TAM data indicates that Real Estate, Cars and Life insurance were among the top three leading categories for Radio Advertising.
TAM AdEx-Mirroring Y 2020 for Radio Advertising includes trends of ad volumes on Radio, Lockdown vs Unlockdown trends, leading advertisers and brands in Y 2020.
Ad volumes in 2nd halve of 2020 registered a 13% drop as compared to 2019, which shows a recovery on Radio during the Unlockdown period. Due to COVID-19, the lowest average ad volumes was seen in the 2nd quarter which includes the lockdown period.
The services sector had a 26% share of Ad Volumes on Radio, followed by BFSI with 12% share during Y 2020. Among the top leading categories, Real Estates topped with 10% share of ad volumes.
LIC topped the leading advertiser list of Y 2020 followed by Maruti Suzuki and State Band of India. LIC was also the top leading brand.
Life Insurance among categories saw highest increase in Ad secondages with growth of 82% followed by Mortgage Loans with 2 Times growth in Y 2020 compared to Y 2019.
On Radio, Social ads by government added 31% share of ad insertions in Y 2020. Ad Volumes surged during Mar’20 and Apr’20 due to COVID-19 related social ads by the government.
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