Radio ad volumes up 20% in January-March 2022: TAM Adex

According to the TAM AdEx cross media study for radio advertising, ad volumes increased by 20% from January to March 2022 compared to January to March 2021.

Property/real estates was the most popular category, accounting for 12% of total ad volume. Hospitals and clinics climbed two spots to take second place. With 12 percent, 3%, and 2%, respectively, properties and real estates, retail outlets, jewellers, and cement retained their positions. Two of the top ten categories were services, banking, finance, and investment, and the retail industry. Clothing, textiles, and fashion retail outlets were the newest additions to the top ten categories list. Positive rank shifts were seen in the categories of hospitals and clinics, automobiles, life insurance, and electronics and durables retail shops.

Click here to attend IMAGEXX 2022

Vicco Laboratories topped the top 10 advertising list for January to March 2022, followed by LIC of India. Even in the same quarter last year, LIC was on top. In comparison to 2021, Vicco Laboratories, Ultratech Cement, Bank Of Baroda, and Reliance Retail saw a positive rank shift in 2022. Vicco Laboratories, Ultratech Cement, Bank Of Baroda, and Reliance Retail were among the newcomers to the radio advertiser list.

The top ten brands accounted for 15% of total radio ad volume. Vicco Vajradanti Paste came out on top of the 2022 brand rankings, followed by LIC Housing Finance. LIC was linked to three of the top ten brands.

In terms of percent increase, the dental pastes category had the largest growth rate among the Top 10, at 33 times in 2022.

From January to March 2022, Zeb It Service was the top exclusive advertiser and brand. 

According to the survey, Gujarat State led the way with 18 percent of radio ad volume, followed by Maharashtra with 17 percent.

The top five states together accounted for 63% of overall ad volumes, with South radio stations accounting for 24% of total radio stations. On Radio, New Delhi came out on top of the 18 cities, with Jaipur coming in second.

The top ten cities accounted for 68 percent of overall ad volume. Pune saw the biggest increase in ad volume growth, with a 55 percent increase from January to March 2021. Hyderabad comes in second with 43% of the ad volume.

The evening time-band was the most popular for radio advertising, followed by the morning and afternoon time-bands. The evening and morning time periods combined accounted for more than 65 percent of total ad volume.

Radio ad lengths had a similar share of ad volumes in both quarters (January to March 2022-2021). During both decades, 20-40 second advertisements were the most popular for radio advertising.