TAM AdEx-Mirroring Y 2020 for Radio Advertising

Mirroring Y 2020 for
Radio Advertising
Source: AdEx India, A Division of TAM Media Research

Advertising Overview on Radio
01
02
Contents
Social Advertisements by Government
03
RADIO
Trends: Lockdown vs. Unlockdown

Highlights
06
07
08
09
01
02
03
04
10
05
Ad Volumes in 2nd halves of Y 2020
compared to Y 2019 registered only 13% drop
which shows a recovery on Radio during
Unlockdown period (H2, 2020).
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.
Services sector had 26% share of Ad Volumes
on Radio followed by BFSI with 12% share
during Y 2020.
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.
Kedia Builders & Colonizers and Kia Sonet
were the top exclusive advertiser and brand
respectively in Y 2020 compared to Y 2019.
Tally of Categories grew by 78% whereas that
for Advertisers and Brands rose nearly by 6
Times during Unlockdown period.
Ministry of Health & Family Welfare and
Govt. of Gujarat topped among the Central
and State govt. Social Ads respectively on
Radio.
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.

1. Advertising overview on Radio
TAM AdEx monitoring more than 90+ Radio Stations (In association with RCS India)
This section mainly focuses on understanding the advertising trends compare to past 5 years,
Monthly Trends, Top Spenders (Categories , Advertisers & Brands), City & State contribution on
Radio Ads.
The advertisements are released by advertisers which find the commercial radio to be a good
medium to take their message to Target Audience.

Trend of Ad Volumes on Radio
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : Y 2016-20* (* till 30th Dec’20)
100 99 103
92
67
Y 2016 Y 2017 Y 2018 Y 2019 Y 2020
Advertising Trends: Y 2016-20*
Index: Y-2016=100
 Y 2018 witnessed growth of 3% in Ad Volumes of Radio and Y 2020 saw 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 Unlockdown period (H2, 2020).
Data till 30th Dec for Y 2020
Count of
Stations
93 92 91 91 91
100
87
H2, 2019 H2, 2020
Trends: 2nd Half, 2019-20*
91 89

Quarterly and Monthly Trend of Avg. Ad Volumes/Day: Y 2020*
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only;
11.1% 10.9%
9.7%
1.7% 1.8%
4.1%
6.2%
8.0%
9.1%
13.1%
13.9%
10.5%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20*
Period : *Jan-30th Dec’20
Lockdown
Period
 Due to Covid-19, lowest Avg. Ad Volumes seen in 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.
211
50
155
250
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20*
Avg. Ad Volumes (in Hrs.) Monthly share of Ad Volumes

 Services sector had 26% share of Ad Volumes on Radio followed by BFSI with 12% share during Y 2020.
 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 Sectors: Personal Healthcare sector tuned up in Top 10 with considerable upsurge
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Period : *Jan-30th Dec’20
Rank Top Sectors: Y 2020*
1 Services 26%
2 Banking/Finance/Investment 12%
3 Food & Beverages 11%
4 Auto 10%
5 Retail 9%
6 Education 5%
7 Personal Accessories 4%
8 Building, Industrial & Land Materials/Equipments 3%
9 Personal Healthcare 2%
10 Durables 2%
1
5
4
3
2
6
7
9
12
10
Others 14%
Rank in Y 2019

