Mumbai: According to TAM Media Research’s report on the radio medium – ‘Tam AdEx – Tune-In for Advertising on Radio in 2023’ ad volumes on radio grew by 30% in 2023 as compared to 2019.
The average ad volumes in the fourth quarter of 2023 increased by 19% as compared to the first quarter of the same year. Additionally, there was a 8% surge in ad volumes on radio when comparing 2023 to 2022. Services was the leading sector with 31% share of ad volumes on Radio during 2023.
Properties/Real Estates leads among the categories on radio, with 16% Ad Volumes’ share in 2023. The top 10 advertisers together added 13% share of ad volumes with LIC of India leading the list. LIC of India was followed by Kedia Homes. Also, Kedia Homes was a new entrant in 2023 and secured the second position over 2022. There were five new entrants in the top 10 advertiser list during 2023 compared to 2022. In 2023, more than 10K advertisers were present on radio medium.
Properties/Real Estates had the highest ad secondages with 32% on radio medium during 2023 over 2022.
They were followed by Hospital/Clinics with 40% growth during Y 2023 compared to Y 2022. Additionally, Pan Masala, Corporate-Pharma/Healthcare and Cellular Phones-Smart Phones leads among top 10 categories in terms of highest growth % (i.e. two times) in 2023 over 2022. Together, the top 10 sectors had a collective share of 89% in 2023.
On radio, the top seven categories retained their respective positions during 2023 compared to 2022. Pan Masala was the only new entrant in top categories with 2% share of ad volumes in 2023 over 2022. In 2023, more than 425 categories advertised on radio. Also, the top 10 categories occupied 48% advertising share on radio.
Kedia Sezasthan was an exclusive brand in 2023 that entered the top brands list and secured first position over 2022. In 2023, Vimal Pan Masala ascended to second position compared to its 10th position in 2022. Patanjali Wellness, Reliance Digital, Nissan Magnite and Income Walls.Com were new entrants during 2023 over 2022.
Among the exclusive advertisers in the 2023 compared to 2022, Dera Developers emerged as the top advertiser. Gujarat among states and Jaipur among cities topped in terms of advertising on Radio in 2023. In 2023, more than 5.7 thousand advertisers featured on radio, a change from the preceding year, 2022, when they were not present.
Time Band Preferences For Advertisers: Advertisers on radio preferred the evening timeband during 2023. This was followed by the morning time-band for advertising on radio. Evening and morning time bands together added 69% share of ad volumes.
Gujarat was the leading State with 20% share of ad volumes on radio closely followed by Maharashtra with an 18% share. The top five States accounted more than 60% of total ad volumes. Jaipur topped among the 18 cities on radio followed by Nagpur in second position. The top 10 cities accounted for 69% of total ad volumes on radio.
