TAM AdEx Play: Automobile sector ups ad spend across media

The automobile sector has increased its advertising spend across traditional mediums including television, print and radio according to the advertising expenditure data released by AdEx India, a division of TAM Media Research. Ad volumes of cars on TV, print and radio increased significantly by 17%, 15% and 7% respectively between January-March 2019 as against January-March 2018.

The study further reveals that TV topped the charts as it captured 58% share in terms of ad insertions followed by radio at 37% and print at 5%.

Car manufacturer Maruti Suzuki is the top advertiser among all mediums between January-March 2019. The company spent the most on radio, followed, digital, print and TV. Mahindra and Mahindra too spent a good amount on TV, print and digital, as it occupied the second position. As for radio, Hyundai Motor India grabbed the second position.


When it came to promotions of the category, among sales promotions, multiple promotion captured a lion’s share with 72% followed by discount promotion with 15% share. Among new brands on radio, three brands such as Hyundai Santro, Hyundai Xcent Prime and Honda Civic, which were re-launched brands between January - March, 2019, advertised the most.

Moreover, news bulletins turned out to be the most preferred genre of programme on TV, as it captured 32% share followed by feature films with 22% share.


In the print category, North Zone topped as it contributed to 34% of ad spend. New Delhi topped not only in North Zone but also in overall India between January-March 2019. In case of radio, Maharashtra walked away with the highest spend. The state was on top with 19% share of category advertising on Radio, followed by Gujarat with 18% share.