Leading Categories : Life Insurance shifted up 7 positions to secure 3rd rank
Source: TAM AdEx
 Properties/Real Estates leads among the categories on Radio with 10% share of Ad Volumes.
 Properties/Real Estates, Cars and Retail Outlets-Jewellers maintained their ranks.
 3 out of Top 10 categories (ranked 5th, 8th and 9th) belonged to Retail sector.
 Multiple Courses category was the new entrant in Top 10 categories’ list.
 Life Insurance, Hospital/Clinics and Ecom-Media/Entertainment/Social Media categories saw positive rank shift.
Period : *Jan-30th Dec’20
1
2
3
4
5
6
7
Properties/Real Estates
Cars
Life Insurance
Hospital/Clinics
Retail Outlets-Jewellers
Ecom-Media/Entertainment/Social Media
Pan Masala
7%
4%
4%
4%
3%
3%
8
9
Retail Outlets-Clothing/Textiles/Fashion
Retail Outlets-Electronics/Durables
Multiple Courses
3%
3%
2%
10
10%
1
2
10
6
5
7
4
3
8
12
Rank: Y 2019
Next 40 Categories 34%
Top 10 Categories [410+]
Note: Figures are based on Secondages for Radio; Commercial ads only;

Top 10 Advertisers (Y 2020*) [8500+]
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 positive rank shift compared to Y 2019.
 Mother Dairy Fruit & Veg, Amazon, GCMMF (Amul) and Ultratech Cement were the new entrant in Top 10 advertisers’
list of Radio.
Leading Advertisers in Y 2020*
Top 10 Advertisers
contributed 17% share
of Ad Volumes on Radio

Rank Top 10 Brands (Y2020*): [10,600+]
1 LIC
2 Rajshri Pan Masala
3 Kamla Pasand Pan Masala
4 LIC Jeevan Shanti
5 SBI Home Loan
6 Maruti Suzuki Arena
7 Star Health & Allied Insurance
8 Ultratech Cement
9 Homeonline.com
10 Maruti Suzuki
 LIC also topped among the brands of Y 2020 followed by Rajashri Pan Masala. LIC moved up by 9 positions to become
1st.
 During Y 2020, there were total 10.6K+ brands present on Radio.
 4 out of Top 10 brands were from BFSI sector and 2 were from F&B sector.
Leading Brands in Y 2020*
Top 10 Brands contributed
9% share of Radio Ad
Volumes

Rank
Top Growing Categories (Y 2020*)
(based on highest increase in Ad Volumes) Growth
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 highest increase in Ad secondages with growth of 82% followed by Mortgage
Loans with 2 Times growth during Y 2020 compared to Y 2019.
 In terms of growth %, Retail Banking category witnessed highest growth % among the Top 10 i.e. 11 Times in the Y
2020.
 4 of the Top 10 categories belonged to BFSI sector and 3 were from F&B sector.
Top Growing Categories : 130+ Categories registered Positive Growth

Rank Top Exclusive Brands (Y 2020*): [6,500+]
1 Kia Sonet
2 Maruti Suzuki S-Cross
3 Kedias The Palm
4 Bhaskarad.com
5 LIC SIIP
6 Paytm First Games
7 Honda H’ness CB 350
8 Centuryprowud Virokill
9 Samsung Galaxy M01 Core
10 Mio Amore
Rank Top Exclusive Advertisers (Y 2020*): [4,900+]
1 Kedia Builders & Colonizers
2 Paytm First Games
3 Mio Amore
4 Life Insurance Council
5 Akshayakalpa Farms & Foods
6 LIC Mutual Fund Asset Management Co.
7 Rajpal Toyota
8 Dastan Residency
9 Tenshi Life Sciences
10 Thyrocare Technologies
 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 Auto sector.
Leading Exclusive^ Advertisers and Brands in Y 2020*
^ Present in Y 2020* and not in Y 2019

Rank Top Cities (Y 2020*)
1 Indore
2 Jaipur
3 New Delhi
4 Nagpur
5 Ahmedabad
6 Bangalore
7 Kolkata
8 Surat
9 Vadodara
10 Chennai
 Gujarat State was on top with 19% share of Ad volumes on Radio followed by Maharashtra with 17% share.
 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 on 2nd position.
 Top 10 cities accounted for 68% of Total Ad Volumes on Radio.
Advertising in leading States and Cities on Radio
17%
19%
9%
7% (Delhi)
7 % 7 %
7%
8 %
8 %
8 %
3% Total 91 Radio Station
States

