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TAM AdEx: Radio Ad Volumes during Jan-Mar’21 grew by 6% over Jan-Mar’20

by Aboli Kadam
April 30, 2021
in Exclusive, Featured
Reading Time: 2 mins read
A A
Ad Volume for the Personal Care/Hygiene sector on Radio grew by 55% in 2021 over 2019: TAM Report
Share Share ShareShare

TAM shared its report on Radio Advertising Report (Jan-Mar’21). The report highlighted Radio Advertising Report (Jan-Mar’21), Leading Sectors on Radio, Leading Categories on Radio, Leading Brands, and many more.

Jan-Mar’21 witnessed a 6% rise in Radio Ad Volumes compared to the same period in Y 2020. Compared to the last quarter of Y 2020, Advertising Volumes on Radio dipped by 12% in Jan-Mar’21. In the span of the last 6 Months, Mar’21 registered the highest Ad Volumes for Radio while the lowest Ad Volumes were recorded in Feb’21.

In Leading Sectors on Radio, Services sector topped with more than 1/4th of Radio Ad Volumes during Jan – Mar’21. The top 3 sectors together added 55% share of Radio Ad Volumes and maintained their positions compared Jan-Mar’20. And the Rank of Auto sector improved from 5th to 4th in Jan-Mar’21 over Jan-Mar’20.

In Leading Categories on Radio, Properties/Real Estates category maintained its 1st position during Jan-Mar’21 with 11% share of Ad Volumes. Life Insurance was the 2nd most advertised category on Radio during Jan-Mar’21. Whereas, Housing/Construction Loans and Cement were the new entrants in the Top 10 list of categories in Jan-Mar’21 compared to Jan-Mar’20.

In Leading Advertisers, LIC of India topped among all the advertisers on Radio during Jan-Mar’21.  Top 10 advertisers together added 21% share of Ad Volumes during Jan-Mar’21. Whereas in Leading Brands, there were total 4.2K+ brands present on Radio advertising. Top 10 brands on Radio were a mix of BFSI and Auto sector. Top 10 brands together added 13% share of Ad Volumes.

2.3K+ advertisers & 3K+ brands exclusively advertised during Jan-Mar’21 compared to Jan-Mar’20 on Radio. The Pfizer was the top exclusive advertiser and brand during Jan-Mar’21 compared to Jan-Mar’20.

Gujarat State was on top with 20% share of Ad volumes on Radio followed by Maharashtra with 16% share. Top 5 States accounted for 63% of total Ad Volumes and South Radio Stations accounted for 26% share on Radio. New Delhi topped among the 18 cities on Radio followed by Jaipur on 2nd position. Top 10 cities accounted for 69% of total Ad Volumes on Radio.

Prime Time was the most preferred time-band on Radio followed by Morning and Afternoon time bands.  Prime Time, Morning & Afternoon time bands together added 73% share of ad volumes.

Ad lengths on Radio seen a similar share of Ad Volumes in both periods.  Ad Commercials with 20-40 sec was most preferred for advertising on Radio during both the periods.

Tags: Radio Ad VolumesTAM AdExTAM Radio Advertising Report

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