Ad volumes on radio surge by 72%

In the first half of 2023, ad volumes increased by 72% as compared to the same period in 2021. Ad volumes in January-June 2022 grew by 62% over January-June 2021.

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The TAM Media Research’s TAM AdEx-Radio Advertising half yearly report for Jan-Jun 2023 states that Ad volumes in January-June 2023 went up by 72% as compared to the same period in 2022. In the first half of 2023, ad volumes increased by 72% as compared to the same period in 2021. Ad volumes in January-June 2022 grew by 62% over January-June 2021.

Ad volumes during the first half of 2023 have gone up by 6% as compared to the first half of 2022.

LIC of India secured 1st position in the advertisers list of Jan-Jun 2023 followed by Maruti Suzuki India, as per the TAM report.

According to the report, Services was the leading sector that solely acquired 32% share of ad volumes in Jan-Jun2023. There were over 365 categories present in the said period on radio. With 15% and 7% share of ad volume, respectively, Properties/Real Estates and Hospitals/Clinics held their positions in the first half of 2023, as compared to the first half of 2022. The two groups properties/real estates and hospitals/clinics belong to the services industry.

Pan Masala and Multiple Courses were the new additions in the top 10 categories during the first half of 2023, compared to the same period in 2022. Vimal Pan Masala was the leading brand that entered the top 10 list in January-June 2023 over January-June 2022.

In terms of growth, the Ecom-Media/Entertainment/Social Media category witnessed the highest growth percentage among the top 10 categories. The category witnessed a growth of 4.3 times in ad secondages in January-June 2023.

Over 4200 advertisers and about 5700 brands had advertised during the first half of 2023 compared to the first half of 2022 on radio.