According to the TAM report, the Cars category recorded the highest increase in ad secondages, growing by 57% in 2024 compared to 2023, followed by Retail Outlets – Jewellers, which saw a 42% rise.
Mumbai: Radio Ad Volumes Surge 80% in 2024 vs. 2020; Gujarat Tops with 18% Share
Radio advertising in India witnessed remarkable growth in 2024, with ad volumes per station increasing by 80% compared to 2020, according to a TAM report. The medium saw a 77% surge in 2023 and an 80% rise in 2024, further registering a 2% increase in 2024 over 2023.
Quarterly & Category Trends
Ad volumes on Radio showed consistent growth throughout 2024, with Q4 registering an 18% increase over Q2. Among categories, Cars recorded the highest jump in ad secondages at 57% growth, followed by Retail Outlets – Jewellers at 42% compared to 2023. Mortgage Loans, Corporate/Brand Image, and Toothpastes saw over twofold growth in 2024.
Sector & Advertiser Insights
- Top 10 sectors—including Services, Education, and Durables—retained their positions from 2023, collectively contributing 89% of total ad volumes in 2024.
- Maruti Suzuki India led the list of advertisers, followed by LIC of India, with three new entrants making it to the top 10 list in 2024.
- Jeena Sikho Lifecare emerged as an exclusive top advertiser, ranking 6th in 2023 before breaking into the top 10 brands in 2024.
- New brand entrants in 2024 included Maruti Suzuki Arena, Malabar Gold & Diamonds, LIC Jeevan Utsav, Manappuram Loan Against Gold, and Acko General Auto Insurance.
- Over 5,700 new advertisers featured on Radio in 2024 compared to the previous year.
Regional & Time-Band Preferences
- Gujarat led with an 18% share of total ad volumes, followed closely by Maharashtra at 16%. The top 5 states contributed over 60% of total Radio ad volumes.
- Jaipur topped the list of 18 cities, followed by New Delhi, while the top 10 cities collectively accounted for 62% of ad volumes.
- Evening (followed by Morning) was the most preferred time-band, together making up 69% of ad volumes.
- 20-40 second ad commercials were the most preferred format, though shorter ads (under 20 seconds) saw increased frequency in 2024.
The continued rise in Radio advertising signals strong growth potential, with brands leveraging the medium for wider audience engagement.
