The Ad Volumes on Radio saw a drop of 42% during Jan-Jun’20 over Jan-Jun’19 but rebounded in Jan-Jun ’21, with a growth of 22% over the corresponding period. In H1’20, Radio Ad Volumes recovered with a sharp rise of 121% in Jun ’20 over May ’20. Jun ’21 registered an increase of 95% in Radio Ad Volumes over May ’21, as per TAM AdEx Half-yearly Advertising Report on Radio medium.
The number of Categories, Advertisers, and Brands remained lower in H1 ’21 compared to the H1’19 period. The service sector topped during both Jan-Jun ’21 and Jan-Jun’20, followed by Food & Beverages in 2nd place, which ranked 3rd in Jan-Jun’20. The Top 3 sectors together added 55% share of Ad Volumes which were also among the Top 3 during Jan-Jun ’20.
Properties/ Real Estates topped during both Jan-Jun’21 and Jan-Jun’20, followed by Hospital/ Clinics. Hospital/ Clinics moved up by three positions to reach 2nd rank replacing Life Insurance. The Top 10 categories had a 41% share of Ad Volumes.
Properties/ Real Estates among categories saw the highest increase in Ad Volumes with a growth of 51%, followed by Hospital/Clinics with 64% growth during Jan-Jun’21 compared to Jan-Jun’20. In terms of growth percent, the Securities/Share Broking Organization category witnessed the highest growth % among the Top 10, i.e. 35 Times in Jan-Jun ’21.
LIC of India topped the list during Jan-Jun’21, followed by Maruti Suzuki India. The top 10 advertisers together added a 19% share of Ad Volumes. The top 2 brands were from the LIC of India. The Top 10 brands together added a 10% share of Ad Volumes. 3K+ exclusive advertisers & 3.9K+ exclusive brands advertised during Jan-Jun’21 compared to Jan-Jun’20. Pfizer and LIC SIIP were the top exclusive advertiser and brands, respectively, during Jan-Jun ’21.
130+ Consistent advertisers & 140+ Consistent brands advertised during Jan-Jun’21 compared to Jan- Jun ’20. LIC of India and its brand LIC SIIP were the top Consistent advertiser and brands respectively during Jan- Jun ’21.
Gujarat was the top state with a 21% share of Ad Volumes, followed by Maharashtra with a 16% share. The Top 3 states occupied 46% of ad pie on Radio in H1’21. New Delhi & Ahmedabad were Top 2 cities in overall India as well as in their states.
Impact of Covid on Radio Ads
Ad Volumes on Radio saw a significant decline of 61% during Covid Wave I over Pre Covid Period but recovered with a notable 183% growth during Unlock Phase over Wave I.
Properties/Real Estates category holds the 1st two positions in Pre Covid, Unlock Phase and WaveII periods.
Properties/Real Estates and Anywhere Banking categories saw the highest increase in Ad seconds in Wave II compared to Wave I and Unlock Phase, respectively.
Properties/Real Estates category holds the 1st two positions in Pre Covid, unlock, and Wave II periods.
In Unlock Phase, active Advertisers and Brands both were up by more than 70% over Wave I. In Wave II, the tally of Advertisers and Brands rose by 15% and 18%, respectively, over Wave I.
1,900+ and 1,500+ exclusive advertisers present on Radio in Wave II compared to Wave I and Unlock Phase, respectively. 5 out of Top 10 exclusive advertisers were common during Wave II compared to Wave I and Unlocked Phase.