The auto sector has recorded a mixed advertising performance across media in 2025, with television witnessing a decline while print, radio, and digital have shown growth, according to the TAM AdEx report.
Television ad volumes have declined by 22% in 2025 compared to 2021, despite a quarterly recovery trend. Q3 has seen a 26% surge in ad volumes compared to Q1, indicating intermittent momentum during the year. Cars have dominated TV advertising with a 47% share, and the top 10 advertisers have accounted for nearly 69% of total ad volumes, led by Maruti Suzuki India with an 11% share.
Print advertising has expanded significantly, with ad space growing by 50% in 2025 over 2021 levels. The sector has also recorded a 13% year-on-year increase compared to 2024. Q4 has seen a 27% rise in ad space over Q1. Cars and two-wheelers have continued to dominate print categories, contributing over 90% share. The North zone has led print advertising with a 33% share, while sales promotions have accounted for 67% of ad space.
Radio advertising has doubled compared to 2021, reflecting steady growth over the years. The medium has seen a 2x increase in ad volumes in 2025, with Q4 recording a 26% rise over Q1. Cars have remained the dominant category with a 71% share, and advertising has been concentrated in morning and evening time bands, contributing to 84% of total ad volumes.
Digital advertising has witnessed the highest growth, with ad impressions increasing nearly three times compared to 2021. However, the final quarter has seen a 27% decline compared to Q1. Cars have led digital advertising with a 61% share, while programmatic buying has dominated transaction methods, accounting for 94% of impressions. The top 10 advertisers have contributed 70% of total digital ad impressions.
Across media, Maruti Suzuki India has emerged as the leading advertiser, maintaining dominance on TV, print, radio, and digital platforms. The data indicates a continued shift towards digital and print, even as television struggles to maintain earlier volumes.
