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

Radio ad volumes during Jan-Jun’24 witnessed growth of 3% compared to Jan-Jun’23. Compared to Jan-Jun’22, there was increase in ad volumes of 9% in Jan-Jun’24; also, ad volumes in Jan-Jun’23 increased by 6% over Jan-Jun’22.

Services sector solely had 31% share of the radio ad volumes in Jan-Jun’24 and also retained its 1st position in this period. Also, Auto sector ascended to the second position in H1’24 over H1’23 with 10% share of ad volumes. The Top 3 sectors together accounted nearly for 50% share of ad volumes. All the Top 10 sectors from H1'23 remained in the top 10 in H1'24 with minor rank shift.

Properties/ Real Estates and Hospital/ Clinics retained their 1st and 2nd positions with 16% and 7% shares of the ad volumes, respectively, in H1’24 over H1’23. Both the categories belonged to the Services sector. Cars ascended to the 3rd position in Jan-Jun’24. Schools were the only new entrants in the top 10 categories in Jan-Jun’24 over Jan-Jun’23.

The Top 10 Advertisers contributed 12% share of the ad volumes on Radio. LIC of India retained 1st position in Jan-Jun’24. Maruti Suziki India retained its 2nd position in Jan-Jun’24 compared to Jan-Jun’23. Six out of 10 were the new entrants in Top 10 advertisers’ list on Radio.

The Top 10 Brands contributed 7% share of Radio Ad Volumes. LIC Housing Finance was the leading brand on Radio medium, followed by Alishan in Jan-Jun’24. LIC Jeevan Utsav, Acko General Auto Insurance and Vision 204 were the exclusive brands present in the Top 10 list of brands in Jan-Jun’24 over Jan-Jun’23. Three out of the Top 10 brands were from Banking/ Finance/ Investment sector, while the other two were from the Auto sector during H1’24.

Over 145+ Categories registered positive growth in H1’24. Cars among categories saw the highest increase in Ad secondages with growth of 57%, followed by Retail Outlets-Jewellers with 29% growth during Jan-Jun’24 compared to Jan-Jun’23. In terms of growth %, Computer Printers category witnessed highest growth % among the Top 10, that is, 8.3x in the Jan-Jun’24 period.

Gujarat and Maharashtra retained their 1st and 2nd positions with 20% and 19% shares of ad volumes, respectively, during H1’24. The Top 5 States accounted for 66% of the total ad volumes. Jaipur was the leading city among the 18 cities on Radio, followed by Nagpur in Jan-Jun’24. The Top 10 cities accounted for 69% of the total ad volumes on Radio.

When it comes to advertising share by time bands on radio, Evening was the most preferred time-band for advertising 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 both the periods. 20-40 seconds ad and <20 seconds ad collectively added 94% share of ad volumes on Radio in Jan-Jun’24.