Jaipur leads India’s radio ad volumes in H1-2024: TAM AdEx report

The latest half yearly report on radio advertising by TAM Adex for January to June 2024 period (H1-2024) reveals that Jaipur has retained its top position with 9% share of advertising volumes amongst top 18 Indian cities. Nagpur and New Delhi came second and third, respectively.

Amongst states, Gujarat and Maharashtra retained their first and second positions with 20% and 19% ad volume shares, respectively, during H1-2024. Top five states, Gujarat (20%), Maharashtra (19%), Uttar Pradesh (10%), Andhra Pradesh (9%), and Rajasthan (9%), accounted for 67% of the total ad volumes during this period.

Among sectors, services stayed on top controlling 31% share of ad volumes in H1-2024 with auto sector winning 2nd position with 10 % share. The automobile domain stood at No 3 in H1-2023. The other top three sectors—banking/finance/investment being No 3 with 8% share—accounted nearly for 50% share of ad volumes.

Among categories, properties/real estates (16%), hospital/clinics (7%) and cars (7%) emerged as top three categories for radio advertising. Schools and housing/construction loans trailed at No 9, and No 10, respectively with 2% share each of total radio ad volumes.

Incidentally, ‘schools’ was new entrant in the list of top 10 categories during Jan-Jun’24 (H1-2024) over Jan-Jun’23 (H1-2023). The category of cars posted the highest growth at 57% growth in second, while jewellery retail outlets exhibited 27% growth during this period in comparison with their performance during H1-2023.

Among companies, while LIC and Maruti Suzuki retained their No 1 and No 2 ranks of H1-2023 in terms of total ad volumes, the report shows several changes in the next eight positions. For instance, Renault India has made a massive progress moving from No 32 position in H1-2023 to No 9 in H1-2024. The top 3, 4, and 5 positions have been held by LIC Housing Finance, Reliance Retail, and GCMMF (Amul), respectively.

Radio on the rise?

The TAM-AdEx report shows that there has been 2.83% increase in radio ad volumes in H1-2024 vis-à-vis H1-2023, and nine % increase vis-à-vis H1-2022.

Evenings (5.00 PM to 9.59 PM) continues to be the most favoured time band among advertisers controlling 38 % volumes, followed by morning band (6.00 AM to 10.59 AM — 31%) and afternoon (11 AM to 16.59 PM — 29%) with night band (10 PM to 5.59 AM — 2%) being the lowest priority option for advertisers.

Drilling down to secondages, there has been a two % increase (28% from 26%) in <20 second ads while a marginal, one % dip (68 % to 67 %) in 20- to 40-second ads during H1-2024 as compared with the corresponding half-year period of CY-2023.

With the radio advertising showing moderate 2.83 % growth in ad volumes, it will be interesting to see how and whether brands will continue to increase their exposure and ad spends to radio, in the near future.