According to TAM AdEx-Radio Advertising Quarterly Report for Jan-Mar’23, ad volumes/station increased by 20pc compared to Jan-Mar’21, but it was almost similar as compared to Jan-Mar’22.
Among the leading sectors, Services and Banking/Finance/Investment retained their first and second positions during Jan-Mar’23. Top three sectors together accounted for 55pc share of ad volumes. Durables was the new entrant in the Top 10 list.
In the leading categories, Properties/Real Estates, Hospital/Clinics and Cars retained their first, second and third positions respectively during Jan-Mar’23. Out of the Top 10 categories, three of them belonged to Banking/Finance/Investment sector and three of them belonged to Retail sector. Health/Accidents General Insurance and Pan Masala were the only two new entrants in the Top 10 List.
Among leading advertisers, LIC of India bagged the first position during Jan-Mar’23 with 3pc share of ad volumes. HDFC Ergo General Insurance Company, Vishnu Packaging, Indian Oil Corporation & Nissan Motor Corporation were the new entrants in the Top 10 list. Kedia Homes was the exclusive advertiser present during Jan-Mar’23 compared to Jan-Mar’22. Top 10 advertisers contributed to 18pc share of ad volumes on Radio.
In the leading brands, LIC Housing Finance ascended to first position and LIC descended to seventh position during Jan-Mar’23. Apart from LIC Housing Finance & LIC, all the brands were new entrants in the Top 10 list. Top 10 brands contributed 12pc share of Radio ad volumes. Out of the Top 10 brands, five of them belonged to Banking/Finance/Investment sector.
In the top growing categories, over 180 categories registered positive growth. Automotive Fuel witnessed highest increase in ad secondages with growth of 44 Times followed by Pan Masala with 3.7 Times growth during Jan-Mar’23 compared to Jan-Mar’22. In terms of ad volume difference, Properties/Real Estates category witnessed top position with 47pc growth among the Top 10.
Among leading exclusive advertisers and brands, 3k+ advertisers and 3.9k+ brands exclusively promoted during Jan-Mar’23.
Gujarat & Maharashtra retained their first and second positions during Jan-Mar’23. Gujarat was the leading state with 21pc share of ad volumes. Top 5 states accounted for 66pc of total ad volumes.
Jaipur and New Delhi switched their positions, Jaipur was the leading city during Jan-Mar’23 with 8pc share of ad volumes. Top 10 cities accounted for 69pc of total ad volumes on Radio.
Evening was the most preferred time-band on Radio followed by Morning and Afternoon time-bands. Evening and Morning time bands together added 70pc share of ad volumes.
Ad commercials with 20-40 secs was most preferred for advertising on Radio during both period Jan-Mar’23 and Jan-Mar’22.
