Top radio advertisers in 2020: TAM AdEx report


In the second half of the 2020 calendar, radio advertising volumes fell 13 percent compared to 2019. 

TAM AdEx-Mirroring Y 2020 for Radio Advertising Reports reported that radio advertising volume grew by 3% in 2018 and declined by 33% in 2020 compared to 2016. 

Q4’20 radio advertising volumes increased fivefold compared to Q2’20.  By 2020, there were more than 10,600 brands of radio.  More than 4900 advertisers and 6500 brands advertised exclusively on the radio in 2020 compared to 2019.  Three of the top 10 exclusive brands belong to the auto sector. 

Prime Time (18:00 to 22:59) was my favorite time-band on the radio, followed by morning (09:00 to 11:59) and afternoon (12:00 to 15:59) time bands.  Together they accounted for 73 percent of ad volumes. 

In 2019 and 2020, 20-40-second-long Ad commercials were preferred for advertising on the radio. 

The unlocked period saw an average of more than 180 hours of ad volume per day, which is five times longer than the lockdown period.  The number of categories increased by 78%, while the number of advertisers and brands increased 5.8 times and 6.1 times during the unlocked period. 

During the unlocked period, properties / real estate by segment and Maruti Suzuki among advertisers recorded the highest increase in advertising seconds. 

Four of the top 10 brands are from the BFSI sector and two are from the food and beverage (F&B) sector.  In the service sector, BFSI accounted for 26 percent of radio advertising volume and 12 percent by 2020.  The top three regions added 50 percent of the ad volume. 

Due to Covid-19, the lowest average advertising volumes seen in the second quarter covering the lock period Ad volumes on the radio showed a V-shaped recovery in Q3’20 and Q4’20.  Radio advertising volumes that witnessed double-digit share during the festival have been restored to pre-lockdown status. 

LIC tops the list of 2020 advertisers, Maruti Suzuki LIC moved up five places to number one.  Mother Dairy Fruit & Wedge, Amazon, GCMMF (AMUL), and Ultratex Cement have been named as the Radio Top 10 Advertisers. 

Life insurance between segments grew by 82% in most advertising seconds.  Mortgage lending has more than doubled in 2020 compared to 2019. 

LIC and Rajshree Pan Masala topped the list of 2020 brands.  LIC moved up nine places to number one. 

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