TAM AdEx-Advertising Report on Radio_Jan-Sept'24.pdf
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The quarterly report for Jan-Sept '24 highlights a 2% growth in radio advertising volumes compared to the same period in '23, with the services sector maintaining the largest share at 30%. Notable advertisers included LIC of India, which remained the top advertiser, while significant growth was observed in the automobile general insurance category, increasing by 3.6 times. Regions such as Gujarat and Maharashtra led in ad volume share, and evening was identified as the most popular time for radio advertisements.
![Leading Categories : Properties/Real Estates was the leading Category in Jan - Sept’24
Source: TAM AdEx
Properties/Real Estates and Hospital/Clinics retained their 1st and 2nd positions during Jan-Sept’24 over Jan-Sept’23 on Radio
Advertising.
Schools and Coaching/Competitive Exam Centre were new entrants in the top 10 list of categories in Jan-Sept’24 compared to Jan-
Sept’23.
The top 10 categories together accounted for 51% share of ad volumes on Radio Advertising during Jan-Sept’24.
1
2
3
4
5
6
7
Properties/Real Estates
Hospital/Clinics
Cars
Retail Outlets-Jewellers
Retail Outlets-Electronics/Durables
Retail Outlets-Clothing/Textiles/Fashion
Life Insurance
7%
7%
6%
3%
3%
3%
8
9
Multiple Courses
Schools
Coaching/Competitive Exam Centre
3%
1%
1%
10
16%
1
2
3
4
6
5
7
8
13
14
Rank: Jan-Sept’23
Others 49%
Top 10 Categories [390+]
Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Sept’24](https://image.slidesharecdn.com/tamadex-advertisingreportonradiojan-sept24-241226073128-edb7a4c6/85/TAM-AdEx-Advertising-Report-on-Radio_Jan-Sept-24-pdf-6-320.jpg)
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TAM AdEx-Advertising Report on Radio_Jan-Sept'24.pdf
- 2. 06 07 08 09 01 02 03 04 10 05 Jan-Sept’24 observed growth in Ad Volumes by 2% on Radio Advertising compared to Jan- Sept’23. Services Sector retained its 1st position with 30% share of ad volumes during Jan-Sept’24 over Jan-Sept’23 on Radio. Properties/Real Estates and Hospital/Clinics retained their 1st and 2nd positions during Jan- Sept’24 over Jan-Sept’23 on Radio. LIC Of India was the leading advertiser during Jan-Sept’24. 11k+ exclusive brands were present on Radio Advertising during Jan-Sept’24. Gujarat was the leading state with 18% share of Ad volumes on Radio followed by Maharashtra with 16% share. Jaipur retained its 1st position during Jan- Sept’24 compared to Jan-Sept’23. Evening was the most preferred time-band on Radio followed by Morning and Afternoon time-bands. LIC Housing Finance and Vimal Pan Masala ascended to 1st and 2nd positions in Jan-Sept’24 over Jan-Sept’23 on Radio Advertising. In terms of growth %, Automobile General Insurance category witnessed highest growth % among the Top 10 i.e. 3.6 times in Jan-Sept’24.
- 3. Advertising overview on Radio TAM AdEx monitors more than 120+ Radio Stations (In association with RCS India) This section mainly focuses on understanding the advertising trends compared to past years: Monthly Trends, Top Spenders (Categories , Advertisers & Brands), City & State contribution on Radio Ads. 120+
- 4. Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; From Jan to Sep’24, Radio advertising experienced a 2% growth in ad volumes per station compared to the same period in 2023. Index: Jan-Mar’21=100 Period : Jan-Sept’23-24 100 102 Jan-Sep'23 Jan-Sep'24 INDEXED GROWTH IN AD VOLUMES Indexed Ad Volume Growth per station in Jan-Sept’24 over Jan-Sept’23 Index: Jan-Sep’23= 100
- 5. Services & Auto Sector retained their top two positions with 30% & 10% share of ad volumes respectively during Jan- Sept’24 over Jan-Sept’23 on Radio. Top 10 sectors collectively added 89% share of ad volumes in Jan-Sept’24. BFSI Sector ascended to 3rd position with 9% share of ad volumes compared to 5th position in Jan-Sept’23. Leading Sectors: Services Sector retained its 1st position in Jan-Sep’24 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Rank Top Sectors: Jan-Sept’24 1 Services 30% 2 Auto 10% 3 Banking/Finance/Investment 9% 4 Retail 9% 5 Food & Beverages 8% 6 Education 8% 7 Personal Accessories 7% 8 Building, Industrial & Land Materials/Equipments 3% 9 Personal Healthcare 3% 10 Durables 2% 1 2 5 3 4 6 7 10 9 11 Others 11% Rank in Jan-Sept’23 Period : Jan-Sept’24
- 6. Leading Categories : Properties/Real Estates was the leading Category in Jan - Sept’24 Source: TAM AdEx Properties/Real Estates and Hospital/Clinics retained their 1st and 2nd positions during Jan-Sept’24 over Jan-Sept’23 on Radio Advertising. Schools and Coaching/Competitive Exam Centre were new entrants in the top 10 list of categories in Jan-Sept’24 compared to Jan- Sept’23. The top 10 categories together accounted for 51% share of ad volumes on Radio Advertising during Jan-Sept’24. 1 2 3 4 5 6 7 Properties/Real Estates Hospital/Clinics Cars Retail Outlets-Jewellers Retail Outlets-Electronics/Durables Retail Outlets-Clothing/Textiles/Fashion Life Insurance 7% 7% 6% 3% 3% 3% 8 9 Multiple Courses Schools Coaching/Competitive Exam Centre 3% 1% 1% 10 16% 1 2 3 4 6 5 7 8 13 14 Rank: Jan-Sept’23 Others 49% Top 10 Categories [390+] Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Sept’24
