According to TAM ADEX’s Advertising Trend report on EVs in the Two Wheelers category, the period from January to March 2023 (until March 11, 2023) showed notable developments. Jan-Mar’23 witnessed a significant increase in TV ad volumes and ad space for EVs in the Two Wheelers category. Despite a decline in ad insertions, overall ad volumes and ad space for Two Wheelers experienced positive growth.
Advertising Trends on Television:
Ad Volumes for Two Wheeler EVs on TV
In the timeframe of January to March 2023, the advertisement volumes for electric vehicles (EVs) on TV experienced a significant surge, increasing by nearly five times compared to the same period in January to March 2022.
Overall Two Wheelers Category: Throughout January to March 2023, the overall advertisement volumes for two-wheelers on television saw an 8% increase compared to January to March 2022.
When considering only internal combustion engine (ICE) two-wheelers, the advertisement volumes declined by 11% in January to March 2023 in comparison to January to March 2022.
Top 10 Brands and Advertisers of Two-Wheelers (EV Segment) for TV
During the period of January to March 2023, the top two advertisers in the electric vehicle (EV) segment collectively accounted for 83% of the advertisement volumes. Among them, Okaya EV held the largest share of 55%.
Specifically, within the EV segment, the leading brand in terms of advertisement volumes during January to March 2023 was Okaya Faast-F4, which accounted for 39% of the total ad volumes.
Overall Two Wheelers Category: During the period of January to March 2023, TVS Motor Company emerged as the top advertiser in the overall two-wheeler segment, commanding a share of 33% of the advertisement volumes.
Among the top 10 advertisers, Okaya EV, Ather Energy, Atumobile, and Wardwizard Solution India were the companies advertising electric vehicles (EVs).
In terms of brands, Suzuki Avenis secured the top position in the overall two-wheeler segment, followed by Bajaj Pulsar N160. Among the top 10 brands, Okaya Faast-F4 and Ather 450 X were the electric vehicles (EVs) represented.
Top Channel Genres preferred by EV advertisers of Two-Wheelers on TV
In the context of electric vehicle (EV) advertising, the top channel genres were News and Movies. However, the dominant genre in terms of EV ad volumes was News, accounting for a significant share of 77% of the total ad volumes.
In the overall two-wheelers category, the top channel genres for advertising were News and Movies. News genre held the largest share of 41% of the overall category ad volumes, followed by the Movies genre with a share of 21% of the total ad volumes.
Advertising Trends in Print
Ad Space for Two-Wheeler in Print
During the period of January to March 2023, the ad space in the electric vehicle (EV) segment experienced a significant surge, increasing by 7.7 times compared to the same period in January to March 2022.
Overall Two Wheelers Category: During the period of January to March 2023, there was an impressive 84% increase in the overall ad space dedicated to two-wheelers compared to the same period in January to March 2022. This significant hike in ad space indicates a substantial boost in advertising efforts for the two-wheeler industry as a whole.
When considering only internal combustion engine (ICE) two-wheelers, the ad volumes witnessed a notable growth of 58% in January to March 2023 compared to January to March 2022.
Top 10 Brands and Advertisers of Two Wheelers (EV Segment) for Print
In the EV segment, the top two advertisers collectively accounted for more than 80% of the ad space. Ather Energy secured the top position among advertisers in the EV segment.
Among the EV brands, Ather 450 X emerged as the leading brand, capturing a significant share of 60% of the ad space. Following closely was Joy E-Bike Mihos with a share of 11% of the ad space, positioning it as the second-leading brand in the EV segment.
In the overall two-wheelers category, Bajaj Auto emerged as the top advertiser, commanding a share of 24% of the ad space. Among the top 10 advertisers in the overall category, Ather Energy, Wardwizard Solution India, Greaves Electric Mobility, and Pur Energy were the companies representing the electric vehicle (EV) segment.
Regarding brands, Bajaj Platina 110 ABS secured the top position among the overall two-wheeler brands. Among the top 10 brands, Ather 450 X was the only electric vehicle (EV) represented, highlighting its popularity and presence in the market.
Newspaper: Publication Language and Genre for Two Wheelers in Print
In the EV segment, the top 5 publication languages collectively accounted for a significant share of 78%. Among these languages, Hindi held the highest share of 27%, indicating its dominance in terms of publications related to EVs.
Following Hindi, English held the second-largest share of 21%, highlighting its importance as a language for EV-related publications. The remaining three publication languages make up the remaining share within the top 5.
In the overall two-wheelers category, the top 5 publication languages accounted for a significant share of 81% of the sector’s ad space.
Among these languages, Hindi emerged as the top publication language with a share of 38%, indicating its dominance in terms of ad space.
Following Hindi, Tamil held the second-largest share of 12% among the top 5 publication languages in the two-wheelers category. The remaining three publication languages make up the remaining share within the top 5.
Zone wise Advertising share (EV Segment) of Two Wheelers in Print
In the EV segment of two-wheelers, the North Zone secured the first position with a share of 42% in advertising through print media during January to March 2023. This indicates that the North Zone had the highest concentration of print advertisements for EV two-wheelers during that period.
In terms of states across India, Maharashtra and Karnataka emerged as the top two states in terms of advertising for EV two-wheelers. These states had a significant presence and investment in promoting EV two-wheelers through print media during the given timeframe.
Advertising Trends on Radio
Ad Volumes for Electric Two-Wheeler on Radio
In January to March 2023, the ad volumes of the electric vehicle (EV) segment for two-wheelers witnessed a substantial increase. Specifically, the ad volumes grew by 6.2 times compared to the same period in the previous year.
Top Brands and Advertisers of Two Wheelers (EV Segment) for Radio
During the period of January to March 2023, a total of 8 advertisers promoted electric vehicles (EVs). Among them, Greaves Electric Mobility held the top position with a share of 47% of the ad volumes, indicating their significant presence in advertising EVs during that period.
In terms of EV brands, a total of 9 brands were present in the EV segment during January to March 2023. Among these brands, Ampere Magnus Ex led the list with a share of 47% of the ad volumes.
State-wise share of EV advertising on Radio
During the period of January to March 2023, Andhra Pradesh emerged as the top state in terms of ad volumes for electric vehicles (EVs), holding a share of 20% of the total ad volumes. Following closely was Maharashtra with a share of 19% of the EV ad volumes during the same period.
Zone wise Advertising share of EV Advertising on Radio
In the context of electric vehicle (EV) advertising, the West Zone secured the top position with a share of 32% of the ad volumes during January to March 2023. The West Zone exhibited the highest concentration of EV advertisements during that period.
Closely following was the South Zone, which held a share of 31% of the ad volumes for EV advertising in the same period. The South Zone was also highly active in promoting EVs through advertising during January to March 2023.
Advertising Trends on Digital
Ad Insertions for Electric Two-Wheelers on Digital
During the period of January to March 2023, there was a decrease of 33% in the number of ad insertions for electric vehicles (EVs) compared to the same period in 2022.
When examining the trend based on creative types, specifically Display and Video, it was observed that Display ads experienced a decline of 44% in EV ads, whereas Video ads saw an increase of 24% in EV ads.
Top 10 Brands and Advertisers of Two Wheelers (EV Segment) for Digital
In terms of advertising, Wardwizard Solution India emerged as the top advertiser in the electric vehicle (EV) segment during January to March 2023, holding a 26% share of EV ad insertions.
TVS Motor Company followed closely with a 21% share. Among the EV brands, Joy E-Bike claimed the leading position during the same period with 25% of ad insertions.