Services was the leading sector that solely acquired 32% share of ad volumes in Jan-Jun’23. Gujarat was the leading state with 20% share of ad volumes on Radio followed by Maharashtra with 17% share.

1. Half Yearly Report
RADIO ADVERTISING
(Jan-Jun’23)

2. 06
07
08
09
01
02
03
04
10
05
Ad volumes in Jan-Jun’23 on Radio
increased by 72% compared to Jan-Jun’22.
Services was the leading sector that solely
acquired 32% share of ad volumes in Jan-
Jun’23.
There were 365+ categories present in Jan-
Jun’23 on Radio.
LIC Of India secured 1st position in the
advertisers list of Jan-Jun’23 followed by
Maruti Suzuki India.
4.2K+ advertisers & 5.7K+ brands exclusively
advertised during Jan-Jun’23 compared to
Jan-June’22 on Radio.
Gujarat was the leading state with 20%
share of ad volumes on Radio followed by
Maharashtra with 17% share.
In Cities, Jaipur ascended to 1st position with
8% share of ad volumes during Jan-Jun’23
over Jan-Jun’22.
Evening was the most preferred time-band
on Radio for advertising followed by
Morning and Afternoon time-bands.
Vimal Pan Masala was the leading brand
that entered the top 10 list in Jan-Jun’23
over Jan-Jun’22.
In terms of growth %, Ecom-
Media/Entertainment/Social Media category
witnessed highest growth % among theTop 10 i.e.
4.3Times in the Jan-Jun’23.

3. Advertising overview on Radio
TAM AdEx monitors more than 110 Radio Stations (In association with RCS India)
This section mainly focuses on understanding the advertising trends compared to past years:
Monthly Trends, Top Spenders (Categories , Advertisers & Brands), City & State contribution on
Radio Ads.
110

4. Ad Volume Trend: Ad Volumes in Jan-Jun’23 witnessed surge of 72%
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only;
 Compared to Jan-Jun’21, there was significant increase in ad volumes of 72% in Jan-Jun’23. Also, ad volumes in Jan-
Jun’22 increased by 62% over Jan-Jun’21.
 Ad Volumes during Jan-Jun’23 witnessed growth of 6% compared to Jan-Jun’22.
100
162
172
Jan-June'21 Jan-June'22 Jan-June'23
TRENDS: JAN-JUN’23 OVER JAN-JUNE’21
Index: Jan-Jun’21=100
Period : Jan-Jun'21-22-23

5.  Services sector solely had 32% share of ad volumes in Jan-Jun’23. Also, Food & Beverages sector ascended to 2nd position
in H1’23 over H1’22 with 9% share of ad volumes.
 Top 3 sectors together accounted for 50% share of ad volumes.
 Durables was the only new entrant in the top 10 sectors during Jan-Jun’23 over Jan-Jun’22.
Leading Sectors: Services sector retained its 1st position in Jan-Jun’23
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only;
Rank Top Sectors: Jan-Jun’23
1 Services 32%
2 Food & Beverages 9%
3 Auto 9%
4 Retail 9%
5 Banking/Finance/Investment 9%
6 Education 8%
7 Personal Accessories 5%
8 Building, Industrial & Land Materials/Equipments 4%
9 Personal Healthcare 3%
10 Durables 3%
1
4
5
2
3
7
6
9
10
11
Others 6%
Rank in Jan–June’22
Period : Jan-Jun'22-23

6. Leading Categories: Cars ascended to 3rd position in Jan-Jun’23
Source: TAM AdEx
 Properties/Real Estates & Hospital/Clinics retained their 1st and 2nd positions with 15% & 7% shares of ad volumes respectively in
H1’23 over H1’22. Both the categories belonged to Services sector.
 Pan Masala and Multiple Courses were the only new entrants in the top 10 categories in Jan-Jun’23 over Jan-Jun’22.
1
2
3
4
5
6
7
Properties/Real Estates
Hospital/Clinics
Cars
Retail Outlets-Jewellers
Retail Outlets-Clothing/Textiles/Fashion
Pan Masala
Life Insurance
7%
5%
5%
4%
3%
2%
8
9
Retail Outlets-Electronics/Durables
Multiple Courses
Housing/Construction Loans
2%
2%
2%
10
15%
1
2
4
3
6
21
7
5
13
9
Rank: Jan–Jun’22
Next 40 Categories 33%
Top 10 Categories [365+]
Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Jun'22-23

7. Top 10 Advertisers (Jan-Jun’23) [6,600+]
Rank
(Jan-June’22)
LIC of India 3
Maruti Suzuki India 2
Vishnu Packaging 32
Kedia Homes 101
LIC Housing Finance 6
Indian Oil Corporation 109
Reliance Retail 4
SBI (State Bank of India) 16
SBS Biotech 7
HDFC ERGO General Insurance Co 5598
 Maruti Suziki India retained its 2nd position in Jan-Jun’23 compared to Jan-Jun’22.
 5 out of 10 were the new entrants in Top 10 advertisers’ list on Radio.
Leading Advertisers: LIC of India ascended to 1st position in Jan-Jun’23
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only;
Top 10 Advertisers
contributed 14% share of
ad volumes on Radio
Period : Jan-Jun'22-23

