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TAM AdEx-Radio Advertising Report (Jan-Mar’21)

TAM AdEx-Radio Advertising Report (Jan-Mar’21) explores how Radio Ad Volumes during Jan-Mar’21 grew by 6% over Jan-Mar’20 — and more.

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TAM AdEx-Radio Advertising Report (Jan-Mar’21)

  1. 1. Source: AdEx India, A Division of TAM Media Research
  2. 2. Highlights 06 07 08 09 01 02 03 04 10 05 Radio Ad Volumes during Jan-Mar’21 grew by 6% over Jan-Mar’20. Compared to Oct-Dec’20, Radio Ad volumes observed a 12% decline in Jan-Mar’21. During the period of Oct’20 – Mar’21, highest Ad Volume on Radio was registered in Mar’21. Services sector had 27% share of Ad Volumes on Radio followed by BFSI with 15% share during Jan-Mar’21. Properties/Real Estates category maintained its 1st position during Jan-Mar’21 with 11% share of Ad Volumes. LIC of India topped among the 3,400+ active advertisers on Radio during Jan-Mar’21. 4 out of Top 10 brands were from LIC of India. Pfizer was the top exclusive advertiser and brand during Jan-Mar’21 compared to Jan- Mar’20. Gujarat state was on top with 20% share of Ad volumes on Radio followed by Maharashtra with 16% share. Prime Time was the most preferred time-band on Radio followed by Morning and Afternoon time-bands. Housing/Construction Loans and Cement were the new entrants in the Top 10 list of categories in Jan-Mar’21 compared to Jan- Mar’20 on Radio. 130+ categories registered a positive growth in Jan-Mar’21 over Jan-Mar’20 on Radio.
  3. 3. Trend of Ad Volumes on Radio Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Mar’20 -21; Oct-Dec’20  Jan-Mar’21 witnessed 6% rise in Radio Ad Volumes compared to same period in Y 2020.  Compared to last quarter of Y 2020, Advertising Volumes on Radio dipped by 12% in Jan-Mar’21. 100 106 Jan-Mar,2020 Jan-Mar,2021 Indexed Growth Jan - Mar'21 vs. Jan - Mar'20 Index: Jan-Mar, 2020=100 100 88 Oct-Dec, 2020 Jan-Mar, 2021 Indexed Growth Jan - Mar'21 vs. Oct - Dec'20 Index: Oct-Dec, 2020=100
  4. 4. Monthly Trends of Radio Ad Volumes Source: TAM AdEx Period : Oct’20 to Mar’21 8.1 8.3 6.5 6.2 5.7 8.4 Oct - 2020 Nov - 2020 Dec - 2020 Jan - 2021 Feb - 2021 Mar - 2021 Radio Ad Volumes (In Hours 000’s)  In the span of Last 6 Months, Mar’21 registered highest Ad Volumes for Radio while the lowest Ad Volumes were recorded in Feb’21.  Mar’21 had 3% more Ad Volumes compared to Oct’20. Monthly Trends : Oct’20 – Mar’21 Note: Figures are based on Secondages for Radio; Commercial ads only;
  5. 5.  Services sector topped with more than 1/4th of Radio Ad Volumes during Jan – Mar’21.  The top 3 sectors together added 55% share of Radio Ad Volumes and maintained their positions compared Jan- Mar’20.  Rank of Auto sector improved from 5th to 4th in Jan-Mar’21 over Jan-Mar’20. Leading Sectors on Radio Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Rank Top Sectors 1 Services 27% 2 Banking/Finance/Investment 15% 3 Food & Beverages 14% 4 Auto 9% 5 Retail 9% 1 2 3 5 4 Rank in Jan-Mar’20 Others (20) 26% Period: Jan – Mar’21
  6. 6.  Properties/Real Estates category maintained its 1st position during Jan-Mar’21 with 11% share of Ad Volumes.  Life Insurance was the 2nd most advertised category on Radio during Jan-Mar’21.  Housing/Construction Loans and Cement were the new entrants in the Top 10 list of categories in Jan-Mar’21 compared to Jan-Mar’20. Leading Categories on Radio Source: TAM AdEx Period: Jan – Mar’21 Note: Figures are based on Secondages for Radio; Commercial ads only;
