Radio advertising volume recorded 20% growth in January-March 2022, compared to the same period last year, according to data released by AdEx India, a division of TAM Media Research. According to the AdEx data, the service sector appeared at the top of the radio advertising charts and accounted for 30% share of advertising volume, followed by banking / finance / investment with 14% share, while food and beverage took third place with 10% share. The top three sectors together added a 50% share of ad volume. Interestingly, the education sector entered the top 10 list.
Property / property players topped the list of top 10 categories with 12% share followed by Hospital / clinics with 6% share of the pie. While the car category stood in third place with a five percent share. properties / properties, retail-jewelers and cement maintained their ranks. Interestingly, two categories each belonged to the top 10 categories of services, BFSI and the retail sector. In addition, the retail stores-clothing / textiles / fashion category was the new player on the list of the top 10 categories. the categories hospital / clinics, cars, life insurance and retail-electronics / durable goods experienced positive rankings in January-March 2022.
Vicco Laboratories emerged as the most advertised brand followed by the LIC of India. According to the data, the top 10 brands accounted for 21% of radio ad volume. Vicco Laboratories, Ultratech Cement, Bank Of Baroda and Reliance Retail saw a positive ranking change and entered the top 10 advertisers list on radio.
Vicco Vajradanti Paste emerged as the most advertised brand followed by LIC Housing Finance. According to the data, the top 10 brands accounted for 15% of radio ad volume. Three of the 10 most advertised brands this year were from the LIC and BFSI sectors, while two were from the F&B sector. During Jan-Mar’22, over 4,150 brands were present on Radio.
As for states, most of the advertising came from Gujarat, as the state accounted for 18% of the total radio advertising, followed by Maharashtra with 17% share of the advertising volume cake. The top five states accounted for 63% of total ad volumes, and South Radio Stations accounted for a 24% share of Radio. Out of this, Delhi topped among the 18 cities on Radio followed by Jaipur. Top 10 cities accounted for 68% of the total ad volume on radio.
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