TAM AdEx report highlights Maruti Suzuki as top advertiser; two-wheelers and cars drive cross-media growth.
Mumbai: The Indian automobile sector significantly ramped up its advertising efforts in 2024, as revealed in the latest TAM AdEx Cross Media Advertising Recap – Auto Sector report. Demonstrating robust growth across TV, print, radio, and digital, the industry showcased its aggressive push to capture consumer attention in a dynamic and recovering market.
Two-Wheelers and Cars Fuel Cross-Media Momentum
Ad volumes across platforms exceeded pre-pandemic levels, with two-wheelers and cars continuing to lead category-wise spends. These segments reflected intense brand competition and strong consumer demand.
Television: Two-Wheelers Dominate Prime Time
Television ad volumes rose 7% over 2020 and 18% over 2022, with a sharp 40% increase in Q4 of 2024 compared to Q1. Two-wheelers accounted for 44% of TV ad volumes, led by TVS Motor Company and Honda Shine—the most advertised brand. News channels held a 63% share, followed by movie channels at 16%.
“The Indian consumer’s growing interest in two-wheelers is clearly reflected in television advertising trends,” the report observed.
Print: Cars Lead with Sales-Driven Messaging
Print ad space grew 27% from 2020 levels, with cars capturing 50% and two-wheelers 41% of ad volumes. Maruti Suzuki India topped the advertiser list with a 16% share. The North zone led regional ad placements, and Hindi publications dominated language-wise. A strong 62% of print ads focused on sales-led promotions.
Radio: Maruti Suzuki Commands the Airwaves
Radio ad volumes surged 2.57 times over 2020. Cars made up 69% of ad volumes, with Maruti Suzuki leading at a 26% share. Gujarat emerged as the most active region, and Maruti Suzuki Arena was the top radio-advertised brand.
Digital: Programmatic and Cars Drive 20x Growth
Digital advertising saw a massive 20x rise in impressions since 2020, maintaining strong momentum through the year. Cars led with a 55% share, followed by two-wheelers at 26%. Maruti Suzuki India emerged as the top digital advertiser, while Hyundai Motor India led among individual brands. Programmatic advertising dominated, accounting for 89% of total impressions.
“The rapid scale of programmatic advertising shows how automation is reshaping digital strategies in the auto space,” the report stated.
Across all platforms—TV, print, radio, and digital—Maruti Suzuki India emerged as the leading advertiser, underlining its commanding presence and consistent marketing push.
The report highlights the Indian auto industry’s assertive, multi-platform strategy, powered by regional targeting, innovative messaging, and a keen focus on high-engagement formats. With digital and regional channels gaining traction, brands are embracing a multi-touch point approach to remain top-of-mind in an evolving consumer landscape.
