Radio has seen a growth in its advertising volume this year. As per TAM reports, advertising volumes saw a 6 percent growth in the first half of 2023 (between January and June 2023) compared to the same period in 2022. The services sector dominated with a 32 percent share, followed by food and beverages, auto, Retail, and banking/finance/investment, each contributing 9 percent.
The top three sectors collectively commanded 50 percent of ad volumes, with durables being the sole new entrant in the top 10.
Leading categories and advertisers: LIC of India and Maruti Suzuki at the helm
When it comes to categories, properties/real estate and hospital/clinics maintained their leading positions with 15 percent and 7 percent shares of ad volumes, both belonging to the services sector. Pan Masala and Multiple Courses emerged as new entrants in the top 10 categories.
Among advertisers, LIC of India, Maruti Suzuki India, and Vishnu Packaging took the top spots.
When it comes to brands Vimal Pan Masala led the charts, while Kedia Sezasthan and Himalaya Ashvagandha were the two exclusive brands in the top 10 list during H1’23.
Regional trends and time-band preferences
Gujarat and Maharashtra retained their positions with 20 percent and 17 percent shares of ad volumes, respectively. The top five states accounted for 66 percent of total ad volumes. Jaipur led among 18 cities on radio, with New Delhi following closely.
As reported by TAM, evening proved to be the most preferred time-band for advertising, capturing a 69 percent share of ad volumes. Advertisements with 20-40 seconds duration were the most favoured, constituting 94 percent of ad volumes on radio in January-June 2023. The ecom-media/ entertainment/ social media category experienced the highest increase in ad secondages, growing 4.3 times, while multiple courses saw a remarkable 96 percent growth in the period.