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Print saw the highest year-on-year growth rate among traditional media in auto sector, as per TAM 2024 reportAdvertising for the auto sector saw a robust revival across television, print, radio, and digital platforms, as per a TAM adEx cross-media advertising recap. The report revealed that digital’s exponential trajectory is tapering, print and radio surged in 2024, suggesting renewed advertiser trust in regional and contextual media.
Q4 was a game-changer across formats, indicating a consolidated festive and year-end push.
Key takeaways across media:
Print
Print saw the highest year-on-year growth rate of 18% in 2024 among traditional media, driven by North zone dominance, sales promotions (62%), and tier two and three markets targeting via Hindi dailies.The indexed ad space for the Auto Sector demonstrated a steady upward trajectory, with ad space in Q4 surging by an impressive 41% over Q1, underscoring a strong recovery and momentum in the sector. Maruti Suzuki India was the top advertiser from auto sector with 16% share of ad space. Together, the top 10 advertisers covered 70% share of ad space.
Television
TV saw modest YoY growth of 1% increase in indexed ad volumes (from 106 to 107) in 2024 over 2023. Among advertisers, TVS Motor Company ascended to first position with 14% share of ad volumes. Together, the top 10 advertisers covered 67% share of ad volumes with increased two-wheeler ads. Q4 2024 witnessed a 40% surge in ad volumes over Q1 2024, signaling strong year-end momentum for television.
Radio
Radio saw a strong rebound with 29% increase in indexed ad volumes from 2023 to 2024. Maruti Suzuki India led with a 26% share among advertisers on the medium. Q4 volumes jumped +48% over Q1, underlining rising audio engagement.
Digital
Digital reached a maturity plateau in 2024 with a 1% marginal growth in indexed ad impressions and programmatic transactions dominating.
Marked by a strong Q4 performance and widespread adoption of programmatic in digital, the auto sector's advertising push reflects strategic media mix usage, regional targeting, and an uptick in promotional activity post-pandemic, according to the report.
