LIC of India, Maruti Suzuki top advertisers in H1'23 on radio: TAM AdEx
Jan-Jun’23 witnessed a 6% growth compared to last year's H1
TAM AdEx recently released its half-yearly report on radio advertising. The research body monitored more than 110 Radio Stations (In association with RCS India), mainly focussing on understanding the advertising trends compared to past years: Monthly Trends, Top Spenders (Categories, Advertisers and Brands), City and State contributions on radio ads.
As compared to January to June 2021, there was a significant increase in ad volumes of 72 per cent from January to June 2023, the report stated. Also, ad volumes from January to June 2022 increased by 62 per cent over the H1 of 2021. Moreover, ad volumes during Jan-Jun’23 witnessed a growth of six per cent compared to last year’s first half.
The ‘Services’ sector alone had a 32 per cent share of ad volumes in Jan-Jun’23, in terms of top sectors that advertised. Also, the ‘Food and Beverages’ sector ascended to second position in H1’23 over H1’22 with a nine per cent share of ad volumes. The top three sectors together accounted for a 50 per cent share of ad volumes. ‘Durables’ was the only new entrant in the top 10 sectors during Jan-Jun’23 over Jan-Jun’22.
When it comes to the top categories, ‘Properties/Real Estates’ and ‘Hospital/Clinics’ retained their first and second positions with 15 per cent and seven per cent shares of ad volumes respectively in the first half of 2023 over the last year. Furthermore, ‘Pan Masala’ and ‘Multiple Courses’ were the only new entrants in the top 10 categories in Jan-Jun’23 over Jan-Jun’22.
LIC of India was the leading advertiser in H1 of 2023. Maruti Suzuki, Vishnu Packaging and Kedia Homes were the ones at the following positions.
Vimal Pan Masala was the leading brand on Radio medium followed by Kedia Sezasthan in Jan-Jun’23. Kedia Sezasthan and Himalaya Ashvagandha were the exclusive brands present in the top 10 list of brands in Jan-Jun’23 over Jan-Jun’22.
‘Ecom-Media/Entertainment/
Gujarat and Maharashtra led the chart of top cities advertised via radio, with 20 per cent and 17 per cent shares of ad volumes. The top five states accounted for 66 per cent of total ad volumes.
Evening was the most preferred time band for advertising on radio followed by Morning and Afternoon time bands. Ad commercials with 20-40 seconds were most preferred for advertising on radio during both periods.
