Advertising on radio clocked growth of three percent during Jan-Jun 24 compared to the respective phase of the previous year, with services having the highest share of ad volumes of 31% in this period, Tam AdEx half yearly report (Jan-Jun 24) on radio advertising. Furthermore, the top 10 advertisers collectively added 12% share of ad volumes with LIC of India leading the list. In categories, properties/real estate retained its first rank with a 16% share of ad volumes in Jan-Jun24 over the same period last year.
As per the report, six out of top 10 brands are new entrants in the list. It further states that Cars among categories saw the highest increase in ad secondages with growth of 57% followed by Retail Outlets – Jewellers with 29% growth during Jan-Jun24 when compared to the same period of previous year. Moreover, in terms of growth percentage, the computer printers category witnessed the highest growth percentage among the top 10 that is 8.3 times in Jan-Jun 24.
Reportedly, Gujarat was the leading state with 20% share of ad volumes on radio followed by Maharashtra with 19% share. Top five states accounted for 665 of total ad volumes. In cities, Jaipur was the leading city among the 18 cities on radio followed by Nagpur in Jan-Jun 24 with the top 10 cities accounting for 69% of total ad volumes on radio.
From what is understood, evening was the most preferred time band for advertising on radio followed by morning and afternoon time bands. Evening and morning time bands together added 69% share of ad volumes. However, ad commercials with 20-40 seconds were not preferred for advertising on radio during both the periods. Furthermore, 20-40 seconds ad and <20 seconds ad collectively added 94% share of ad volumes on radio in Jan-Jun 24.