According to TAM AdEx Report on Rewinding year 2022 for Advertising on Radio, ad volumes increased by 25pc and 8pc in 2022 as compared to 2021 and 2018, respectively. Since Covid hit year 2020, advertising on Radio medium witnessed more than 25pc growth year on year, 29pc growth in Y 2021 over Y 2020 and 25pc in Y 2022 over Y 2021.
Average ad volumes in fourth quarter of Y 2022 boost by 18pc as compared to second quarter of the same year. In terms of ad volume share, Mar’22 and Oct’22 stand out among all the months of Year 2022.
Among Leading Sectors, Services led with 33pc share of ad volumes on Radio followed by Retail with 12pc share during Y 2022. Top three sectors together accounted more than 50pc share of Ad Volumes. F&B slipped to fourth place and got replaced by Retail.
In the Leading Categories, Properties/Real Estates topped the list by 14pc share of ad volumes. Properties/Real Estates, Hospital/Clinics, Retail Outlets-Jewellers and Cars maintained their ranks. Ecom-Media/Ent./Social Media ascended by seven positions to rank 8th. More than 410 categories advertised on Radio during Y 2022.
Among the Leading Advertisers, LIC topped the list of Y 2022 followed by Maruti Suzuki. They both were on top even in Y 2021. Vicco Laboratories, Reliance Retail, SBS Biotech and Sobek Auto India observed positive rank shift as compared to Y 2021. More than 10K advertisers tuned in Radio for advertising in Y 2022. Top 10 Advertisers contributed to 14pc share of Ad Volumes on Radio.
In the Leading Brands, LIC Housing Finance topped the list of Y 2021-22. Two out of 10 Top brands were related to LIC India. There were total 13K+ brands present on Radio during Y 2022. Three out of Top 10 brands were from Retail sector and two each were from BFSI and Personal Care/Personal Hygiene sectors. Top 10 Brands contributed 7pc share of Radio ad volumes.
250+ categories registered positive growth in the Top Growing Categories. Properties/Real Estates saw highest increase in ad secondages with growth of 80pc followed by Hospital/Clinics with 73pc growth during Y 2022 compared to Y 2021. Face Wash category witnessed highest growth percent of 1344 Times among the Top 10 in the Y 2022. Four of the Top 10 categories belonged to Services Sector and two from Retail sector.
6.3K+ Advertisers Exclusively aired during Y 2022 as compared to Y 2021 on Radio. Rochaldas Sons was the Top Exclusive Advertiser. Six Advertisers among the Top 10 Exclusive belonged to Services sectors.
Gujarat State was on top with 18pc share of ad volumes on Radio closely followed by Maharashtra with 17.8pc share. Top five States accounted to more than 60pc of total ad volumes and South Radio Stations accounted for 26pc share. Jaipur topped among the 18 cities followed by New Delhi on second position. Top 10 cities accounted for 67pc of total ad volumes on Radio.
Evening was the most preferred time-band on Radio followed by Morning and Afternoon time-bands. Evening & Morning time bands together added more than 65pc share of ad volumes.
Ad lengths on Radio saw almost similar ad insertion share trend in both the years (Y 2021-22). Ad Commercials with 20 – 40 secs was the most preferred for advertising on Radio during both the years.