4.2K+ advertisers, 5.7K+ brands exclusively advertised on Radio in H1 2023: TAM AdEx

Compared to Jan-Jun’21, there was significant increase in radio ad volumes of 72% in Jan-Jun’23, as per TAM AdEx’s Half Yearly Report on Radio Advertising (Jan-Jun’23). TAM AdEx monitors more than 110 radio stations (in association with RCS India). Also, radio ad volumes in Jan-Jun’22 increased by 62% over Jan-Jun’21. Ad Volumes during Jan-Jun’23 witnessed growth of 6% compared to Jan-Jun’22.

With 32% share of the ad volumes, the Services sector retained its 1st position in Jan-Jun’23. Food & Beverages sector ascended to the 2nd position in H1’23 over H1’22, with 9% share of the ad volumes. The Top 3 sectors together accounted for 50% share of the ad volumes. Durables was the only new entrant in the Top 10 sectors during Jan-Jun’23 over Jan-Jun’22.

Properties/ Real Estates and Hospital/ Clinics retained their 1st and 2nd positions with 15% and 7% shares of ad volumes, respectively, in H1’23 over H1’22. Both the categories belonged to the Services sector. With a share of 5%, Cars ascended to 3rd position in Jan-Jun’23. Pan Masala and Multiple Courses were the only new entrants in the Top 10 categories in Jan-Jun’23 over Jan-Jun’22.

The Top 10 Advertisers contributed 14% share of the ad volumes on Radio. LIC of India ascended to the 1st position in Jan-Jun’23, while Maruti Suziki India retained its 2nd position in Jan-Jun’23 compared to Jan-Jun’22. Five out of 10 were new entrants in the Top 10 Advertisers’ list on Radio.

Vimal Pan Masala was the leading brand on Radio medium, followed by Kedia Sezasthan in Jan-Jun’23. Kedia Sezasthan and Himalaya Ashvagandha were the exclusive brands present in the Top 10 list of brands in Jan-Jun’23 over Jan-Jun’22. Three out of Top 10 brands were from the Banking/ Finance/ Investment sector and the other 3 were from the Services sector during H1’23. The Top 10 Brands contributed 9% share of the Radio Ad Volumes.

Over 210+ Categories registered positive growth during this period. Ecom-Media/ Entertainment/ Social Media among Categories saw the highest increase in ad secondages, with growth of 4.3x, followed by Pan Masala with 3.7x growth during Jan-Jun’23 compared to Jan-Jun’22. In terms of growth %, Multiple Courses Category witnessed the highest growth % among the Top 10 at 96% in the Jan-Jun’23.

Over 4.2K+ advertisers and 5.7K+ brands exclusively advertised on Radio during Jan-Jun’23 compared to Jan-Jun’22. Sigma Group Of Companies (KNP) topped the list of Top Exclusive Advertisers (Jan-Jun’23), while Kedia Sezasthan led the list of Top Exclusive Brands (Jan-Jun’23).

Gujarat and Maharashtra retained their 1st and 2nd positions with 20% and 17% shares of radio ad volumes, respectively, during H1’23. The Top 5 States accounted for 66% of the total radio ad volumes. Jaipur was the leading city among the 18 cities on Radio, followed by New Delhi in Jan-Jun’23. The Top 10 cities accounted for 69% of total ad volumes on Radio.

Evening was the most preferred time-band for advertising on Radio, followed by Morning and Afternoon time-bands. Evening and Morning time bands together added 69% share of the radio ad volumes.

Ad Commercials of 20-40 second duration were most preferred for advertising on Radio during both the periods. 20-40 seconds ad and <20 seconds ad collectively added 94% share of the ad volumes on Radio in Jan-Jun’23.