Radio ad volumes see a boost of 72% in H1 2023 over 2021: TAM report

Radio saw a significant increase of 72 per cent in ad volumes from January to June 2023, as compared to the same period in 2021, according to TAM AdEx’s half-yearly report released recently.

 

Ad volumes from January to June 2022 increased by 62 per cent over the H1 of 2021, stated the report. Likewise, ad volumes during Jan-Jun 2023 witnessed a growth of six per cent compared to last year’s first half.
 

 

 

The services sector dominated the airwaves with a 32 per cent share, followed by food and beverages, auto, retail, and banking/finance/investment, each contributing 9 per cent. The top three sectors collectively commanded 50 per cent of ad volumes, with durables being the only new entrant in the top 10 during Jan-Jun’23 over Jan-Jun’22. 

‘Properties/real estate’ and ‘hospital/clinics’ retained their first and second positions when it came to the top categories, with 15 per cent and seven per cent shares of ad volumes respectively in the first half of 2023 over the last year. ‘Pan masala’ and ‘multiple courses’ were the only new entrants in the top 10 categories in Jan-Jun’23 over Jan-Jun’22. 

 

LIC of India was the leading advertiser in H1 of 2023, followed by Maruti Suzuki. Vishnu Packaging and Kedia Homes took the 3rd and 4th positions.

 

 

Vimal Pan Masala was the leading brand on Radio medium followed by Kedia Sezasthan in Jan-Jun’23. Kedia Sezasthan and Himalaya Ashvagandha were the exclusive brands present in the top 10 list of brands in Jan-Jun’23 over Jan-Jun’22.

4,200+ advertisers and 5,700+ brands exclusively advertised on Radio during Jan-Jun’23, as compared to Jan-Jun’22.

 

‘Ecom-media/entertainment/social media’ among other categories saw the highest increase in ad secondages with growth of 4.3 times followed by pan masala with 3.7 times growth during Jan-Jun’23 compared to Jan-Jun’22.

 

Evening was the most preferred time band for advertising on radio followed by morning and afternoon time bands. Ad commercials with 20-40 seconds were most preferred for advertising on radio during both periods.
 

The top five states accounted for 66 per cent of total ad volumes, with Gujarat and Maharashtra leading the chart with 20 per cent and 17 per cent shares respectively. Jaipur led among 18 cities on radio, with New Delhi following closely.