Ad volumes on radio up 3% in H1’24 over H1’23

TAM Ad Ex recently launched its half-yearly report on radio advertising for the period January to June 2024, where it revealed that ad volumes during this quarter witnessed growth of 3% compared to Jan-Jun’23.

TAM Ad Ex recently launched its half-yearly report on radio advertising for the period January to June 2024, where it revealed that ad volumes during this period witnessed growth of 3% compared to Jan-Jun’23.

The research organisation monitored more than 110 radio stations, in association with RCS India.

Compared to Jan-June ’22, there was an 9% increase in ad volumes in Jan-Jun’24. Also, ad volumes in Jan-Jun’23 increased by 6% over Jan-Jun’22.

In terms of leading sectors, the services sector solely had 31% share of ad volumes in Jan-June ’24. Also, the auto sector has climbed to the 2nd position in H1’24 over H1’23 with 10% share of ad volumes.

The top 3 sectors - Services, Auto and Banking/Finance/Investment - together accounted nearly for 50% share of ad volumes. Next in line were Retail, Food & Beverage, and Education.

All the top 10 sectors from H1'23 remained in the top 10 in H1'24 with minor rank shifts.

Properties/Real Estates and Hospital/Clinics retained their first and second positions with 16% and 7% shares of ad volumes respectively in H1’24 over H1’23 when it comes to leading categories. Both the categories belonged to the services sector.

Schools were the only new entrants in the top 10 categories in Jan-Jun’24 over Jan-Jun’23.

LIC of India, Maruti Suzuki, LIC Housing Finance, and Reliance Retail were the top advertisers during the quarter.

Six out of 10 were the new entrants in the top 10 advertisers’ list on Radio.

LIC Housing Finance was the leading brand on Radio medium followed by Alishan in Jan-Jun’24.

LIC Jeevan Utsav, Acko General Auto Insurance and Vision 204 were the exclusive brands present in the top 10 list of brands in Jan-Jun’24 over Jan-Jun’23.

Three of the top 10 brands were from Banking/Finance/Investment sector and the other 2 were from Auto sector during H1’24.

Among the growing categories, Cars saw the highest increase in Ad secondages with growth of 57%, followed by Retail Outlets-Jewellers with 29% growth during H1’24 compared to last year’s similar quarter.

In terms of growth percentage, Computer Printers category witnessed highest growth among the Top 10 i.e. 8.3 times in the Jan- Jun’24.

Gujarat and Maharashtra retained their 1st and 2nd positions with 20% and 19% shares of ad volumes respectively during H1’24. Jaipur was the leading city among the 18 cities on Radio followed by Nagpur during the same period.

The top 5 states accounted for 66% of total ad volumes. The top 10 cities accounted for 69% of total ad volumes on Radio.

Evening was the most preferred time-band for advertising on Radio followed by Morning and Afternoon time-bands.

The Evening and Morning time bands together added 69% share of ad volumes.

Ad Commercials with 20-40 seconds were the most preferred for advertising on Radio during both periods. Furthermore, 20-40 seconds ads and less than 20 seconds ads collectively added 94% share of ad volumes on Radio in Jan-Jun’24.