According to TAM AdEx-Report on Radio Advertising for Jan-Mar’22, Ad Volumes grew by 20 pc compared to Jan-Mar’21.
Among the leading sectors, Services had 30 pc share of Ad Volumes followed by BFSI with 14 pc share during Jan-Mar’22. Top 3 sectors together accounted more than 50 pc share of Ad Volumes.
Education entered the top 10 list of Jan-Mar’22.
Among the Leading categories, Properties/Real Estates led with 12 pc share of Ad Volumes. Properties/Real Estates, Retail Outlets-Jewellers and Cement maintained their ranks. Two categories each out of Top 10 categories belonged to Services, BFSI and Retail sector.
Retail Outlets-Clothing/Textiles/Fashion category was the new entrant in Top 10 categories’ list. Hospital/Clinics, Cars, Life Insurance, and Retail Outlets-Electronics/Durables categories saw positive rank shift.
In the Advertisers category, Vicco Laboratories topped the list of Jan-Mar’22 followed by LIC of India. LIC was on top in last year’s same quarter. Vicco Laboratories, Ultratech Cement, Bank of Baroda and Reliance Retail observed positive rank shift compared to Jan- Mar’21.
Vicco Laboratories, Ultratech Cement, Bank of Baroda, and Reliance Retail were the new entrants in Top 10 list for Jan-Mar’22. Top 10 Advertisers contributed to 21 pc share of Ad Volumes on Radio.
In the Brands category, Vicco Vajradanti Paste topped the list of Jan-Mar’22 followed by LIC Housing Finance. 3 out of 10 Top brands were from LIC India. During Jan-Mar’22, there were total 4.1K+ brands present on Radio.
Three out of Top 10 brands were from BFSI sector and 2 were from F&B sector. Top 10 Brands contributed to 15 pc share of Radio Ad Volumes.
Among the top growing categories, 160+ categories registered Positive Growth. Tooth Pastes saw highest increase in ad secondages with growth of 33 Times followed by Properties/Real Estates with 32 pc growth during Jan-Mar’22 compared to Jan-Mar’21.
In terms of growth pc, Tooth Pastes category witnessed highest growth pc among the Top 10, 33 times in Jan-Mar’22.
In the Leading Exclusive Advertisers and Brands category, 2.2K+ Advertisers & 2.9K+ Brands advertised during Jan-Mar’22 compared to Jan-Mar’21 on Radio.
Zeb It Service was the top Exclusive Advertiser and LIC Dhan Rekha was the top Exclusive Brand during Jan-Mar’22 compared to Jan-Mar’21.
In the Advertising on Radio in leading States and Cities, Gujarat State was on top with 18 pc share of Ad volumes followed by Maharashtra with 17 pc share. Top 5 States accounted for 63 pc of Total Ad Volumes and South Radio Stations accounted for 24 pc share on Radio.
New Delhi topped among the 18 cities followed by Jaipur on 2nd position. Top 10 cities accounted for 68 pc of Total Ad Volumes on Radio.
Among the Top 10 Cities Bouncing Back, Pune saw highest rise in Ad Volumes growth during Jan-Mar’22 (rise of 55 pc) compared to Jan-Mar’21, followed by Hyderabad.
Evening was the most preferred time-band for Advertising on Radio followed by Morning and Afternoon time-bands. Evening & Morning time bands together added more than 65 pc share of ad volumes.
Ad lengths on Radio saw similar share of Ad Volumes in both the Quarter (Jan-Mar’22-21). Ad Commercials with 20-40 secs was most preferred for advertising on Radio during both Period.