for the auto sector increased to double figures and reached a maximum during festival season (Oct’20).

Cars categories alone contributed 56 percent to the ad volume share of the auto sector followed by two-wheelers with 34 percent, on television. The top 10 advertisers for the auto sector on television were TVS Motor Company, Maruti Suzuki India, KIA Motors Corporation, Yamaha Motor India, Hyundai Motor India, Tata Motors Honda Motorcycle, and Scooter, Hero Motocorp, Suzuki Motorcycle India, and Mahindra & Mahindra. Top 10 advertisers accounted for more than 60 percent share of ad volumes in Y 2020 with TVS Motor Company topping the list.

KIA Sonet, TVS Jupiter, Yamaha Street Rally 125 FI, Yamaha Fascino 125 FI, Suzuki Access 125 BS6, Honda Activa 6G Tata Altroz, TVS Apache RTR Series, Jeep Compass, and Bajaj Pulsar were the top 10 brands from the auto sector on TV and accounted for 28 percent share of ad volumes in Y 2020. The top 2 channel genres on TV together accounted for more than 75 percent of ad volumes shared for the auto sector during Y 2020. The news channel genre topped the preference list of the auto sector during Y 2020.

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