TAM AdEx-Cross Media Report — Auto Sector highlights TV, Print, Radio and Digital Advertising data for April-September 2020. It lists the top Categories, Advertisers, Channel Genres and Program Genres for the said period. 

1. TAM AdEx Overview of
Advertising by the sector:
Auto
Media:
TV, Print, Radio & Digital
Media: TV, Print, Radio and Digital
Period: April-September’20

2. 1
3
2
4
Ad Volume Growth^ New Brands
TV: Channel Genre & Time-band Print
Ad Volumes for ‘Auto’ Sector saw a huge growth in Jul-
Sep’20 for TV, Radio, Print and Digital.
Ad Volume growth on TV, Radio, Print & Digital medium
was 4 times,7 times, 4 times & 5 times in Jul-Sep’20
respectively.
No. of New Brands** in TV, Print and Radio:
TV: 95+ Brands
Print: 2600+ Brands
Radio: 165+ Brands
Top 3 channel genres together added 85% share
of Auto ad volumes during Apr-Sep’20 on TV.
Prime Time, Afternoon, & Morning time bands
together added 73% share of ad volumes.
57% of sector ads were on Hindi and English
Publications during Apr-Sep’20.
North Zone topped with nearly 33% ad volume
share each in Print during Apr-Sep’20
Highlights I
^Ad Volume Growth Comparison Period: Jul-Sep’20 over Apr-Jun’20
**New Brands period: Jul-Sep’20 compared to Apr-Jun’20

3. 5 6Advertiser Digital
KIA Motors, Maruti Suzuki, Tata Motors,
Hyundai Motor India and Hero Moto
Corporation were the common across all
mediums.
Ad Network transaction method captured 36%
share of Auto ad insertions on Digital.
Highlights II
7 Category
Cars category accounted more than 70% of the
ad volume share of Auto Sector on TV and Radio
mediums, where as it added 58% & 65% of the
ad volume share in Print & Digital mediums.
8Radio
More than 55% of sector’s ad volumes was
contributed by Top 4 states.
Advertising for Sector on Radio preferred during
Evening and Morning time-band

4. Ranking of Auto sector on TV, Print, Radio and Digital
917 9
Apr’20 May’20 Jun’20
TV 15
Jul’20
55 6Radio 11
26 1Print 18
513 11Digital 15
Insight:
 Ranking of Auto Sector has
improved in Sep’20 compared to
previous 4 months i.e. Apr-Sep’20.
Sep’20
8
2
1
5
9
Aug’20
2
1
7

5. 100
404
Apr - Jun'20 Jul - Sep'20
Advertising volumes for 'Auto' soared in Jul-Sep’20 compared to Apr-Jun’20
Index : Ap-Jun’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr-Sep’20
Insight:
 Advertising for Auto sector on Television
grew 4 folds in Jul-Sep’20.
Ad Volumes for Auto sector on TV
Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20
IndexedGrowth

6. 100
666
Apr - Jun'20 Jul - Sep'20
Ad Volumes on Radio for ‘Auto’ sector observed a big rise in
Jul-Sep’20
Index : Ap-Jun’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Apr-Sep’20
Insight:
Ad Volumes for Auto sector on Radio
IndexedGrowth
 Overall ad volumes on Radio medium for
the Auto sector rose by 7 times in Jul-
Sep’20.
Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20

7. 100
451
Apr - Jun'20 Jul - Sep'20
Ad Volumes in Print for ‘Auto’ sector saw a huge rise during Jun’20
Index : Ap-Jun’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20
Insight:
 Advertising in Print increased by more
than 4 times in Jul-Sep’20.
Ad Volumes for Auto sector in Print
IndexedGrowth
Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20

8. 100
540
Apr - Jun'20 Jul - Sep'20
Ad Insertions for Auto sector on Digital grew more than 4 folds in Jul-Sep’20
Index : Ap-Jun’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Inserations for Digital Period: Apr-Sep’20
Insight:
 Advertising on Digital medium grew
by 5 times in Jul-Sep’20.
Ad Insertions for Auto sector on Digital
IndexedGrowth
Comparison Period: Growth is for Jul-Sep ’20 over Apr-Jun’20

9. TV % Share Print % Share
Cars 71 Cars 58
Two Wheelers 22 Two Wheelers 25
Tractors 2 Commercial Vehicles 2
Tyres 2 Tractors 1
Automotive Batteries 1 Tyres 0.4
Corporate 1 Corporate 0.2
Auto Spares 0.3 Automotive Fuel 0.1
Commercial Vehicles 0.3 Other Auto Product & Service 0.1
Other Auto Product & Service 0.04 Automobiles Range 0.1
Auto Accessories 0.0001 Automotive Batteries 0.1
Top 10 Categories of Auto for TV and Print
Radio and Digital follows
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Apr-Sep’20
8 among Top 10 Categories were common between TV and Print accounting for almost 100% share of ad volumes
for TV and more than 85% in Print.

