Increase in reach & engagement spurs radio advertising during COVID: TAM Radio AdEx

With India mostly staying at home during the COVID-19 period and subsequent lockdowns, radio listenership has been on a rise. In its analysis of four markets – Mumbai, Bangalore, Kolkata, Delhi – TAM Radio AdEx states that there has been growth in women-oriented advertising due to rise in women listenership. Mumbai has seen a 24 per cent growth in average weekly reach in Mumbai during the COVID-19 period, as compared to the pre-COVID-19 times (Source: RAM | TG – NCCS B Female 20-24, Mumbai).

Kolkata leads in terms of radio engagement at 51 per cent growth in engagement in Kolkata (Source: RAM | TG – NCCS B Female 25-34 Kolkata), while Bangalore has seen 21 per cent growth in time spent listening (Source: RAM | NCCS A Female 45+ Bangalore), followed by 16 per cent growth in time spent listening in Delhi (Source: RAM | NCCS A Female 45+ Delhi).

Meanwhile, there has been growth in advertising to men on radio due to the rise in engagement with male listeners. Mumbai leads in terms of time spent listening from pre-COVID to COVID period at 82 per cent, followed by Bangalore at 53 per cent growth. Kolkata has seen the highest growth of 26 per cent in terms of reach, followed by Delhi with a growth of 22 per cent.

TAM Radio AdEx has also stated that there has been growth in advertising on radio due to increase in listenership in the SEC A segment. There has been 67 per cent growth in time spent listening in Kolkata, followed by Bangalore with 62 per cent growth and Delhi with 35 per cent growth. Mumbai recorded a 28 per cent growth in reach.

The Youth listenership in the SEC A segment has also contributed to Radio ads making industries thrive. Here, too, Kolkata led with a 73 per cent growth in time spent listening, followed by Mumbai with 42 per cent growth, and Delhi with 33 per cent growth. Bangalore recorded a 75 per cent growth in reach.