Radio ad volumes up 2% in Jan-Sept’24; Over 5k exclusive advertisers present

Radio advertising experienced a 2% growth in ad volumes per station in January-September 2024, compared to the same period in 2023, as per TAM Media’s quarterly report on Radio Advertising inJan-Sep’24.

The Top 10 sectors collectively added 89% share of the radio ad volumes in Jan-Sept’24. Services and Auto Sectors retained their top two positions with 30% and 10% share of the ad volumes, respectively, during Jan-Sept’24 over Jan-Sept’23 on Radio. The BFSI Sector ascended to the 3rd position with 9% share of the ad volumes compared to 5th position in Jan-Sept’23.

The Top 10 categories together accounted for 51% share of the ad volumes on Radio Advertising during Jan-Sept’24. Properties/ Real Estates and Hospital/ Clinics retained their 1st and 2nd positions, respectively, during Jan-Sept’24 over Jan-Sept’23 on Radio Advertising. Schools and Coaching/ Competitive Exam Centre were new entrants in the Top 10 list of categories in Jan-Sept’24 compared to Jan-Sept’23.

During Jan-Sept’24, the Top 10 advertisers together covered 12% share of the ad volumes on Radio Advertising. LIC of India retained its 1st position during Jan-Sept’24 over Jan-Sept’23. GCMMF, Hyundai Motor India and Renault India entered the Top 10 list of advertisers in Jan-Sept’24 over Jan-Sept’23. Over 5k+ exclusive advertisers were present during Jan-Sept’24 compared to Jan-Sept’23.

LIC Housing Finance and Vimal Pan Masala ascended to 1st and 2nd positions, respectively, in Jan-Sept’24 compared to 3rd and 2nd positions, respectively, in Jan-Sept’23 on Radio. Out of the Top 10 brands present in Jan-Sept’24, three of them belonged to LIC of India. The brands LIC Jeevan Utsav, Maruti Suzuki Arena, Manappuram Loan Against Gold, Acko General Auto Insurance, and Malabar Gold And Diamonds featured in the Top 10 list for Jan-Sept’24, but not in the top 10 of Jan-Sept’23.

Over 150+ Categories registered positive growth during this period. Cars among categories witnessed the highest increase in Ad secondages with growth of 60%, followed by Retail Outlets-Jewellers with 50% growth during Jan-Sept’24 compared to Jan-Sept’23. In terms of growth %, Automobile General Insurance category witnessed highest growth % among the Top 10, that is, 3.6x in Jan-Sept’24.

Compared to Jan-Sept’23, Gujarat and Maharashtra retained their 1st and 2nd positions with 18% and 16% share of ad volumes, respectively, in Jan-Sept’24. The Top 5 States together contributed 62% share of ad volumes in Jan-Sept’24. Jaipur retained its 1st position with 8% share of ad volumes in Jan-Sept’24 compared to Jan-Sept’23. Also, the Top 10 cities together covered 62% share of ad volumes in Jan-Sept’24.

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

Ad Commercials with 20-40 seconds was the most preferred for advertising on Radio during both the periods Jan-Sept’23 and Jan-Sept’24. Together, 20-40 seconds and <20 seconds ad size added 95% share of the ad volumes on Radio in Jan-Sept’24.

Also Read: Radio ad volumes up 3% in Jan-Jun’24; reports over 6,070 advertisers: TAM Media