Radio ad volumes up 25% in 2022; garners over 6,000 exclusive advertisers

Ad Volumes on Radio grew by 25% in Y 2022 as compared to Y 2021, and 8% as compared to Y 2018, as per TAM AdEx’s report on radio advertising in 2022. Since Covid hit in Y 2020, advertising on Radio medium witnessed more than 25% growth year on year, that is, 29% growth in Y 2021 over Y 2020 and 25% in Y 2022 over Y 2021. The TAM AdEx report notes that advertising on Radio has grown in a V-shape during the past five years. Average Ad volumes in the fourth quarter of Y 2022 got a boost by 18% as compared to Q2 of the same year. In terms of ad volume share, March 2022 and October 2022 stand out among all the months of Year 2022.

The Services sector topped with a 33% share of the Ad Volumes on Radio, followed by the Retail sector with 12% share during Y 2022. The Top 3 sectors together accounted for more than 50% share of the Ad Volumes. F&B slipped to the fourth place in Y 2022, where the Retail sector took its place.

Properties/ Real Estates topped the Categories list on Radio with a 14% ad volume share, followed by Hospital/ Clinics, Retail Outlets-Jewellers and Cars. All the four Categories maintained their ranks in Y 2022. Ecom-Media/ Entertainment/ Social Media ascended by 7 positions to rank 8th on Radio in Y 2022. More than 410 Categories advertised on Radio during Y 2022.

LIC topped the Advertiser list of Y 2022, followed by Maruti Suzuki. LIC and were on top even last year. Vicco Laboratories, Reliance Retail, SBS Biotech and Sobek Auto India observed positive rank shifts as compared to Y 2021. More than 10K advertisers tuned in to Radio for advertising in Y 2022. The Top 10 Advertisers contributed to 14% share of Ad Volumes on Radio.

LIC Housing Finance topped the Brands list of Y 2021-22, followed by Vicco Vajradanti Paste and Olxautos.in. Two out of the 10 Top brands were related to LIC India. During Y 2022, there were total 13K+ brands present on Radio. Three out of the Top 10 brands were from the Retail sector and two each were from BFSI and Personal Care/ Personal Hygiene sectors. The Top 10 Brands contributed 7% share of the Radio Ad Volumes.

Properties/ Real Estates among Categories saw the highest increase in Ad secondages with growth of 80%, followed by Hospital/ Clinics with 73% growth during Y 2022 as compared to Y 2021. In terms of growth percent, Face Wash category witnessed highest growth percent among the Top 10, that is, 1344 times in the Y 2022. Four of the Top 10 categories belonged to the Services Sector and two from the Retail sector. Over 250 Categories registered positive growth.

Over 6.3K advertisers exclusively aired on Radio during Y 2022 as compared to Y 2021. Rochaldas Sons was the top exclusive advertiser during Y 2022 as compared to Y 2021, followed by Deskera Systems India and Life Insurance Council. Six Advertisers among the Top 10 exclusive belonged to the Services sector.

Gujarat state was on top with 18% share of the Ad volumes on Radio, closely followed by Maharashtra with 17.8% share. The Top 5 States accounted for more than 60% of the total Ad Volumes and South Radio Stations accounted for 26% share on Radio. Jaipur topped among the 18 cities on Radio, followed by New Delhi in the 2nd position. The Top 10 cities accounted for 67% of total Ad Volumes on Radio.

As far as advertising share by Time Bands on Radio is concerned, Evening was the most preferred time-band on Radio, followed by Morning and Afternoon time-bands. The Evening and Morning time bands together added more than 65% share of the ad volumes.

Ad lengths on Radio saw almost similar ad insertion share trend in both the years (Y 2021-22). Ad Commercials of 20-40 second duration were the most preferred for advertising on Radio during both the years.