Ad volumes in January-June 2023 on radio increased by 72% compared to the same period in 2022. Compared to the first half of 2021, there was an increase in ad volumes of 72% in the first half of 2023. Ad volumes in January-June 2022 increased by 62% over January-June 2021. Furthermore, ad volumes grew during the first half of 2023 by six percent as compared to the first half of 2022, according to a TAM report.
Services was the leading sector, acquiring a 32% share of ad volumes in the first half of 2023. Moreover, the top three sectors together accounted for approximately 50% share of ad volume. Durables was the only new entrant in the top 10 sectors.
There were more than 365 categories present in the first half of 2023 on the radio. Properties/Real Estates and Hospital/Clinics retained their positions with 15% and seven percent shares of ad volumes respectively in the first half of 2023 over the first half of 2022. Interestingly, both categories belonged to the services sector. LIC Of India was the top advertiser in the advertiser’s list of January-June 2023 followed by Maruti Suzuki India.
Pan Masala and Multiple Courses were the new entrants in the top 10 categories in the first half of 2023 over the same period in 2022. Vimal Pan Masala was the leading brand that entered the top 10 list in January-June 2023 over January-June 2022. The top 10 advertisers together contributed to a 14% share of ad volumes on the radio.
Ecom-Media/Entertainment/Social Media category witnessed a growth of 4.3 times in ad secondages in January-June 2023 among the top 10 growing categories.
More than 4200 advertisers and 5700 brands advertised during the first half of 2023 compared to the first half of 2022 on radio. Gujarat was the leading state with a 20% share of ad volumes on Radio followed by Maharashtra with a 17% share.
Jaipur took the top spot in cities with an eight percent share of ad volumes during the first half of 2023 over the same period in 2022. The top five states accounted for 66% of total ad volume while the top 10 cities accounted for 69% of total ad volumes on radio.
The evening was the most preferred time-band on the radio for advertising followed by morning and afternoon time bands. Evening and morning time bands together added 69% share of ad volumes. Ad commercials with 20-40 seconds were most preferred for advertising on radio during both periods while 20-40 seconds ads and greater than 20 seconds ads collectively added 94% share of ad volumes on the radio in the first half of 2023.