TAM shared its report on Radio Advertising Report (Jan-Mar’21). The report highlighted Radio Advertising Report (Jan-Mar’21), Leading Sectors on Radio, Leading Categories on Radio, Leading Brands, and many more.
Jan-Mar’21 witnessed a 6% rise in Radio Ad Volumes compared to the same period in Y 2020. Compared to the last quarter of Y 2020, Advertising Volumes on Radio dipped by 12% in Jan-Mar’21. In the span of the last 6 Months, Mar’21 registered the highest Ad Volumes for Radio while the lowest Ad Volumes were recorded in Feb’21.
In Leading Sectors on Radio, Services sector topped with more than 1/4th of Radio Ad Volumes during Jan – Mar’21. The top 3 sectors together added 55% share of Radio Ad Volumes and maintained their positions compared Jan-Mar’20. And the Rank of Auto sector improved from 5th to 4th in Jan-Mar’21 over Jan-Mar’20.
In Leading Categories on Radio, Properties/Real Estates category maintained its 1st position during Jan-Mar’21 with 11% share of Ad Volumes. Life Insurance was the 2nd most advertised category on Radio during Jan-Mar’21. Whereas, Housing/Construction Loans and Cement were the new entrants in the Top 10 list of categories in Jan-Mar’21 compared to Jan-Mar’20.
In Leading Advertisers, LIC of India topped among all the advertisers on Radio during Jan-Mar’21. Top 10 advertisers together added 21% share of Ad Volumes during Jan-Mar’21. Whereas in Leading Brands, there were total 4.2K+ brands present on Radio advertising. Top 10 brands on Radio were a mix of BFSI and Auto sector. Top 10 brands together added 13% share of Ad Volumes.
2.3K+ advertisers & 3K+ brands exclusively advertised during Jan-Mar’21 compared to Jan-Mar’20 on Radio. The Pfizer was the top exclusive advertiser and brand during Jan-Mar’21 compared to Jan-Mar’20.
Gujarat State was on top with 20% share of Ad volumes on Radio followed by Maharashtra with 16% share. Top 5 States accounted for 63% of total Ad Volumes and South Radio Stations accounted for 26% share on Radio. New Delhi topped among the 18 cities on Radio followed by Jaipur on 2nd position. Top 10 cities accounted for 69% of total Ad Volumes on Radio.
Prime Time was the most preferred time-band on Radio followed by Morning and Afternoon time bands. Prime Time, Morning & Afternoon time bands together added 73% share of ad volumes.
Ad lengths on Radio seen a similar share of Ad Volumes in both periods. Ad Commercials with 20-40 sec was most preferred for advertising on Radio during both the periods.