 New Delhi saw 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 highest increase in Ad Volumes i.e. more than twice during Q4’20 compared to Q3’20.
Top 10 Cities Bouncing Back in Q3 and Q4 compared to Q2
100
Indore Jaipur New Delhi Nagpur Ahmedabad Bangalore Kolkata Surat Vadodara Chennai
Growth Q3 Growth Q4
Index Q2’20=100
(All Cities)
3.8
Times
6
Times
4
Times
4.1
Times
2.1
Times
3.1
Times
2.5
Times
3
Times
3.2
Times
3
Times
2.2
Times
7.1
Times
4.8
Times
4.1
Times
4.6
Times
4.2
Times
5
Times
4.4
Times
4
Times
7
Times
(Compared to Q2)

 In both the Clusters, Ad Volumes on Radio witnessed considerable upsurge during Q3’20 and Q4’20 compared to Q2’20.
 Q4’20 saw 5.9 Times rise for Cluster 1 cities and 4.7 Times rise for Cluster 2 cities compared to Q2’20.
Advertising Trends: 4 Metros (Del, Mum, Kol, Chen) vs. Other Cities
5,105
939
3,107
5,571
Cluster 1 (Del, Mum, Kol, Chen)
14,101
3,616
11,111
17,155
Cluster 2 (excluding 4 Metros)
Ad Volumes (in Hrs.) Ad Volumes (in Hrs.)

Top 10 Categories: [ Total 390+ ] % Share
Properties/Real Estates 10%
Cars 7%
Hospital/Clinics 4%
Retail Outlets-Jewellers 4%
Life Insurance 4%
Retail Outlets-Clothing/Textiles/Fashion 3%
Pan Masala 3%
Ecom-Media/Entertainment/Social Media 3%
Retail Outlets-Electronics/Durables 3%
Multiple Courses 2%
Top 10 Categories: [ Total 340+ ] % Share
Properties/Real Estates 8%
Life Insurance 6%
Cars 6%
Hospital/Clinics 3%
Ecom-Media/Entertainment/Social Media 3%
Retail Outlets-Jewellers 2%
Milk 2%
Health/Accidents General Insurance 2%
Retail Outlets-Electronics/Durables 2%
Housing/Construction Loans 2%
 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.
 Top 10 categories added 39% share of Ad Volumes for Cluster 1 and 43% share for Cluster 2 during Y 2020.
Leading Categories for Cluster 1 and Cluster 2 : Y 2020*
Cluster 2 (Excluding 4 Metros)

 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.
Leading Advertisers for Cluster 1 and Cluster 2 : Y 2020*
Cluster 2 (Excluding 4 Metros)
Rank Top 10 Advertisers: [ Total 2400+ ]
1 LIC of India
2 Mother Dairy Fruit & Veg
3 State Bank of India
4 Maruti Suzuki India
5 Amazon Online India
6 GCMMF (Amul)
7 Hyundai Motor India
8 Samsung India Electronics
9 K P Pan Foods
10 Star Health & Allied Insurance Co.
Rank Top 10 Advertisers: [ Total 7000+ ]
1 Maruti Suzuki India
2 LIC of India
3 K P Pan Foods
4 State Bank of India
5 Hyundai Motor India
6 Samsung India Electronics
7 GCMMF (Amul)
8 Ultratech Cement
9 Amazon Online India
10 Royale Touche Group

 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.
Advertising share by Time Bands on Radio
15%
23%
19%
12%
31%
1%
Early Morning Morning Afternoon Evening Prime Time Night
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

 Ad lengths on Radio seen similar share of Ad Volumes in both the years (Y 2019-20).
 Ad Commercials with 20-40 sec was most preferred for advertising on Radio during both the years.
Ad Size on Radio: Y 2020* and Y 2019
68%
24%
5%
2%
20-40 Sec
<20 sec
45-60 Sec
>60 Sec
68%
26%
5%
2%
20-40 Sec
<20 sec
45-60 Sec
>60 Sec
Ad Length
Y2019
Ad Length
Y2020*

