Mumbai: TAM AdEx India has released a radio advertising quarterly report for Jan-Mar’24. TAM AdEx monitors more than 110 radio stations (In association with RCS India).
On radio, ad volumes/station witnessed the growth of seven per cent during Jan-Mar’24 compared to Jan-Mar’22. But, ad volumes/station of Jan-Mar’23 remained unchanged compared to Jan-Mar’22.
Compared to Jan-Mar’23, services, banking/finance/investment and auto continued to dominate the top three positions in Jan-Mar’24. Household products entered the top 10 sectors during Jan-Mar’24 over Jan-Mar’23. Together, the top 10 sectors had a combined share of 88 per cent.
Top 10 advertisers contributed to 14 per cent share of ad volumes on radio. More than 4K advertisers were present on radio during Jan-Mar’24 among which Life Insurance Corporation of India was leading the list. Additionally, LIC of India, LIC Housing Finance and Maruti Suzuki India continued to be the top three advertisers during Jan-Mar’24 over Jan-Mar’23. Out of the top 10 advertisers, six of them were new entrants during Jan-Mar’24 over Jan-Mar’23.
The top 10 brands contributed nine per cent share of radio ad volumes. LIC Housing Finance was the top brand for advertising on radio during Jan-Mar’24. Among the top 10 brands present in Jan-Mar’24, three of them were new brands and five of them were new entrants compared to Jan-Mar’23.
Properties/real estate was the top growing category in terms of increase in ad secondages followed by cars in Jan-Mar’24 compared to Jan-Mar’23.
2.5k plus advertisers & 3.3k plus brands were exclusively present in Jan-Mar’24. Astral and LIC Jeevan Utsav were the top exclusive advertisers and brand on radio during Jan-Mar’24 over Jan-Mar’23.
During Jan-Mar’24, Gujarat was the leading state with 19 per cent share of ad volumes, closely followed by Maharashtra with 18 per cent share. The top five states accounted for 65 per cent of total ad volumes. In cities, Jaipur secured the top position with a nine per cent share of ad volumes in Jan-Mar’24. Also, the top 10 cities added 68 per cent share of ad volumes.
Evening was the most preferred time band on the radio followed by morning and afternoon time bands. Evening & morning time bands together added 69 per cent share of ad volumes.
Ad commercials with 20-40 secs was most preferred for advertising on radio during Jan-Mar’24 & Jan-Mar’23.
