Radio ad volume increased by 25 per cent in 2022 : TAM AdEx

Radio advertising witnessed V shape over the last five years

Mumbai : TAM AdEX has released a report on advertising on radio. TAM AdEx monitored more than 110 Radio Stations (In association with RCS India) This primarily focuses on understanding advertising trends in comparison to previous years: monthly trends, top spenders (categories, advertisers & brands) and contributions from cities and states on radio ads. 

Radio advertising has grown in a V shape over the last five years. Radio ad volume increased by 25 per cent and 8 per cent  in 2022 as compared to 2021 and 2018, respectively. Since the year 2020, advertising on radio has increased by more than 25 per cent year on year. Specifically, growth of 29 per cent in 2021 over 2020 and 25 per cent in 2022 over 2021.

Ad volumes increased by 18 per cent in the fourth quarter of 2022 compared to the second quarter of the same year.  In terms of ad volume share, March 2022 and October 2022 stand out among all the months of 2022

In 2022, the services sector accounted for 33 per cent of radio ad volumes, with the retail sector accounting for 12 per cent.  The top three sectors accounted for more than half of all ad volume.  F&B slipped to fourth place in  2022, where the retail sector took its place.

Properties/real estates, hospitals/clinics, retail outlets, jewellers and cars maintained their ranks.  Ecom-Media/Ent./Social Media ascended by seven positions to rank 8th on radio in  2022.  During 2022, more than 410 categories will be advertised on radio.

LIC topped the advertiser list for 2022, followed by Maruti Suzuki. LIC was on top even last year.  Vicco Laboratories, Reliance Retail, SBS Biotech and Sobek Auto India observed positive rank shifts as compared to  2021.  More than 10000 advertisers tune in radio for advertising in  2022. 

LIC Housing Finance topped the brand list of  2021 2022. Two out of ten top brands were related to LIC India.  During  2022, there were a total 13000 brands present on Radio. Three of the top ten brands were from the retail industry, with two each from the BFSI and personal care/personal hygiene industries.

Among the categories, properties and real estate saw the greatest increase in advertising spending, increasing by 80 percent, followed by hospitals and clinics, which increased by 73 percent in 2022 compared to 2021.  In terms of growth  per cent, face wash category witnessed the highest growth  per cent  among the top ten i.e. 1344 Times in the  2022.  Four of the top ten categories were in the services sector, with two in the retail sector.

In 2022, 63000 advertisers exclusively aired on radio, compared to 2021.  Rochaldas Sons was the top exclusive advertiser during  2022 as compared to  2021.  Six advertisers among the top 10 exclusively belonged to services sectors.

Gujarat State was on top with 18 per cent  share of Ad volumes on Radio closely followed by Maharashtra with 17.8 per cent  share.  The top five states accounted for more than 60 per cent of total ad volumes, and radio stations in the south accounted for 26 per cent of radio share.  Jaipur topped the list of 18 cities on the radio, with New Delhi coming in second.  The top ten cities accounted for 67 percent of total radio ad volume.

The evening was the most popular time slot on radio, followed by the morning and afternoon.  Evening & Morning time bands together added more than 65 per cent  share of ad volumes.

Ad lengths on radio saw almost similar ad insertion share trends in both the years ( 2021 & 22).  Ad commercials with 20 to 40 secs were the most preferred for advertising on Radio during both the years.

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