Radio ad volumes rose almost 2-fold in Jan-Jun’22, compared to Jan-Jun’20: TAM AdEx

Radio Ad Volumes rose almost 2-fold in Jan-Jun’22, compared to Jan-Jun’20, as per TAM AdEx half-yearly report on radio advertising. In first half of the year 2022, ad volumes grew by 62%, compared to same period of 2021.

The Services sector tuned to the top position in Jan-Jun’22-21 with 32% share of the Ad Volumes on Radio, followed by Retail with 11% share during Jan-Jun’22. The Top 3 sectors together accounted for more than 50% share of the Ad Volumes. Personal Care/ Personal Hygiene made it into the Top 10 list for the period of Jan-Jun’22.

Properties/ Real Estates, Hospital/ Clinics, Cars and Housing/ Construction Loans maintained their ranks. Retail Outlets - Jewellers moved up 2 spots to secure the 3rd place. Ecom-Auto Products & Services and Tooth Pastes categories were the new entrants in the Top 10 categories’ list. Retail Outlets - Jewellers, Retail Outlets - Electronics/ Durables, Retail Outlets - Clothing/ Textiles/ Fashion, Ecom-Auto Products & Services and Tooth Pastes categories saw positive rank shifts. Two categories each out of the Top 10 categories belonged to Services, Auto and Retail sectors.

The Top 10 Advertisers contributed to 17% share of the Ad Volumes on Radio. Among the leading Advertisers, Vicco Laboratories jumped more than 100 spots to top the list. Maruti, LIC, Amul and Mother Dairy were the advertisers that remained in the list of Top 10 of H1 of both Y 2022 and Y 2021. Six out of 10 were new entrants in the Top 10 Advertisers’ list on Radio.

The Top 10 Brands contributed 11% share of the Radio Ad Volumes. Vicco Vajradanti Paste topped the brands of Jan-Jun’22, followed by Vicco Turmeric Face Wash. During Jan-Jun’22, there were total 6.9K+ brands present on Radio. Three out of Top 10 brands were from the Services sector and two each were from Retail, BFSI and Personal Care/ Personal Hygiene sectors.

Over 200+ Categories registered positive growth. Properties/ Real Estates among categories saw the highest increase in Ad secondages with growth of 2x, followed by Hospital/ Clinics with 2x growth during Jan-Jun’22, compared to Jan-June’21. In terms of growth %, Face Wash category witnessed highest growth % among the Top 10, that is, 1302 times in the Jan-Jun’22.

According to the TAM AdEx report, 3.9K+ advertisers and 5.1K+ brands exclusively advertised during Jan-Jun’22, compared to Jan-June’21 on Radio. The top 5 exclusive Advertisers included GHV Advanced Care, Zeb It Service, Life Insurance Council, Rochaldas Sons and Ckd Builders & Developers. Among the top 5 Brands were Vicco Turmeric Face Wash, Pristyn Care, LIC Dhan Rekha, Zebpay and Kedias The Kothi.

The Top 5 States accounted for 63% of the total Ad Volumes, while South Radio Stations accounted for 26% share on Radio. Gujarat was the top state with 19% share of the Ad volumes on Radio, followed by Maharashtra with 17% share. New Delhi topped among the 18 cities on Radio, followed by Jaipur in the 2nd position. The Top 10 cities accounted for 69% of the total Ad Volumes on Radio.

Jan-Jun’22 saw Top 10 cities bouncing back, compared to Jan-Jun’21. Jaipur saw the highest rise in Ad Volumes growth during Jan-Jun’22, that is, a rise of 88% compared to Jan-Jun’21, followed by New Delhi.

Evening was the most preferred time-band for advertising on Radio, followed by Morning and Afternoon time-bands. Evening & Morning time bands together added more than 65% share of the ad volumes.

Similar shares of radio ad lengths were observed in both the first halves of Y 2021 and Y 2022. Ad Commercials with 20-40 seconds was most preferred for advertising on Radio during both the periods.


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