Radio suffers a stark de-growth in ad volumes in 2020

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  • The research of the TAM reveals that there is a steady decline in the ad volume of Radio for the past few years.
  • Gujarat was the most active state followed by Maharashtra in brand advertising on the radio while southern states together accounted only 28 percent of ad volumes on the radio.
  • The period from March-May of 2020 saw a sudden de- growth in ad volume due to the economic slowdown with the lockdown

There is a steady decline in the ad volume of Radio for the past few years according to the research of the TAM. The media saw a decrease of 34 percent in the ad volume in the current year compared to January -March 2019 period. 30 percent of the share of the top 10 sectors includes the service sector followed by the banking or finance sector with a share of 14 percent. Food and beverages with a share of 9 percent were the top two sectors in the list. The advertising volumes of 64 percent on the radio for January April 2020 accounted for the top five sectors and the top ten sectors accounted for eighty percent of the ad volumes on the radio in the same period.

These top advertising sectors include real estate (9 percent), life insurance (5 percent), and four-wheelers (4 percent). However, LIC always topped the list this year which is followed by Indian Oil Corporation and PhonePe. It is an interesting fact to note that 9 percent of the top 10 brands advertised on the radio are new entrants except LIC. Gujarat was the most active state followed by Maharashtra in brand advertising on the radio. The southern states together accounted for only 28 percent of ad volumes on the radio.

Even though there is a steady decline in ad volume form 2018, the period from March-May of 2020 saw a sudden de growth in ad volume due to the economic slowdown with the lockdown of Covid-19. There was a decrease of 40 percent in the count of advertising categories and a 65 percent drop in the count of advertisers in the medium. Also, it is observed that the decline in ad volumes come from regional brands.

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