10. Radio % Share Digital % Share
Cars 73 Cars 65
Two Wheelers 7 Two Wheelers 17
Tyres 4 Corporate 6
Commercial Vehicles 2 Other Auto Product & Service 4
Tractors 1 Tyres 2
Automotive Fuel 1 Automotive Batteries 0.4
Other Auto Product & Service 1 Commercial Vehicles 0.3
Corporate 0.4 Auto Spares 0.2
Automotive Batteries 0.2 Tractors 0.1
Automobiles Range 0.02 Automobiles Range 0.03
Top 10 Categories of Auto for Radio and Digital
Insight (across all 4 media):
 Two Wheelers category stands at 2nd
position on traditional mediums.
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Apr–Sep’20
 Cars category accounted more than 70% of
the ad volume share on TV and Radio
mediums, where as it added 58% and 65% of
the ad volume share on Print & Digital
mediums.
 Total 8 categories were common across all
mediums.

11. TV % Share Print % Share
KIA Motors Corporation 16 Maruti Suzuki India 20
TVS Motor Company 11 Hero Moto Corporation 10
Maruti Suzuki India 10 KIA Motors Corporation 9
TATA Motors 8 TVS Motor Company 7
Hyundai Motor India 8 Hyundai Motor India 6
MG Motor India 6 Renault India 5
Hero Moto Corporation 5 TATA Motors 5
Skoda Auto 4 Bajaj Auto 5
Renault India 4 MG Motor India 3
Mahindra & Mahindra 3 Skoda Auto 3
Top 10 Advertisers of Auto for TV and Print
Radio and Digital follows
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Apr-Sep’20
KIA Motors Corporation topped on TV and Maruti Suzuki in Print during Apr-Sep’20 and Hero Moto Corporation stands at
2nd position on Print

12. Radio % Share Digital % Share
Maruti Suzuki India 33 KIA Motors Corporation 27
KIA Motors Corporation 11 MG Motor India 14
Hyundai Motor India 11 Maruti Suzuki India 7
Honda Cars India 5 Honda Motorcycle& Scooter India 4
TATA Motors 5 TATA Motors 4
Apollo Tyres 4 Hyundai Motor India 4
Mahindra & Mahindra 4 TVS Motor Company 3
Skoda Auto 3 Mahindra & Mahindra 2
Hero Moto Corporation 2 Hero Moto Corporation 2
Rajpal Toyota 2 Big Boy Toyz 2
Top 10 Advertisers of Auto for Radio and Digital
Insight (across all 4 media):
 Maruti Suzuki, KIA Motors, Hyundai Motor
India, TATA Motor and Hero Moto
Corporation were the common advertisers
across all mediums.
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Apr–Sep’20
 Top 10 advertisers added more than 70%
share of ad volumes on traditional mediums.
 While on Radio, Top 10 advertisers had 81%
share of ad insertion.

13. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio
TV Radio Print
KIA Sonet KIA Sonet KIA Sonet
TVS Two Wheelers Range Maruti Suzuki S-Cross Bajaj Pulsar 125 Split Seat
MG Hector Plus Apollo Tyres Honda City
Renault Triber Maruti Suzuki Super Carry MG Hector Plus
Honda City Honda WR V Hyundai Venue Sport Trim
Top 5 New Brands^ from Auto sector in each traditional mediums: Jul-Sep’20
99 New Brands on TV 169 New Brands on Radio 2609 New Brands in Print
 KIA Sonet were the common new
brands among Top 5 of TV, Radio and
Print mediums.
Insight:
^New Brands period: Jul-Sep’20 compared to Apr-Jun’20

14. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr-Sep’20
Rank Channel Genres % Share
1 News 56
2 Movies 19
3 GEC 10
4 Music 4
5 Infotainment 4
Others (7) 7
Insight:
Top Channel Genres preferred by advertisers of Auto sector on TV
 Top 3 channel genres together added more
than 85% share of Auto sector’s ad volumes
during Apr-Sep’20 on TV.
56% of the Auto Sector’s ad volumes were on News channels

15. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr-Sep’20
Rank Program Genres % Share
1 News Bulletin 38%
2 Feature Films 21%
3 Reviews/Reports 5%
4 Interviews/Portraits/Discussion 5%
5 Channel Presentation/Promotion 4%
6 Film Songs 3%
7 Drama/Soap 3%
8 Nature/Wild Life/Environment 2%
9 Music Shows/Songs 2%
10 Business Program 2%
Auto sector’s advertising was mostly during News Bulletin and Feature Films
programs i.e. 59% of the ad volume
Insight:
Top 10 Program Genres preferred by advertisers of Auto sector on TV
 Top 10 program genres together added more
than 85% share of ad volumes on TV.

