Radio ad volumes recovered to pre-Lockdown level during festive period: TAM AdEx

Radio Ad Volumes recovered to pre-Lockdown level during the festive period, where it witnessed double digit share, as per TAM AdEx. Ad Volumes on Radio showed a V-shaped recovery in Q3’20 and Q4’20. Q4’20 recorded 5x rise in Radio Ad Volumes compared to Q2’20.

Due to COVID-19, lowest average Ad Volumes were seen in Q2 of 2020, which includes the lockdown period. Ad Volumes in the second halves of 2020 compared to Y 2019 registered only a 13% drop, which shows a recovery on Radio during the Unlockdown period (H2, 2020). Compared to 2019, the drop reduced to 27% in 2020.

The Services sector had 26% share of Ad Volumes on Radio, followed by BFSI with 12% share during 2020. Top 3 sectors together added nearly 50% share of Ad Volumes. Personal Healthcare sector was the new entrant in Top 10 sectors’ list and BFSI, F&B and Building, Industrial & Land Materials/ Equipment observed positive rank shift.

Properties/ Real Estates lead among the categories on Radio, with 10% Ad Volumes’ share in 2020. Properties/ Real Estates, Cars and Retail Outlets-Jewellers maintained their ranks. Three out of Top 10 categories (ranked 5th, 8th and 9th) belonged to Retail sector. Multiple Courses category was the new entrant in Top 10 categories’ list. Life Insurance, Hospital/ Clinics and Ecom-Media/ Entertainment/ Social Media categories saw positive rank shift.

LIC topped among both advertisers and brands on Radio during 2020, followed by Maruti Suzuki. LIC moved up by 5 positions to become No. 1. LIC, SBI and Samsung observed positive rank shift compared to 2019. Mother Dairy Fruit & Veg, Amazon, GCMMF (Amul) and Ultratech Cement were the new entrants in Top 10 advertisers’ list of Radio.

Top 10 Brands contributed 9% share of Radio Ad Volumes. LIC also topped among the brands of 2020, followed by Rajashri Pan Masala. LIC moved up by 9 positions to become 1st. During 2020, there were total 10.6K+ brands present on Radio. Four out of Top 10 brands were from the BFSI sector, while two were from the F&B sector.

Among categories, 130+ Categories registered positive growth. Life Insurance among categories saw highest increase in Ad secondages with growth of 82%, followed by Mortgage Loans with 2 Times growth in 2020, compared to 2019. In terms of growth percentage, Retail Banking category witnessed the highest growth percentage among the Top 10, that is, 11x in 2020. Four of the Top 10 categories belonged to the BFSI sector, while three were from the F&B sector.

Tally of Categories grew by 78%, whereas that for Advertisers and Brands rose nearly by 6x during the Unlockdown period.

4.9K+ advertisers & 6.5K+ brands exclusively advertised during 2020, compared to 2019 on Radio. Kedia Builders & Colonizers and Kia Sonet were the top exclusive advertiser and brand, respectively, during 2020, compared to 2019. Three of the Top 10 exclusive brands belonged to the Auto sector.

Ministry of Health & Family Welfare and Government of Gujarat topped among the Central and State government Social Ads, respectively, on Radio.


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