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.

1. Source: AdEx India, A Division of TAM Media Research

2. Highlights
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09
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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. 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. 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.  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.  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.  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.  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.  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.  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. 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. 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.  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.  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.  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

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