16. 11%
15%
17%
8%
42%
7%
For Auto advertising, Prime Time was the most preferred time-band on TV followed by Afternoon
Source: AdEx India (A Division of TAM Media Research) Period: Apr-Sep’20 Note: Figures are based on Secondages for TV
Insight:  Prime Time, Afternoon & Morning time bands together
added 73% share of ad volumes for ‘Auto’ advertising.
Time band analysis for Auto advertising on TV
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

17. Preference of ad size by advertisers of Auto sector on TV
23%
73%
4%
[VALUE]%
< 20 Sec 20-40 Sec 40-60 Sec > 60 Sec
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr-Sep’20
Advertisers from Auto sector preferred 20-40 secs ads size on TV
Insight:
 <20 seconds ads covered 23% share of ad
volume during Apr-Sep’20.

18. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20
Newspaper: Publication Language and Genre for Auto sector in Print
Insight:
 57% of sector ads were on Hindi and English Publications
during Apr-Sep’20.
Publication Language % Share
Hindi 41
English 16
Telugu 9
Marathi 8
Tamil 6
Top 5 Publication Languages added 80% share of ad space in Apr-Sep’20
 General Interest publication genre had 98% share of ad
volume and Business/Finance/Economy had 2% share in Print.

19. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20
North Zone topped with nearly 33% share of ad space in Print during Apr-Sep’20
Zone % Share
North Zone 33
South Zone 32
West Zone 21
East Zone 13
National 0.1
Top 2 Cities – East Zone
Kolkata
Patna
Top 2 Cities - South Zone
Bangalore
Hyderabad
Top 2 Cities - North Zone
New Delhi
Lucknow
Zone wise Advertising share of Auto sector in Print
Insight:  New Delhi and Mumbai the Top 2 cities in overall
India during Apr-Sep’20.
Top 2 Cities - West Zone
Mumbai
Nagpur

20. 54%
45%
1%
Brand Promotion Sales Promotion Others
74%
21%
4%
1%
Multiple Promotion Discount Promotion
Finance Schemes Others
Sales Promo
Sales Promotion for ‘Auto’ sector added 45% share of ad space
Insight:
 Among Sales Promotions, Multiple Promotion occupied
74% share of the pie followed by Discount Promotion
with 21% share during Apr-Sep’20.
Advertising Promotions of Auto sector in Print
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20

21. Rank Top Sales Promotion’s Advertisers % Share
1 Maruti Suzuki India 19
2 TVS Motor Company 10
3 Renault India 10
4 Hero Moto Corporation 7
5 TATAA Motors 7
6 Hyundai Motor India 7
7 Skoda Auto 6
8 Suzuki Motorcycle India 4
9 MG Motor India 3
10 Bajaj Auto 3
Maruti Suzuki topped with 19% share of promotional ad volumes in ‘Auto’ sector
Insight:
Top advertisers using Sales Promotion for Auto sector in Print
 Top 5 advertisers together added more than
50% share of Sales Promotion ad volumes
during Apr-Sep’20 in Print.
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20

22. 18%
17%
12%
10%
9%
8%
7%
6%
5%
5%
4%
Gujarat Maharashtra Andhra Pradesh Madhya Pradesh
Tamil Nadu Uttar Pradesh Karnataka Rajasthan
Delhi West Bengal Kerala
Sector advertising maximum in Gujarat on Radio during Apr-Sep’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Apr-Sep’20
Insight:
 More than 55% of sector’s ad volumes
was contributed by Top 4 states viz.
Gujarat, Maharashtra, Andhra Pradesh
& Madhya Pradesh during Apr-Sep’20.
State-wise share of Auto sector’s advertising on Radio

23. 37%
19%
43%
1%
Advertising for Sector on Radio preferred during Evening and Morning time-band
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Apr-Sep’20
Insight:
 Evening and Morning time bands together
added 80% share of ad volumes.
Time band analysis for Auto sector’s advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Evening
17:00 to 21:59

24. 36%
30%
16%
11%
5%
1%
Ad Network Programmatic Programmatic/Ad Network Direct Programmatic Direct Unknown
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertion in Digital Period: Apr-Sep’20
Ad Network was the top transaction method for Digital advertising
Insight:
 Ad Network transaction method captured
36% share of ad insertions for the ‘Auto’
sector on Digital.
Transaction Methods of Digital advertising in Auto sector

25. For any queries write to:Website Link: www.tamindia.com Vinita Shah vinita.shah@tamindia.com