MUMBAI: Ad volumes in Jan-June 2024 on radio increased by 3% compared to Jan-June 2023. Services was the leading sector that solely acquired 31% share of ad volumes in Jan-June 2024.
There were 355+ categories present in Jan- June 2024 on radio. LIC of India secured 1st position in the advertisers list of Jan- June 2024 followed by Maruti Suzuki India.
LIC Housing Finance was the leading brand on the radio medium followed by Alishan in Jan-June 2024.
The TAM AdEx- Half Yearly Advertising Report on Radio for Jan-Jun’24 has been published
Other Findings:
In terms of growth %, Computer Printers category witnessed highest growth %
among the Top 10 i.e. 8.3 times in the Jan-June 2024.
Gujarat was the leading state with 20% share of ad volumes on Radio followed by
Maharashtra with 19% share.
In Cities, Jaipur retained the top position with 9% share of ad volumes during Jan-June 2024 and Jan-June 2023.
Evening was the most preferred time-band on Radio for advertising followed by
Morning and Afternoon time-bands.
The % share of duration of ads with less than 20 secs increased during Jan-Jun’24 compared to Jan-June 2023.
Ad Volume Trend: Ad Volumes in Jan-June 2024 witnessed surge of 9%
Compared to Jan-June 2022, there was increase in ad volumes of 9% in Jan-June 2024. Also, ad volumes in Jan-June 2023 increased by 6% over Jan-June 2022.
Ad Volumes during Jan-June 2024 witnessed growth of 3% compared to Jan-June 2023.
Leading Sectors: Services sector retained its first position in Jan-June 2024
Services sector solely had 31% share of ad volumes in Jan-June 2024. Also, Auto sector ascended to second position in H1 2024 over H1 2023 with 10% share of ad volumes.
Top 3 sectors together accounted nearly for 50% share of ad volumes.
All the top 10 sectors from H1 2023 remained in the top 10 in H1 2024 with minor rank shift.
Leading Categories: Cars ascended to the third position in Jan-Jun’24
Properties/Real Estates & Hospital/Clinics retained their first and second positions with 16% and 7% shares of ad volumes respectively in H1’24 over H1’23. Both the categories belonged to the Services sector.
Schools were the only new entrants in the top 10 categories in Jan-June 2024 over Jan-June 2023.
Leading Advertisers: LIC of India retained first position in Jan-June 2024
Maruti Suziki India retained its second position in Jan-Jun’24 compared to Jan-June 2023.
Six out of the 10 were the new entrants in Top 10 advertisers’ list on radio.
Leading Brands: 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-June 2024.
LIC Jeevan Utsav, Acko General Auto Insurance and Vision 204 were the exclusive brands present in the top 10 list of brands in Jan-June 2024 over Jan-June 2023.
Three out of Top 10 brands were from Banking/Finance/Investment sector and the other two were from Auto sector during H1 2024.
The Top Growing Categories: 145+ Categories registered Positive Growth
Cars among categories saw highest increase in Ad secondages with growth of 57% followed by Retail Outlets-Jewellers with 29% growth during Jan-June 2024 compared to Jan-June 2023.
In terms of growth %, Computer Printers category witnessed highest growth % among the Top 10 i.e. 8.3 times in the Jan-June 2024.
Advertising in the leading States and Cities on Radio
Gujarat and Maharashtra retained their first and second positions with 20% and 19% shares of ad volumes respectively during H1 2024.
The top five States accounted for 66% of total ad volumes.
Jaipur was the leading city among the 18 cities on radio followed by Nagpur in Jan-June 2024.
The top 10 cities accounted for 69% of total ad volumes on radio.
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.
The Evening and Morning time bands together added 69% share of ad volumes.
Ad Length on Radio: Jan-June 2024 and Jan-June 2023
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-June 2024.
