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TAM Report: TV Ads For EV Two-Wheelers Surged By Almost 5x In Jan-Mar 2023

Ad volumes for Electric Vehicles (EV) increased nearly fivefold on television, while print witnessed a 7.7% increase in ad volume from January to March 23.

| Published on April 30, 2023

In recent years, it appears that the market has been steadily moving towards a more sustainable and environmentally friendly future. As a result, the nation’s usage of electric cars has soared. According to the most recent information published by TAM Media Research in the research titled, Advertising Trends for EVs, ad volumes for television increased for Electric Vehicle (EV) during the January-March 23 period by over five times as compared to the January-March 22 period.

Okaya EV led the list with a 55% share between Jan.–Mar. ’23, while the top two marketers for the EV category combined for an 83% share of ad volumes, according to the research. During January-March ’23, Okaya Faast-F4 was the leading brand in the EV market, accounting for 39% of ad volumes.

According to the research, the top channel categories for EV advertising were News and Movies. Movies only made up 9% of the entire share, with News leading the genre by 77% of the total ad volume.

The report made a point of highlighting the print ad volumes, stating that the EV segment’s ad space increased by 7.7% from January to March of 23 to January to March of 22. While Joy E-Bike Mihos came in second place with 11% of the market, Ather 450 X had a 60% market share overall in the EV class.

Among the top five editorial languages, the EV category had a 78% market share, with Hindi at the top of the list with a 27% volume share and English at 21%. On the other hand, the two-wheeler category took up 81% of the advertising space in the industry, with Hindi & Tamil ranking as the top two publishing languages.

According to the survey, from January to March 23 there was a 42% zone-wise advertising share for two-wheelers in print. The two most populous states in India were Maharashtra and Karnataka.

According to the data, radio advertisements for electric two-wheelers surged by 6.2 times between January and March of this year compared to the same time the previous year. Greaves Electric Mobility topped the ranking with a 47% share among the eight ads that promoted EVs between January and March of this year, according to the research. Ampere Magnus Ex (47%) led the list of the nine brands that were present in the EV segment from January to March of this year, according to the research.

The survey also stated that Andhra Pradesh, which had a 20% share of EV ad volumes between January and March of this year, was the top state. Maharashtra came in second with a 19% share.

Interestingly, the number of EV ad insertions on digital decreased by 33% from Jan.-Mar. 22 to Jan.-Mar. Display advertising had a 44% decline in volume while video advertisements saw a 24% increase in EV ads when the trend by creative kinds, i.e., display and video, is examined.

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