TAM AdEx: Ad volume on radio grew 5 times in Q4’20; LIC, Maruti Suzuki top advertisers

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dEx India, a division of TAM Media Research launched a report on a flashback to 2020 where the report talked about advertising overview on Radio, trends. The report titled ‘Mirroring Y 2020 for Radio Advertising‘ reveals that ad volumes in 2nd halves of Y 2020 compared to Y 2019 registered only a 13% drop which shows a recovery on Radio during the Unlockdown period (H2, 2020).

Also, Q4’20 recorded 5 times rise in Radio ad volumes compared to Q2’20. Radio ad volumes recovered to pre-lockdown level during the festive period where it witnessed double-digit share.

The services sector had a 26% share of ad volumes on Radio followed by BFSI with a 12% share during Y 2020. Properties/Real Estates leads among the categories on Radio with 10% Ad Volumes’ share in Y 2020.

LIC topped among both advertisers and brands on Radio during Y 2020. Life Insurance among categories saw the highest increase in Ad secondages with a growth of 82% followed by Mortgage Loans with 2 Times growth in Y 2020 compared to Y 2019.

Overall the tally of Categories grew by 78% whereas that for advertisers and brands rose nearly by 6 times during the Unlockdown period.

Advertising overview on radio:

Trend of ad volumes on radio

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Y 2018 witnessed growth of 3% in Ad Volumes of Radio and Y 2020 saw a 33% decline compared to Y 2016. Compared to Y 2019, drop reduced to 27% in Y 2020. Ad Volumes in 2nd halves of Y 2020 compared to Y 2019 registered only 13% drop which shows a recovery on Radio during the Unlockdown period (H2, 2020).

Quarterly and monthly trend of avg. ad volumes/day: Y 2020

Due to Covid-19, lowest Avg. Ad Volumes were seen in the 2nd quarter which includes the lockdown period. Ad Volumes on Radio shown a v-shaped recovery in Q3’20 and Q4’20. Radio Ad Volumes recovered to Pre-Lockdown level during the festive period where they witnessed double-digit share.

Leading sectors:

The Personal Healthcare sector tuned up in the Top 10 with a considerable upsurge

The services sector had a 26% share of Ad Volumes on Radio followed by BFSI with a 12% share during Y 2020. The top 3 sectors together added nearly 50% share of Ad Volumes.

Personal Healthcare sector was the new entrant in Top 10 sectors’ list and BFSI, F&B, and Building, Industrial & Land Materials/Equipments observed positive rank shift.

Leading categories :

Life Insurance shifted up 7 positions to secure 3rd rank

Properties/Real Estates leads among the categories on Radio with a 10% share of Ad Volumes. Properties/Real Estates, Cars, and Retail Outlets-Jewellers maintained their ranks. 3 out of the Top 10 categories (ranked 5th, 8th, and 9th) belonged to the Retail sector.

Multiple Courses category was the new entrant in the Top 10 categories’ list. Life Insurance, Hospital/Clinics and Ecom-Media/Entertainment/Social Media categories saw a positive rank shift.

Leading Advertisers in Y 2020:

Top 10 advertisers (Y 2020[8500+]  X  Rank  (Y 2019)

1.  LIC of India 6
2.  Maruti Suzuki 1
3.  State Bank of India 7
4.  K P Pan Foods 2
5.  Hyundai Motor India 3
6.  Mother Dairy Fruit & Veg 150
7.  Samsung India Electronics 10
8.  Amazon Online India 45
9.  GCMMF (Amul) 41
10. Ultratech Cement 14

LIC topped the advertiser list of Y 2020 followed by Maruti Suzuki. LIC moved up by 5 positions to become 1st. LIC, SBI, and Samsung observed a positive rank shift compared to Y 2019.

Mother Dairy Fruit & Veg, Amazon, GCMMF (Amul), and Ultratech Cement were the new entrants in the Top 10 advertisers’ list of Radio. The top 10 Brands contributed a 9% share of Radio Ad Volumes.

Top Growing Categories:

More than 130 categories registered positive growth

Top growing categories – Y 2020 (based on highest increase in ad volumes)

1  Life Insurance 82%
2  Mortgage Loans 2 Times
3  Retail Outlets-Medical/Pharmacy Stores 6 Times
4  Sweets/Other Milk Products 4.3 Times
5  Edible Oil 64%
6  Tooth Pastes 4.9 Times
7  Retail Banking 11 Times
8  Housing/Construction Loans 27%
9  Real Estate Consultants 5.3 Times
10  Milk 30%

Life Insurance among categories saw the highest increase in Ad secondages with a growth of 82% followed by Mortgage Loans with 2 Times growth during Y 2020 compared to Y 2019.