  7. 7.  Properties/Real Estates among categories saw highest increase in Ad secondages with growth of 28% followed by Corporate – Pharma/Healthcare with 8 times growth during Jan-Mar’21 compared to Jan-Mar’20. Rank Top 10 Growing Categories (Jan-Mar’21) (based on highest increase in Ad Volumes) Growth 1 Properties/Real Estates 28% 2 Corporate-Pharma/Healthcare 8 times 3 Hospital/Clinics 48% 4 Retail Outlets-Jewellers 65% 5 Housing/Construction Loans 93% 6 Securities/Sharebroking Organization 51 times 7 Life Insurance 30% 8 Two Wheelers 3 times 9 Milk 2 times 10 Cars 25% Top Growing Categories : 130+ Categories registered Positive Growth Source: TAM AdEx Period: Jan – Mar’21 compared to Jan-Mar’20 Note: Figures are based on Secondages for Radio; Commercial ads only;
  8. 8.  LIC of India topped among all the advertisers on Radio during Jan-Mar’21.  Top 10 advertisers together added 21% share of Ad Volumes during Jan-Mar’21. Leading Advertisers: Auto and BFSI sector ruled the Top 10 list Source: TAM AdEx Rank Top 10 Advertisers (Jan-Mar’21): [3,400+] 1 LIC of India 2 Maruti Suzuki India 3 Mother Dairy Fruit & Vegetables 4 SBI 5 Pfizer 6 Securities & Exchange Board Of India 7 Honda Motorcycle & Scooter India 8 GCMMF (Amul) 9 LIC Housing Finance 10 Hyundai Motor India Period: Jan – Mar’21 Note: Figures are based on Secondages for Radio; Commercial ads only;
  9. 9.  During Jan-Mar’21, there were total 4.2K+ brands present on Radio advertising.  Top 10 brands on Radio were a mix of BFSI and Auto sector.  Top 10 brands together added 13% share of Ad Volumes. Leading Brands – 4 out of Top 10 brands were from LIC Source: TAM AdEx Rank Top 10 Brands (Jan-Mar’21): [4,200+] 1 LIC 2 Pfizer 3 Mother Dairy Milk 4 SEBI 5 SBI Home Loan 6 LIC Housing Finance 7 LIC SIIP 8 LIC Jeevan Labh 9 Maruti Suzuki 10 Honda Highness CB 350 Period: Jan – Mar’21 Note: Figures are based on Secondages for Radio; Commercial ads only;
  10. 10.  2.3K+ advertisers & 3 K+ brands exclusively advertised during Jan-Mar’21 compared to Jan-Mar’20 on Radio.  Pfizer was the top exclusive advertiser and brand during Jan-Mar’21 compared to Jan-Mar’20. Rank Exclusive^ Advertisers (Jan-Mar’21): [2,300+] 1 Pfizer 2 Securities & Exchange Board Of India 3 Zota Healthcare 4 Baashyaam Constructions 5 Sanwaria Sweets 6 Bhaiyaji Rambhauji Rokade Jewellers 7 Indusind Bank 8 J P Foods 9 Aasaanjobs 10 Roppen Transportation Services Rank Exclusive^ Brands (Jan-Mar’21): [3,000+] 1 Pfizer 2 Mother Dairy Milk 3 SEBI 4 LIC SIIP 5 Honda Hness CB 350 6 LIC Jeevan Anand 7 Dava India 8 Crown Residences 9 Philips Mixer 10 Jiomart.Com Leading exclusive^ Advertiser and Brands in Jan-Mar’21 over Jan-Mar’20 Source: TAM AdEx ^ Present in Jan-Mar’21 and not in Jan-Mar’20 Period: Jan – Mar’21 compared to Jan-Mar’20 Note: Figures are based on Secondages for Radio; Commercial ads only;
  11. 11. Rank Top Cities (Jan-Mar’21) 1 New Delhi 2 Jaipur 3 Ahmedabad 4 Indore 5 Nagpur 6 Bangalore 7 Vadodara 8 Surat 9 Chennai 10 Kolkata  Gujarat State was on top with 20% share of Ad volumes on Radio followed by Maharashtra with 16% share.  Top 5 States accounted for 63% of total Ad Volumes and South Radio Stations accounted for 26% share on Radio.  New Delhi topped among the 18 cities on Radio followed by Jaipur on 2nd position.  Top 10 cities accounted for 69% of total Ad Volumes on Radio. Advertising in leading States and Cities on Radio Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Mar’21 16% 20% 10% 8% (Delhi) 7 % 7 % 6% 8 % 7 % 8 % 3% Total 91 Radio Station States
