Radio ad volumes rebound in Jan-Jun’21, record 22% growth over last year: TAM AdEx

Ad Volumes on Radio saw a drop of 42% during Jan-Jun’20 over Jan-Jun’19 primarily due to the COVID-19 pandemic. However, Ad volumes on Radio rebounded in Jan-Jun’21, with a growth of 22% over Jan-Jun’20, though still not reaching the Jan-Jun’19 level. This was revealed by TAM AdEx in its half-yearly analysis of Radio ad volumes.

March month had highest share of Radio Ad Volumes in both H1’19 and H1’21. In H1’20, Radio Ad Volumes recovered with a sharp rise of 121% in Jun’20 over May’20. Jun’21 registered a rise of 95% in Radio Ad Volumes over May’21.

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Over 360 categories, 4,500 advertisers and 5,500 brands were there on Radio in H1’21, which was lower compared to the H1’19 period. With share of 26%, the Service sector topped during both Jan-Jun’21 and Jan-Jun’20, followed by Food & Beverages in the 2nd place with a share of 14%, which ranked 3rd in Jan-Jun’20. The Top 3 sectors together added 55% share of the Radio Ad Volumes, which were also among the Top 3 during Jan-Jun’20. Meanwhile, the Durables sector moved up by 9 positions to enter among the Top 10 in H1’21 over H1’20.

Properties/ Real Estates topped during both Jan-Jun’21 and Jan-Jun’20, leading with a share of 10%, followed by Hospital/ Clinics. Hospital/Clinics moved up by 3 positions to reach the 2nd rank, replacing Life Insurance. The Top 10 categories had a 41% share of the Radio Ad Volumes. With a jump of 3 positions, Housing/ Construction Loans entered the Top 10 list.

Top Growing categories in Jan-Jun’21

There were 160+ growing Categories during Jan-Jun’21 over Jan-Jun’20. Properties/ Real Estates was among the categories that saw the highest increase in Ad Volumes with a growth of 51%, followed by Hospital/ Clinics with 64% growth during Jan-Jun’21, compared to Jan-Jun’20. In terms of growth percentage, Securities/ Share Broking Organization category witnessed the highest growth percentage among the Top 10, that is, 35x in the Jan-Jun’21 period.

The Top 50 Advertisers on Radio accounted for nearly 39% share of the Ad Volumes. The Top 10 advertisers together added 19% share of the Ad Volumes. LIC of India topped the list during Jan-Jun’21 followed by Maruti Suzuki India, State Bank of India, Amul, etc.

Top 10 Brands of Jan-Jun’21

Over 5,500 Brands were present during Jan-Jun’21. Four of the Top 10 brands belonged to the BFSI sector – LIC, LIC SIIP, SBI Home Loan and SEBI (Securities & Exchange Board of India). The Top 2 brands were from LIC of India. The Top 10 brands together added 10% share of the Radio Ad Volumes.

Over 3,000 exclusive advertisers and over 3,900 exclusive brands advertised during Jan-Jun’21, compared to Jan-Jun’20. Pfizer and LIC SIIP were the top exclusive advertiser and brand, respectively, during Jan-Jun’21.

Over 130 advertisers and over 140 brands advertised consistently on Radio during Jan-Jun’21, compared to Jan-Jun’20. LIC of India and its brand LIC SIIP were the top Consistent advertiser and brand, respectively, during Jan-Jun’21.

State wise share of Ad Volumes during Jan-Jun’21

Gujarat was the top state with 21% share of Radio Ad Volumes, followed by Maharashtra with 16% share. The Top 3 states occupied 46% of the ad pie on Radio in H1’21. New Delhi and Ahmedabad were the Top 2 cities in overall India as well as in their states.