Mumbai: TAM AdEx India has released its half-yearly report on radio advertising for Jan-Jun'24, which showed a three per cent rise in ad volumes compared to the same period in 2023.

The services sector remained the top contributor with thirty-one per cent of total ad volumes. The auto sector climbed to second place with ten per cent, followed by banking/finance/investment at eight per cent. Together, the top three sectors accounted for nearly fifty per cent of the total ad volumes. The top ten sectors remained consistent from 2023, with minor rank shifts.

In the top ten categories, 'properties/real estates' and 'hospital/clinics' retained first and second positions, contributing sixteen per cent and seven per cent of ad volumes, respectively. 'Cars' moved up to third position, recording a fifty-seven per cent growth in ad volumes. 'Retail outlets-jewellers' grew by twenty-nine per cent, while 'multiple courses' and 'schools' entered the top ten categories.

LIC of India held the top spot among advertisers, followed by Maruti Suzuki India. The top ten advertisers accounted for twelve per cent of the ad volumes, with LIC Housing Finance being the leading brand, followed by Alishan and LIC Jeevan Utsav. Notably, three brands in the top ten were from the banking/finance/investment sector, and two were from the auto sector.

Gujarat led the states with a twenty per cent share, followed closely by Maharashtra at nineteen per cent. Among cities, Jaipur topped the list, contributing nine per cent of ad volumes, with Nagpur and New Delhi following.

Evening time (5 pm to 9:59 pm) was the most preferred time band for advertising, contributing thirty-eight per cent of ad volumes, followed by the morning and afternoon slots. Ads of twenty to forty seconds in duration were the most popular, contributing sixty-seven per cent of total ad volumes. Shorter ads (under twenty seconds) saw an increase in share compared to the previous year.