In terms of growth %, the Retail Banking category witnessed the highest growth % among the Top 10 i.e. 11 Times in the Y 2020. 4 of the Top 10 categories belonged to the BFSI sector and 3 were from the F&B sector.

Leading exclusive advertisers and brands in Y 2020

4.9K+ advertisers & 6.5K+ brands exclusively advertised during Y 2020 compared to Y 2019 on Radio. Kedia Builders & Colonizers and Kia Sonet were the top exclusive^ advertiser and brand respectively during Y 2020 compared to Y 2019. 3 of the Top 10 exclusive brands belonged to the Auto sector.

Advertising in leading States and Cities on radio

Gujarat State was on top with a 19% share of Ad volumes on Radio followed by Maharashtra with a 17% share. The top 5 States accounted for 61% of Total Ad Volumes and South Radio Stations accounted for 26% share on Radio. Indore topped among the 18 cities on Radio followed by Jaipur in 2nd position. The top 10 cities accounted for 68% of Total Ad Volumes on Radio.

Top 10 cities bouncing back in Q3 and Q4 compared to Q2

New Delhi saw the highest rise in Ad Volumes during Q3’20 as well as Q4’20 i.e. rise of 4.1 Times and 7.1 Times respectively compared to Q2’20. Chennai observed the highest increase in Ad Volumes i.e. more than twice during Q4’20 compared to Q3’20.

Advertising trends: 4 Metros (Del, Mum, Kol, Chen) vs. other Cities

In both the Clusters, Ad Volumes on Radio witnessed considerable upsurge during Q3’20 and Q4’20 compared to Q2’20.

Q4’20 saw a 5.9 Times rise for Cluster 1 cities and 4.7 Times rise for Cluster 2 cities compared to Q2’20.

Leading vategories for Cluster 1 and Cluster 2: Y 2020

In both the Clusters, Properties/Real Estates topped on Radio with 8% share in Cluster 1 and 10% share in Cluster 2. 7 of the Top 10 categories (underlined) were common between both Clusters.

The top 10 categories added 39% share of Ad Volumes for Cluster 1 and 43% share for Cluster 2 during Y 2020.

Leading advertisers for Cluster 1 and Cluster 2: Y 2020

LIC of India topped among the Top 10 advertisers of Cluster 1 and was 2nd in Cluster 2 list. 8 of the Top 10 advertisers (underlined) were common between both Clusters.

Top 10 advertisers added 22% share of Ad Volumes for Cluster 1 and 17% share for Cluster 2 during Y 2020.

Advertising share by time bands on radio

Prime Time was the most preferred time-band on Radio followed by Morning and Afternoon time-bands. Prime Time, Morning & Afternoon time bands together added 73% share of ad volumes.

Ad Size on Radio: Y 2020 and Y 2019

Ad lengths on Radio seen a similar share of Ad Volumes in both years (Y 2019-20). Ad Commercials with 20-40 sec was most preferred for advertising on Radio during both the years.

Advertising snapshot during Unlockdown oeriod compared to Lockdown

Unlockdown Period saw 180+ Hours of Average Ad Volumes/Day 5 Times more compared to Lockdown Period

Advertising trends 

5 Times growth in average Ad Volumes/Day was seen during the Unlockdown period compared to the Lockdown period.

The overall tally of Categories grew by 78% whereas that for Advertisers and Brands rose by 5.8 Times and 6.1 Times during the Unlockdown period.

170+ Categories and 340+ Advertisers saw Positive Growth during Unlockdown Period

In the Unlockdown period, Properties/Real Estates among categories and Maruti Suzuki among advertisers saw the highest increase in Ad secondages with the growth of more than 20 Times compared to the Lockdown period.

In terms of growth %, Cellular Phones-Smart Phones category and Zota Healthcare advertiser witnessed the highest growth % among the Top 10.

Social advertisements by Government on radio

During Y 2020, 53% of Social ads by Govt were from different Central Government bodies. Share of Social Ads by Govt on Radio compared to other Traditional Mediums

On Radio, Social Ads by Government added 31% share of Ad Insertions in Y 2020.

The trend of social advertising by Government

During Y 2020, 53% of Social ads by Govt. were from different Central Government bodies. There was a decline of 20% during Y 2020 over Y 2019 in Social Ads by Govt. Ad Volumes surged during Mar’20 and Apr’20 due to Covid – 19 related Social Ads by Govt.

Ministry of Health & Family Welfare and Govt. of Gujarat topped among the Central and State govt. advertisers respectively.

The top 5 advertisers of Central and State govt. added 61% and 50% share of social advertising by Govt. respectively.

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