Radio Savours 3% Ad Volume Jump In H1 2024 YoY

Compared to the first half of 2023, radio advertising volumes climbed by 3 per cent in 2024 (January to June).

The most recent estimate from TAM Adex indicates that this year's ad volumes increased by 9 per cent when compared to the same period in 2022.

The study also showed that, compared to the first half of 2022, advertising volumes rose by 6 per cent in 2023. More than 110 radio stations are watched over by TAM AdEx.

With a 31 per cent share of ad volumes in the first half of the year, services led the list of industries using the medium for advertising. In the meantime, the car industry held a 10 per cent stake, with the remaining industries being BFSI, retail, food and beverage, and education, each holding an 8 per cent share.

In terms of categories, the survey also showed that real estate and properties accounted for 16 per cent of the overall ad volume during the specified period, while autos and hospitals/clinics accounted for 7 per cent and retail stores/jewellers for 6 per cent.

In the first half of 2024, LIC was the biggest advertiser on radio. Other top advertisers included Maruti Suzuki, LIC Housing Finance, Reliance Retail, Amul, SBS Biotech, Tata Motors, Alishan, Renault India, and Hyundai Motor India.

Six out of ten of the top 10 radio advertisers were brand-new entries.

According to the data, during the first half of 2024 compared to the same period in 2023, autos witnessed the largest increase in ad secondages across all categories, growing by 57 per cent. Retail outlets-jewellers followed with a growth of 29 per cent.

Additionally, radio advertisements were most frequently scheduled for the evening, followed by the morning and afternoon time slots. In the meantime, the combined ad volumes from the evening and early time zones contributed a 69 per cent share.

Radio advertisements lasting between twenty and forty seconds were the most popular during both times. In the first half of 2024, the combined share of radio ad volumes for 20–40 seconds and <20 seconds ads was 94 per cent.

During the first half of 2024, the states of Gujarat and Maharashtra accounted for 20 per cent and 19 per cent of the total ad volumes, respectively. In the first half of 2024, Jaipur ranked top out of 18 cities on radio, followed by Nagpur.