  12. 12. Top 10 Categories: [ Total 320+ ] % Share Properties/Real Estates 10% Hospital/Clinics 6% Cars 5% Life Insurance 5% Retail Outlets-Jewellers 4% Retail Outlets-Clothing/Textiles/Fashion 3% Housing/Construction Loans 3% Retail Outlets-Electronics/Durables 3% Pan Masala 2% Cement 2% Top 10 Categories: [ Total 250+ ] % Share Properties/Real Estates 12% Life Insurance 8% Cars 5% Housing/Construction Loans 4% Retail Outlets-Jewellers 4% Two Wheelers 3% Hospital/Clinics 3% Corporate-Pharma/Healthcare 3% Retail Outlets-Electronics/Durables 3% Milk 2%  In both the Clusters, Properties/Real Estates topped on Radio with 12% share in Cluster 1 and 10% share in Cluster 2.  7 of the Top 10 categories (underlined) were common between both Clusters.  Top 10 categories added 46% share of Ad Volumes for Cluster 1 and 44% share for Cluster 2 during Jan-Mar’21. Leading Categories for Cluster 1 and Cluster 2 : Jan-Mar’21 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Mar’21 Cluster 2 (Excluding 4 Metros) Cluster 1 (Del, Mum, Kol, Chen)
  13. 13.  LIC of India topped among the advertisers of Cluster 1 and Cluster 2 on Radio.  8 of the Top 10 advertisers (underlined) were common between both Clusters.  Top 10 advertisers added 30% share of Ad Volumes for Cluster 1 and 18% share for Cluster 2 during Jan-Mar’21. Leading Advertisers for Cluster 1 and Cluster 2 : Jan-Mar’21 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Mar’21 Cluster 2 (Excluding 4 Metros) Cluster 1 (Del, Mum, Kol, Chen) Rank Top 10 Advertisers: [ Total 980+ ] 1 LIC of India 2 Mother Dairy Fruit & Vegetables 3 Maruti Suzuki India 4 Honda Motorcycle & Scooter India 5 Baashyaam Constructions 6 SBI 7 Pfizer 8 Securities & Exchange Board Of India 9 LIC Housing Finance 10 GCMMF (Amul) Rank Top 10 Advertisers: [ Total 2900+ ] 1 LIC of India 2 Maruti Suzuki India 3 SBI 4 Mother Dairy Fruit & Vegetables 5 Pfizer 6 GCMMF (Amul) 7 Securities & Exchange Board Of India 8 Hyundai Motor India 9 LIC Housing Finance 10 Joy Alukkas Group
  14. 14.  Prime Time was the most preferred time-band on Radio followed by Morning and Afternoon time-bands.  Prime Time, Morning & Afternoon time bands together added 73% 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; Period : Jan-Mar’21 15% 23% 18% 12% 32% 0.3% Early Morning Morning Afternoon Evening Prime Time Night Early Morning 6:00 to 09:00 Morning 09:00 to 12:00 Afternoon 12:00 to 16:00 Evening 16:00 to 18:00 Prime Time 18:00 to 23:00 Night 23:00 to 06:00
  15. 15.  Ad lengths on Radio seen similar share of Ad Volumes in both the periods.  Ad Commercials with 20-40 sec was most preferred for advertising on Radio during both the periods. Ad Size on Radio: Jan-Mar’21 and Jan-Mar’20 Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Mar’21 68% 25% 6% 1% 20 - 40 Sec < 20 45 - 60 Sec > 60 Sec 67% 26% 5% 2% 20 - 40 Sec < 20 45 - 60 Sec > 60 Sec Ad Length Jan-Mar’20 Ad Length Jan-Mar’21
  16. 16. Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com

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