TAM AdEx’s Cross Media Report on Cars Category gives an overview of Ad Volumes on TV, Print, Radio and Digital for April-September 2020. It lists top advertisers for the time period, Top TV Channel Genres and Program Genres that are preferred by Cars Category and more. 

1. TAM AdEx Overview of
Advertising by the
Category:
Cars
Media:
TV, Print, Radio & Digital
TV, Radio, Print & Digital: Apr’20–Sep’20

2. Ad Volume Growth^
 Kia Motors, Tata Motors, Hyundai Motor, MG Motor,
Maruti Suzuki and Mahindra & Mahindra were
common advertisers across all mediums.
Channel Genre & Time-band
 Top 3 channel genres together added 85% share of
Cars ad volumes during Apr-Sep’20 on TV.
 Prime Time, Afternoon, & Morning time bands
together added 74% share of ad volumes.
Advertisers
 No. of New Brands in TV, Print and Radio:
TV: 30+ Brands
Print: 70+ Brands
Radio: 40+ Brands
New Brands
 On Radio, More then 45% of ad volumes were
contributed by Top 3 states viz. Maharashtra,
Gujarat & Andhra Pradesh during Apr-Sep’20.
 North Zone topped with 34% share of Cars
advertising in Print.
Miscellaneous
Digital Advertising
Highlights
^Ad Volume Growth Comparison Period: May-Sep’20 over Apr’20
Period : Apr-Sep’20 (TV, Print, Radio & Digital)
 Advertising on TV, Radio and Print medium grew by
159 times, 233 times & 16 times in Sep’20
respectively.
 Ad Insertion on Digital medium grew by 9.8 times in
Sep’20.
 Programmatic transaction method captured 34%
share of Cars ad insertions on Digital.

3. 100
1,566
7,192
11,777
16,145
15,936
Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20
Advertising volumes for 'Cars’ soared in May-Aug’20 compared to Apr’20
Index : Apr’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 on TV medium grew by 72
times in Jun’20, 118 times in Jul’20,
161 times in Aug’20 and 159 times in
Sep’20 compared to Apr’20 for the ‘Cars’
category.
Ad Volumes for Cars category on TV
Comparison Period: Growth is for May’20-Sep ’20 over Apr’20
IndexedGrowth

4. 100
1,622
6,378
10,098
17,828
23,302
Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20
Ad Volumes on Radio for ‘Cars’ category observed a sharp rise in May-Sep’20
Index : Apr’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Apr-Sep’20
Insight:
 Overall ad volumes on Radio medium for
the category rose by 64 times in Jun’20,
101 times in Jul’20, 178 times in Aug’20
and 233 times in Sep’20 compare to
Apr’20.
 In May’20, ad volumes grew by 16 times
compared to Apr’20.
Ad Volumes for Cars category on Radio
Comparison Period: Growth is for May’20-Sep ’20 over Apr’20
IndexedGrowth

5. 100
319
965
1047
1412
1633
Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20
Ad Volumes in Print for ‘Cars’ category saw a sharp rise during May-Sep ’20
Index : Apr’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print Period: Apr-Sep’20
Insight:
 Advertising in Print increased by 16
times in Sep ’20 compared to Apr’20.
Ad Volumes for Cars category in Print
Comparison is for Avg.
Ad Volumes/Publication
Comparison Period: Growth is for May’20-Sep ’20 over Apr’20
IndexedGrowth

6. 100
157
273
687
862
985
Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20
Ad Insertions on Digital increased for Cars’ category in May-Sep ’20*
Index : Apr’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on ad insertions for Digital Period: Apr-Sep’20
Insight:
 Advertising on Digital medium grew
by 57% in May’20, 2.7 times in
Jun’20 and 6.8 times in Jul ’20,
8.6 times in Aug’20 and 9.8 times
in Sep’20 compared to Apr’20
Ad Insertions for Cars category on Digital
Comparison Period: Growth is for May’20-Sep ’20 over Apr’20
IndexedGrowth

7. TV % Share PRINT % Share
KIA Motors Corporation 23 Maruti Suzuki India 33
Maruti Suzuki India 14 KIA Motors Corporation 15
Tata Motors 11 Hyundai Motor India 11
Hyundai Motor India 11 Renault India 9
MG Motor India 8 Tata Motors 9
Skoda Auto 6 MG Motor India 6
Renault India 5 Skoda Auto 6
Mahindra & Mahindra 4 Honda Cars India 5
Honda Cars India 4 Mahindra & Mahindra 3
Ford India 3 Volkswagen Group Sales India 1
Top 10 Advertisers of Cars 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
Top 10 list of TV and Print had 9 Advertisers in common

8. RADIO % Share DIGITAL % Share
Maruti Suzuki India 43 KIA Motors Corporation 42
KIA Motors Corporation 15 MG Motor India 21
Hyundai Motor India 14 Maruti Suzuki India 10
Honda Cars India 7 Tata Motors 4
Tata Motors 7 Mahindra & Mahindra 4
Skoda Auto 4 Hyundai Motor India 3
Mahindra & Mahindra 3 FCA India Automobiles 3
MG Motor India 2 Renault India 2
FCA India Automobiles 1 Mercedes Benz India 2
Volkswagen Group Sales India 1 Volkswagen Group Sales India 2
Top 10 Advertisers of Cars for Radio and Digital
 Kia Motors, Tata Motors, Hyundai Motor ,
MG Motor, Maruti Suzuki and Mahindra &
Mahindra were common advertisers
across all mediums.
Insight (across all 4 media):
 Top 10 advertisers added more than
90% share of ad volumes in Print, Radio
and Digital mediums.
 While in Print & Radio Top 10
advertisers had 98% share of ad space.
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

