Advertising volumes on radio rose 162% in June-July 2020: TAM AdEx

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Updated: Sep 09, 2020 11:09 AM

According to the data, LIC India emerged as the biggest spender

Ad volumes share of all cities, except Trivandrum, was higher in Jul'20 compared to Jun'20.Ad volumes share of all cities, except Trivandrum, was higher in Jul’20 compared to Jun’20.

After a severe drop due to coronavirus pandemic, advertising volumes on radio grew 162% in June-July 2020 as opposed to April-May 2020, according to the data released by AdEx India, a division of TAM Media Research. Out of this, the four metro cities– Delhi, Mumbai, Kolkata and Chennai– saw 223% growth, while the non-metro cities witnessed 323% growth.  Meanwhile, LIC of India topped the advertising charts across Indian radio platforms as it emerged as the biggest spender.

In the non-mtero cities, Properties/Real Estates emerged as the most advertised category with 8% share of ad volumes followed by Cars with 7% share. Multiple Courses and Life Insurance claimed the third and the fourth position with 6% share, while Retail Outlets-Clothing/Textiles/Fashion trailed at the fifth spot with 4% share. Top five categories on Radio Stations of non-metro cities accounted for 32% share of ad volumes.

Cities – Excluding 4 Metros
Top 5 Categories% Share
Properties/Real Estates8%
Cars7%
Multiple Courses6%
Life Insurance6%
Retail Outlets-Clothing/Textiles/Fashion4%

 

Interestingly, LIC India emerged as the biggest spender in the non-metro cities with 5% share of ad volumes followed by Maruti Suzuki India and Muthoot Financial Enterprises with 3% share, each. Alishan and K P Pan Foods trailed behind at the fourth and fifth position with 2% share, each.

Cities – Excluding 4 Metros
Top 5 Advertisers% Share
LIC of India5%
Maruti Suzuki India3%
Muthoot Financial Enterprises3%
Alishan2%
K P Pan Foods2%

As for the metros, the top five categories accounted for 34% of the ad volume, with Life Insurance leading the charts with 13% share of the ad volume. Cars claimed the second spot with 7% share of ad volumes followed by Hospital/Clinics at 6% share. Trailing behind at the fourth and the fifth position were Ecom-Media/Entertainment/Social Media and Mortgage Loans categories with 44% share of ad volumes, each. 

 

Cluster 1
Top 5 Categories% Share
Life Insurance13%
Cars7%
Hospital/Clinics6%
Ecom-Media/Entertainment/Social Media4%
Mortgage Loans4%

Top five advertisers on Radio Stations of 4 metros contributed 29% share of ad volumes. Similar to non-metro cities, LIC of India topped the list with 12% share of ad volumes, followed by SBI (State Bank Of India) with 6% share. With an increase in ad volume share, Muthoot Financial Enterprises maintained its third position in metro cities’ radio stations with 4% share. Amazon Online India and Mevero INC claimed the fourth and fifth position with 3% share, each.

Cluster 1
Top 5 Advertisers% Share
Life Insurance Corporation of India12%
SBI (State Bank Of India)6%
Muthoot Financial Enterprises4%
Amazon Online India3%
Mevero INC3%

Read Also: Work That Speaks – Top 10 Ads Video Countdown August 2020

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