Automobile
Sector advertising on TV in the year 2006
(6 March, 2007)
Key
Findings:
37
per cent rise in ad volumes of Automobile sector on TV in 2006
over the previous year.
Q4
saw the maximum advertising by Automobile sector on TV across
2005-2006.
Cars/Jeeps garnered half of the ad volumes of Automobile sector
on TV in 2006.
Most
of the ads of Automobile sector on Hindi News and Regional GEC.
Tata
Motors topped advertising on TV.
Cars/Jeeps
saw the maximum new brands launched in the year 2006.
General
Motors and TVS Motor had the maximum share of endorsement advertising
by Celebrities on TV.
Automobile
sector saw maximum share of endorsement by Aamir Khan in the
year 2006.
This
week, AdEx India looks at the advertising trends in the Automobile
Sector in the year 2006.
Growth
in advertising of Automobile Sector on TV in 2006 compared to previous
year.
37 per cent rise in ad volumes of Automobile sector on TV in
the year 2006 compared to 2005.
Quarterly
advertising trend of Automobile Sector on TV across the years 2005-2006.
Automobile sector used maximum ad volumes in the fourth quarter
across the years 2005-2006 on TV.
Share
of sub-categories in Automobile Sector on TV in the year 2006.
50
per cent of the ad volumes in Automobile sector were contributed
by Cars/Jeeps followed by Motorcycles with 35 per cent share
on TV in the year 2006.
Scooterette
and Commercial Vehicles had a share of 7 per cent and 4 per
cent of ad volumes respectively.
Sub-categories
in Automobile Sector with the maximum growth in ad volumes on TV
in the year 2006 compared to 2005.
E-Moped
saw the highest 19 times rise in ad volumes on TV in
the year 2006 compared to the previous year.
Commercial
Vehicles and Scooterette also saw high growth in ad
volumes in the year 2006.
Share
of advertising by Automobile sector in National and Regional
channels on TV in the year 2006.
Advertising
skewed towards National channels with 78 per cent share
of ad volumes in the year 2006.
Among the Regional zone, Southern channels had a high
14 per cent share of advertising followed by Northern
channels with 4 per cent share.
Channel
Genres used by the Automobile sector on TV in the year 2006.
Top
five channel genres contributed 58% share of ad volumes
of the Automobile sector in the year 2006.
Hindi
News channels and Regional GECs had the maximum 17 per
cent and 15 per cent share of Automobile sector advertising
respectively.
Top
advertisers of Automobile sector on TV in the year 2006.
Tata
Motors topped advertising in Automobile sector with
16 per cent share on TV in the year 2006.
Close competition between TVS Motor and Maruti Udyog
for the second position with equal 12 per cent share.
Share
of sub-categories of Automobile in new brands launched on
TV in year 2006.
40
per cent of the new brands launched on TV in the Automobile
sector belonged to Cars/Jeeps in the year 2006.
Motorcycles
and Commercial Vehicles had 21 per cent and 14 per cent
share in new brands launched on TV.
Top
New Automobile brands launched on TV in year 2006.
Among
the Top 10 new brands on TV in the year 2006, six of
them belong to Motorcycles and rest four belong to Cars/Jeeps.
Tata
Indica V2 Xeta Petrol topped among the new Automobile
entrants on TV followed by TVS Apache.
Top
Advertisers using Celebrities for endorsing their Automobile
brands on TV in year 2006.
Top
five advertisers contributed 87% share of advertising
endorsed by Celebrities on TV in the year 2006.
Maximum
share of Celebrity endorsed advertising by General Motors
and TVS Motor Company.
Other
three Top advertisers are Toyota Kirloskar Motor, Hero
Honda Motors and Ford India.
Profession
of Celebrities endorsing Automobile brands on TV in year
2006.
Film
Actors (7 are film actors out of 14 celebrities) had
the maximum 52 per cent share in endorsing of Automobile
brands on TV in the year 2006.
Film
Actresses had a share of 26 per cent followed by 22
per cent share by five of the Sports celebrities.
Top
five Celebrities endorsing Automobile brands on TV in year
2006.
Top
five Celebrities contributed 66 per cent share of advertising
in Automobile sector on TV in 2006.
Aamir
Khan was on Top endorsing brands of Toyota Innova with
15 per cent share.
Equal
share of endorsement by Preity Zinta (endorsing TVS
Scooty Pep+), Saif Ali Khan (endorsing brands of General
Motors and Yamaha Motor India) and Rani Mukherjee (endorsing
brands of General Motors)
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
37
per cent rise in ad volumes of Automobile sector on TV in 2006
over the previous year.
