Over 3.3k exclusive brands advertised on Radio during Jan-Mar’24: TAM AdEx

On Radio, ad volumes/station witnessed growth of 7% during Jan-Mar’24 compared to Jan-Mar’22, however, ad volumes/station of Jan-Mar’23 remained unchanged compared to Jan-Mar’22, as per TAM AdEx’s quarterly report (January-March 2024) on Radio Advertising.

Among the Top 10 sectors, Services had the highest share of ad volumes of 31% in Jan-Mar’24. Compared to Jan-Mar’23, Services, Banking/ Finance/ Investment and Auto sectors continued to dominate the Top 3 positions in Jan-Mar’24. Household Products entered the Top 10 Sectors during Jan-Mar’24 over Jan-Mar’23. Together, the Top 10 Sectors had a combined share of 88% of the ad volumes on Radio.

In Categories, Properties/ Real Estate retained its 1st rank with 16% share of the ad volumes in Jan-Mar’24 over Jan-Mar’23. The top 10 categories collectively added 51% share of ad volumes with Properties/ Real Estates dominating the list. Also, the Top 5 categories retained their respective ranks during Jan-Mar’24 over Jan-Mar’23. Schools and Mortgage Loans shifted to 9th and 10th positions in Jan-Mar’24, compared to their 11th and 34th positions, respectively, in Jan-Mar’23.

More than 4K advertisers were present on Radio during Jan-Mar’24. Top 10 Advertisers contributed to 14% share of Ad Volumes on Radio. LIC of India was the top advertiser in Jan-Mar’24. LIC of India, LIC Housing Finance and Maruti Suzuki India continued to be the Top 3 Advertisers during Jan-Mar’24 over Jan-Mar’23. Out of the Top 10 advertisers, 6 of them were new entrants during Jan-Mar’24 over Jan-Mar’23.

The Top 10 Brands contributed 9% share of the Radio ad volumes. Among the Top 10 brands present in Jan-Mar’24, three of them were new brands and five of them were new entrants compared to Jan-Mar’23. Three of the Top 10 brands belonged to the BFSI Sector during Jan-Mar’24. LIC Housing Finance was the top brand for advertising on Radio during Jan-Mar’24.

Over 135 Categories registered positive growth during this period. Properties/ Real Estates was the top growing category in terms of increase in ad secondages, followed by Cars in Jan-Mar’24 compared to Jan-Mar’23.

Over 2.5k Advertisers and over 3.3k Brands were exclusively present in Jan-Mar’24. Astral and LIC Jeevan Utsav were the top exclusive advertiser and brand, respectively, on Radio during Jan-Mar’24 over Jan-Mar’23.

During Jan-Mar’24, Gujarat was the leading state with 19% share of the ad volumes, closely followed by Maharashtra with 18% share. The Top 5 States accounted for 65% of the total ad volumes on Radio. In Cities, Jaipur secured the top position with 9% share of the ad volumes in Jan-Mar’24. Also, the Top 10 Cities added 68% share of the ad volumes.

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

Ad Commercials with 20-40 seconds was most preferred for advertising on Radio during Jan-Mar’24 and Jan-Mar’23.