Radio ad vol grew 25% in 2022 over 2021
As per TAM AdEx data, more than 10K advertisers tuned into radio in 2022 with LIC leading the list
The advertising volume on radio grew by 25% in 2022 compared to 2021, shows data from TAM AdEx - Rewinding Y 2022 for Advertising on Radio.
The report stated advertising on radio witnessed 29% growth in 2021 over the COVID-hit 2020. Average ad volumes increased by 18% in the fourth quarter of 2022 compared to the second quarter of the same year. In 2022, March and October recorded the highest ad volume share.
The service sector registered 33% of ad volume, followed by retail at 12%. Also, services, retail, banking/finance/investment together contributed to 50% share of ad volumes. In terms of overall percentage share, the report shows properties and real estate led with 14% ad volume share in 2022, followed by hospitals/clinics, retail outlets-jewellers, and cars. More than 410 categories advertised on radio in the last year.
The report further states LIC India topped both advertisers’ and brands’ lists in 2022. Also, Vicco Laboratories, Reliance Retail, SBS Biotech, and Sobek Auto India observed a positive rank shift as compared to the previous year.
Meanwhile, more than 10,000 advertisers and 13,000 brands tuned in to radio in 2022.
In the growing categories, the report stated that properties/real estates were among categories that saw the highest increase in ad secondages with a growth of 80% followed by hospital/clinics that grew 73% in 2022 as compared to 2021. In terms of growth, the face wash category witnessed the highest growth among the top 10.
Focusing on the most exclusive advertisers in the year 2022, Rochaldas Sons stood as the top exclusive advertiser in 2022 as compared to 2021. More than 6,000 advertisers were aired during 2022 as compared to 2021.
The report also focused on the cities and states, which contributed majorly to the radio sector in 2022. Gujarat and Jaipur had the highest share in terms of radio advertising in 2022.
Out of all the creative trends, ad commercials with 20-40 seconds were the most preferred for advertising on radio during 2021 and 2022.
Also, evening was the most preferred time band on Radio followed by morning and afternoon time bands. As per the report, evening and morning time bands together added more than 65% share of ad volumes.