- 7. During Jan-Sept’24, the top 10 advertisers together covered 12% share of ad volumes on Radio Advertising. LIC of India retained its 1st position during Jan-Sept’24 over Jan-Sept’23. GCMMF, Hyundai Motor India and Renault India entered the top 10 list of advertisers in Jan-Sept’24 over Jan-Sept’23. 5k+ exclusive advertisers were present during Jan-Sept’24 compared to Jan-Sept’23. Leading Advertisers: LIC OF INDIA retained its 1st position in Jan-Sept’24 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Sept’24 Leading Advertisers: Jan-Sep’24 LIC Of India Maruti Suzuki India Sbs Biotech Lic Housing Finance Gcmmf (Guj Coop Milk Mkt Fed) Tata Motors Reliance Retail Vishnu Packaging Hyundai Motor India Renault India Leading Advertisers: Jan-Sep’23 LIC Of India Kedia Homes Maruti Suzuki India Vishnu Packaging Reliance Retail Sbs Biotech Indian Oil Corporation Lic Housing Finance Sbi (State Bank Of India) Tata Motors Total Advertisers: 8,500+ Total Advertisers: 8,400+
- 8. LIC Housing Finance and Vimal Pan Masala ascended to 1st and 2nd positions in Jan-Sept’24 compared to 3rd and 2nd positions respectively in Jan-Sept’23 on Radio. Out of the top 10 brands present in Jan-Sept’24, 3 of them belonged to LIC of India. The brands LIC Jeevan Utsav, Maruti Suzuki Arena, Manappuram Loan Against Gold, Acko General Auto Insurance, and Malabar Gold And Diamonds featured in the top 10 list for Jan-Sept’24, but not in the top 10 of Jan-Sept’23. Leading Brands: LIC Housing Finance was the leading brand in Jan-Sept’24 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Sept’24 Leading Brands: Jan-Sep’24 LIC Housing Finance Vimal Pan Masala LIC Jeevan Utsav Maruti Suzuki Arena Manappuram Loan Against Gold Acko General Auto Insurance Malabar Gold And Diamonds Alishan LIC Nissan Magnite Leading Brands: Jan-Sep’23 Kedia Sezasthan Vimal Pan Masala LIC Housing Finance Mirchi Plus Patanjali Wellness LIC Alishan Reliance Digital Nissan Magnite HDFC ERGO Health Insurance Total Brands: 11,000+ Total Brands: 10,000+
- 9. Rank Top Growing Categories (Jan-Sept’24) (based on highest increase in Ad Volumes) Growth 1 Cars 60% 2 Retail Outlets-Jewellers 50% 3 Properties/Real Estates 11% 4 Hospital/Clinics 18% 5 Mortgage Loans 3.2 Times 6 Life Insurance 34% 7 Retail Outlets-Electronics/Durables 29% 8 Multiple Courses 30% 9 Corporate/Brand Image 2.9 Times 10 Automobile General Insurance 3.6 Times Cars among categories witnessed highest increase in Ad secondages with growth of 60% followed by Retail Outlets- Jewellers with 50% growth during Jan-Sept’24 compared to Jan-Sept’23. In terms of growth %, Automobile General Insurance category witnessed highest growth % among the Top 10 i.e. 3.6 times in Jan-Sept’24. Top Growing Categories : 150+ Categories registered Positive Growth Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Sept’24
- 10. Rank Top Cities (Jul-Sept’24) 1 Jaipur 2 New Delhi 3 Nagpur 4 Surat 5 Ahmedabad 6 Hyderabad 7 Indore 8 Pune 9 Bangalore 10 Vadodara Compared to Jan-Sept’23, Gujarat and Maharashtra retained their 1st and 2nd positions with 18% and 16% share of ad volumes respectively in Jan-Sept’24. Top 5 States together contributed 62% share of ad volumes in Jan-Sept’24. Jaipur retained its 1st position with 8% share of ad volumes in Jan-Sept’24 compared to Jan-Sept’23. Also, the top 10 cities together covered 62% share of ad volumes in Jan-Sept’24. Leading States and Cities on Radio Advertising during Jan-Sept’24 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; 16% 18% 7% 7% (Delhi) 5% 8% 9% 10% 8% 5% Total 100+ Radio Stations States Period : Jan-Sept’24
- 11. Evening was the most preferred time-band on Radio followed by Morning and Afternoon time-bands on Radio Advertising. Evening & Morning time bands together added 69% share of ad volumes. Advertising share by Time Bands on Radio Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; 31% 29% 38% 2% Morning Afternoon Evening Night Morning 06:00 - 10:59 Afternoon 11:00 - 16:59 Evening 17:00 - 21:59 Night 22:00 - 05:59 Period : Jan-Sept’24
- 12. Ad Commercials with 20-40 seconds was most preferred for advertising on Radio during both the Periods Jan-Sept’23 & Jan-Sept’24. Together, 20-40 seconds and <20 seconds ad size added 95% share of ad volumes on Radio in Jan-Sept’24. Ad Size on Radio: Jul-Sept’23 and Jul-Sept’22 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Sept’24 68% 27% 4% 1% 20-40 Sec < 20 Sec 40-60 Sec > 60 Sec 68% 26% 5% 2% 20-40 Sec < 20 Sec 40-60 Sec > 60 Sec Ad Length Jan-Sept’23 Ad Length Jan-Sept’24
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