Maruti Suzuki India top advertiser on Radio in 2024: TAM AdEx

Radio ad volumes per station increased by 80% in 2024 over 2020 and 77% in 2023 over 2020, as per TAM AdEx’s report on advertising on radio in 2024. Additionally, there was a 2% surge in ad volumes on Radio when comparing 2024 to 2023. In Quarterly Trends, average ad volumes had been consistently increasing over the period. Compared to Q2 of 2024, there was 18% growth in average ad volumes in Q4 of 2024 on Radio.

Services Sector maintained its top position in 2024 with a share of 30%, followed by Auto with 11% share and Retail with 9% share. Services, Education and Durables maintained their respective rankings in 2024 compares to 2023. During 2024, all the Top 10 sectors were also present during 2023. Together, the Top 10 Sectors had a collective share of 89% in 2024.

Properties/ Real Estates topped the Categories list on Radio with 15% ad volume share, followed by Cars with 8% share and Retail Outlets-Jewellers with 7% share. On Radio, the Top 5 Categories retained their respective positions during 2024 compared to 2023. There were no new entrants in the Top Categories in 2024 over 2023. In 2024, more than 400 categories advertised on Radio. Also, the Top 10 categories occupied 51% advertising share on Radio.

Maruti Suzuki India was the leading advertiser on Radio in 2024, followed by LIC of India. The Top 10 Advertisers contributed to 12% share of the ad volumes on Radio in 2024. There were 3 new entrants in the Top 10 Advertisers list during 2024 compared to 2023. In 2024, more than 10K advertisers were present on Radio medium.

In 2024, LIC Housing Finance ascended to 1st position among the top Brands, compared to its 3rd position in 2023. The Top 10 Brands contributed 7% share of the radio ad volumes. Jeena Sikho Lifecare was an exclusive brand among the Top 10 in 2024 that entered the top brands list by securing the 6th position in 2023. Maruti Suzuki Arena, Malabar Gold And Diamonds, LIC Jeevan Utsav, Manappuram Loan Against Gold and Acko General Auto Insurance were the new entrants during 2024 over 2023.

Over 185+ Categories registered positive growth in 2024. Cars among the categories saw the highest increase in Ad secondages with growth of 57%, followed by Retail Outlets-Jewellers with 42% growth during 2024 compared to 2023.

Additionally, Mortgage Loans, Corporate/ Brand Image and Tooth Pastes leads among the Top 10 categories in terms of highest growth % (that is, more than two times) in 2024 over 2023.

In 2024, more than 5,750+ exclusive advertisers featured on Radio, a change from the preceding year, 2023, when they were not present. Among the exclusive advertisers in 2024 compared to 2023, Jeena Sikho Lifecare emerged as the top advertiser.

Gujarat was the leading State with 18% share of the ad volumes on Radio, closely followed by Maharashtra with 16% share. The Top 5 States accounted for more than 60% of the total ad volumes. Jaipur topped among the 18 cities on Radio, followed by New Delhi in the 2nd position. The Top 10 cities accounted for 62% of the total ad volumes on Radio.

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

Ad Commercials of 20-40 second duration was the most preferred for advertising on Radio during both the periods. The frequency of less than 20 second ads grew on Radio in 2024 compared to 2023.