8. Rank Top 10 Brands (Jan-Jun’23): [8,280+]
1 Vimal Pan Masala
2 Kedia Sezasthan
3 LIC Housing Finance
4 HDFC ERGO Health Insurance
5 LIC
6 Patanjali Wellness
7 Alishan
8 Nissan Magnite
9 Himalaya Ashvagandha
10 Reliance Digital
 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.
 3 out of Top 10 brands were from Banking/Finance/Investment sector and the other 3 were from Services sector during H1’23.
Leading Brands: Top 10 Brands contributed 9% share of Radio Ad Volumes
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Jun'22-23

9. Rank
Top Growing Categories (Jan-Jun’23)
(based on highest increase in Ad Volumes) Growth
1 Properties/Real Estates 44%
2 Hospital/Clinics 46%
3 Pan Masala 3.7 Times
4 Cars 36%
5 Ecom-Media/Entertainment/Social Media 4.3 Times
6 Multiple Courses 96%
7 Schools 2.2 Times
8 Retail Outlets-Jewellers 27%
9 Ret Cars 2.5 Times
10 Coaching/Competitive Exam Centre 2.4 Times
 Ecom-Media/Entertainment/Social Media among categories saw highest increase in Ad secondages with growth of 4.3
Times followed by Pan Masala with 3.7 Times growth during Jan-Jun’23 compared to Jan-Jun’22.
 In terms of growth %, Multiple Courses category witnessed highest growth % among the Top 10 i.e. 96%in the Jan-Jun’23.
Top Growing Categories: 210+ Categories registered Positive Growth
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Jun'22-23

10. Rank Top Exclusive Brands (Jan-Jun’23): [5,745+]
1 Kedia Sezasthan
2 Himalaya Ashvagandha
3 Bhutani Avenue 62
4 Sigma Griplock FE 550
5 Smart Bazaar
6 LIC Dhan Varsha
7 Renault Cars
8 Pfizer
9 IOC Servo 4t Xtra
10 Tata Motors
Rank Top Exclusive Advertisers (Jan-Jun’23): [4,225+]
1 Sigma Group Of Companies (KNP)
2 Dera Developers
3 Exide Industries
4 AMFI (Association Of Mutual Funds In India)
5 Anjanikrupa Projects
6 Shell India Markets
7 Som Global Pan Masala
8 Makemytrip India
9 Ashish NX
10 Nihoc International School
 4.2K+ advertisers & 5.7K+ brands exclusively advertised during Jan-Jun’23 compared to Jan-Jun’22 on Radio.
Leading Exclusive^ Advertisers and Brands in Jan-Jun’23
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only;
^ Present in Jan-Jun’23 and not in Jan-Jun’22
Period : Jan-Jun'22-23

11. Rank Top Cities (Jan-Jun’23)
1 Gujarat
2 Maharashtra
3 Uttar Pradesh
4 Andhra Pradesh
5 Rajasthan
6 Delhi
7 Tamil Nadu
8 Madhya Pradesh
9 Karnataka
10 West Bengal
 Gujarat & Maharashtra retained their 1st and 2nd positions with 20% and 17% shares of ad volumes respectively during
H1’23.
 Top 5 States accounted for 66% of total ad volumes.
 Jaipur was the leading city among the 18 cities on Radio followed by New Delhi in Jan-Jun’23.
 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;
17%
20%
7%
8% (Delhi)
6% 10%
5%
11%
6%
8%
2% Total 110 Radio
Station
States
Period : Jan-Jun'22-23

12.  Evening was the most preferred time-band for advertising on Radio followed by Morning and Afternoon time-bands.
 Evening & Morning time bands together added 69% 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;
32%
29%
38%
2%
Morning Afternoon Evening Night
Morning
06:00 - 10:59
Afternoon
11:00 - 16:59
Evening
17:00 - 21:59
Night
22:00 - 05:59
Period : Jan-Jun’23

13.  Ad Commercials with 20-40 seconds was most preferred for advertising on Radio during both the periods.
 20-40 seconds ad and <20 seconds ad collectively added 94% share of ad volumes on Radio in Jan-Jun’23.
Ad Length on Radio: Jan-Jun’23 and Jan-Jun’22
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Jan-Jun'22-23
68%
26%
4%
2%
20-40 sec
<20 sec
45-60 sec
>60 sec
67%
27%
5%
1%
20-40 sec
<20 sec
45-60 sec
>60 sec
Jan-Jun’22
Jan-Jun’23

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