Radio advertising saw a 2% growth in ad volumes from January to September 2024, compared to the same period in 2023, according to the TAM AdEx Advertising Report on Radio.
Services Sector retained its first position with 30% share of ad volumes during January-September 2024 over January-September 2023 on radio.
As per the report, top 10 sectors collectively added 89% share of ad volumes in January-September 2024. BFSI Sector ascended to 3rd position with 9% share of ad volumes compared to 5th position in January-September 2023. Properties/Real Estates and Hospital/Clinics retained their 1st and 2nd positions during January- September 2024 over January-September 2023 on radio.
Schools and Coaching/Competitive Exam Centre were new entrants in the top 10 list of categories in January-September 2024 compared to January-September 2023. The top 10 categories together accounted for 51% share of ad volumes on radio advertising during January-September 2024. LIC Of India was the leading advertiser during January-September 2024.
During January-September 2024, the top 10 advertisers together covered 12% share of ad volumes on radio advertising. GCMMF, Hyundai Motor India and Renault India entered the top 10 list of advertisers in January-September 2024 over January-September 2023, the report stated.
5,000+ exclusive advertisers were present during January-September 2024 compared to January-September 2023. LIC Housing Finance and Vimal Pan Masala ascended to 1st and 2nd positions in January-September 2024 over January-September 2023 on radio advertising.
Out of the top 10 brands present in January-September 2024, 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 January-September 2024, but not in the top 10 of January-September 2023.
In terms of growth percentage, the Automobile General Insurance category witnessed the highest growth percentage among the Top 10 i.e. 3.6 times in January-September 2024.
Cars among categories witnessed the highest increase in ad secondages with growth of 60% followed by Retail Outlets-Jewellers with 50% growth during January-September 2024 compared to January-September 2023.
11,000+ exclusive brands were present on radio advertising during January-September 2024.
Gujarat was the leading state with 18% share of ad volumes on radio followed by Maharashtra with 16% share. Jaipur retained its 1st position during January-September 2024 compared to January-September 2023. Top 5 states together contributed 62% share of ad volumes in January-September 2024.
According to the report, 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 ad volumes. Ad commercials with 20-40 seconds was most preferred for advertising on radio during both the periods January-September 2023 and January-September 2024.