9. 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
MG Hector Plus Maruti Suzuki S-Cross Honda City
Renault Triber Honda Wr V MG Hector Plus
Honda City Mahindra Xuv 300 Hyundai Venue Sport Trim
Hyundai Venue Tata Tigor MG Gloster
Top 5 New Brands* from Cars category in each traditional mediums
30+ New Brands on TV 40+ New Brands on Radio 70+ New Brands in Print
 Kia Sonet was the common new brand
among all the 3 traditional medium.
Insight:
*New Brands period: Jul-Sep’20 compared to Apr-Jun’20

10. 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 59%
2 Movies 19%
3 GEC 7%
4 DTH Home 6%
5 Infotainment 6%
6 Others(5) 4%
News genre was the most preferred genre for advertising of Cars
Insight:
Top Channel Genres preferred by advertisers of Cars category on TV
 Top 3 channel genres together added 85%
share of Cars ad volumes during Apr-Sep’20
on TV.

11. 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 40
2 Feature Films 20
3 Reviews/Reports 6
4 Channel Presentation/Promotion 6
5 Interviews/Portraits/Discussion 6
6 Nature/Wild Life/Environment 3
7 Business Program 3
8 Drama/Soap 2
9 Music Shows/Songs 2
10 Cricket 2
Most preferred Program Genre for advertising of cars was News Bulletin which
added 40% share
Insight:
Top 10 Program Genres preferred by advertisers of Cars category on TV
 Top 2 program genres together added 60%
share of ad volumes on TV.

12. 11%
14%
16%
8%
44%
7%
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 74% share of ad volumes for ‘Cars’ advertising.
Time band analysis for Cars 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

13. Preference of ad size by advertisers of Cars on TV
19%
78%
3%
< 20 Sec 20-40 Sec 40-60 Sec
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr-Sep’20
Advertisers of Cars on TV preferred 20-40 secs ads size
Insight:
 <20 seconds ads covered 19% share of ad
volume during Apr-Sep’20.

14. 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 Cars category in Print
Insight:
 61% of Category ads were on Hindi and English
Publications during Apr-Sep’20.
Publication Language % Share
Hindi 38%
English 23%
Telugu 8%
Marathi 8%
Malayalam 5%
Top 5 Publication Languages added 82% share of ad space in Apr-Sep’20
 General Interest publication genre had 97%
share of ad volume, followed by
Business/Finance/Economy with 3% in Print.

15. 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 34% share of ad space in Print during Apr-Sep’20
Zone % Share
North Zone 34
South Zone 32
West Zone 22
East Zone 12
National 0.1
Top 2 Cities – East Zone
Kolkata
Patna
Top 2 Cities - South Zone
Bangalore
Chennai
Top 2 Cities - North Zone
New Delhi
Chandigarh
Zone wise Advertising share of Cars category in Print
Insight:  New Delhi and Mumbai the Top 2 cities in overall
India during Apr-Sep’20.
Top 2 Cities - West Zone
Mumbai
Pune

16. 57%
42%
0.5%
Brand Promotion Sales Promotion Others
84%
15%
1%
0.6%
Multiple Promotion Discount Promotion
Finance Schemes Others
Sales Promo
Sales Promotion for ‘Cars’ category added 42% share of ad space
Insight:
 Among Sales Promotions, Multiple Promotion occupied
84% share of the pie followed by Discount Promotion
with 15% share during Apr-Sep’20.
Advertising Promotions of Cars category in Print
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr-Sep’20

17. Rank Top Sales Promotion’s Advertisers % Share
1 Maruti Suzuki India 30%
2 Renault India 18%
3 Hyundai Motor India 12%
4 Tata Motors 12%
5 Skoda Auto 11%
6 MG Motor India 6%
7 KIA Motors Corporation 4%
8 Mahindra & Mahindra 2%
9 Honda Cars India 2%
10 Toyota Kirloskar Motor 1%
Maruti Suzuki topped with 30% share of promotional ad volumes in ‘Cars’ Category
Insight:
Top advertisers using Sales Promotion for Cars category in Print
 Top 3 advertisers together added 60% 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

18. 16%
15%
14%
10%
11%
8%
8%
6%
5%
5% 3%
Maharashtra Gujarat Andhra Pradesh Uttar Pradesh
Tamil Nadu Madhya Pradesh Karnataka West Bengal
Rajasthan Delhi Kerala
Advertising on Radio maximum in Maharashtra state 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:
 45% of ad volumes were contributed
by Top 3 states viz. Maharashtra,
Gujarat & Andhra Pradesh during Apr-
Sep’20.
State-wise share of Cars advertising on Radio

19. 38%
16%
45%
1%
Advertising for Cars was preferred in Evening and Morning time-band on Radio
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Apr-Sep’20
Insight:
 On Radio, ads of ‘Cars’ promoted maximum
during Evening and Morning Time Bands.
 This 2 time bands together added 83%
share of Ad Volumes.
Time band analysis for Cars advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
17:00 to 21:59

20. 34%
29%
19%
11%
6% 1%
Programmatic Ad Network 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
Programmatic was the top transaction method for Digital advertising
Insight:
 Programmatic transaction method
captured 34% share of ad insertions for
the ‘Cars’ category on Digital.
Transaction Methods of Digital Advertising in Cars category

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