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7% growth in advertising on radio in Q1 2024 compared to the respective phase last year: TAM report

Advertising on radio clocked growth of seven percent during Jan-March 24 compared to the respective phase of the previous year, with services having the highest share of ad volumes of 31% in this period, TAM AdEx quarterly report (Jan-March 24) on radio advertising states. Furthermore, the top 10 advertisers collectively added 14% share of ad volumes with LIC of India leading the list. In categories, properties or real estate retained its 1st rank with a 16% share of ad volumes in Jan-March24 over the same period last year.

As per the report, three out of the top 10 brands are from banking, financial services and insurance (BFSI) sector. It further states that properties or real estate was the top growing category in terms of increase in ad secondages followed by cars in Jan-March24 compared to the same period of 2023. Moreover, a total of 3.3 thousand exclusive brands were advertised during Jan-Mar’24 compared to the first quarter of 2023 with LIC Jeevan Utsav leading the chart.

Reportedly, Jaipur was the top city with nine percent share of ad volumes where Gujrat became the leading state with 19% share of the same. Top five states accounted for 65% of the total ad volumes.

From what it is understood, ad volumes per station witnessed growth of seven percent during Jan-Mar’24 compared to Jan-Mar’22. But, ad volumes per station of Jan-Mar’23 remained unchanged compared to Jan-Mar’22. It is also mentioned that advertisers preferred evening time bands the most to invest followed by morning and afternoon time bands. Evening and morning time bands together added 69% share of ad volumes. Ad commercials with 20-40 secs were most preferred for advertising during both Jan-March 24 and Jan-March23. Financial Express

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