2. Advertising Snapshot during Unlockdown Period compared to Lockdown
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only;
The world has changed due to the pandemic. Advertising industry also witnessed slow
down during the Lockdown Period. Since the Unlock , Businesses are also trying their
best to catch up with changed market scenario. During the Unlockdown period,
Advertising on Radio also saw significant improvement.
In this section, we have showcased the advertising scenario in Unlockdown compared to
Lockdown period on Radio medium.
Unlockdown Period saw 180+ Hours of Average Ad Volumes/Day
5 Times more compared to Lockdown Period
UnLockdown : Jun-Dec’20* (* Till 30th Dec)
Lockdown : Apr-May’20

 5 Times growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period.
 Tally of Categories grew by 78% whereas that for Advertisers and Brands rose by 5.8 Times and 6.1 Times during
Unlockdown period.
Advertising Trends – 5 Times growth during Unlockdown period
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; Unlockdown : Jun-Dec’20* (* Till 30th Dec)
L.D.
L.D.
+5Times
-84%
Y 2 0 2 0
Pre
210+
380+
LD ULD
1030+
5980+
LD ULD
1170+
7180+
LD ULD
Count of
Categories
Count of
Advertisers
Count of
Brands
Growth in Average Ad Volumes/Day Tally of Categories, Advertisers and Brands - Lockdown & Unlockdown
Pre Lockdown : Jan-Mar’20 Lockdown : Apr-May’20
200+
Hrs./Day
U.L.D.
L.D.: Lockdown
U.L.D: Unlockdown

Rank
Top Growing Advertisers- Unlockdown
(based on highest increase in Ad Volumes)
Growth
1 Maruti Suzuki India 20 Times
2 K P Pan Foods New
3 Mother Dairy Fruit & Veg 27 Times
4 LIC of India 2 Times
5 Hyundai Motor India 6 Times
6 Samsung India Electronics 312 Times
7 GCMMF (Amul) 135 Times
8 Zota Healthcare 2514 Times
9 Kia Motors Corporation New
10 Amazon Online India 694 Times
Rank
Top Growing Categories- Unlockdown
(based on highest increase in Ad Volumes)
Growth
1 Properties/Real Estates 21 Times
2 Cars 19 Times
3 Retail Outlets-Jewellers 21 Times
4 Pan Masala 34 Times
5 Hospital/Clinics 4 Times
6 Retail Outlets-Electronics/Durables 32 Times
7 Multiple Courses 7 Times
8 Retail Outlets-Clothing/Textiles/Fashion 52 Times
9 Cellular Phones-Smart Phones 469 Times
10 Two Wheelers 24 Times
 In the Unlockdown period, Properties/Real Estates among categories and Maruti Suzuki among advertisers saw highest
increase in Ad secondages with growth of more than 20 Times compared to Lockdown period.
 In terms of growth %, Cellular Phones-Smart Phones category and Zota Healthcare advertiser witnessed highest
growth % among the Top 10.
170+ Categories and 340+ Advertisers saw Positive Growth during Unlockdown Period
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Commercial ads only; UnLockdown : Jun-Dec’20* (* Till 30th Dec)
Lockdown : Apr-May’20

3. Social Advertisements by Government on Radio
Source: TAM AdEx Note: Figures are based on Secondages for Radio; Social ads by Government only Period : *Jan-30th Dec’20
During Y 2020*, 53% of Social ads by Govt. were from different Central
Government bodies
In this section, we have analyzed trends of Social Ads by Govt. on Radio during Y 2020.
The Category covers ads by Central and State government bodies to spread awareness around various social
Schemes. In Y 2020 there was a surge in Social ads to help inform and educated the public on various
measures during Covid-19 pandemic.

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.
Source: TAM AdEx Note: Figures are based on ad insertions of Social Ads by Govt. on TV, Print and Radio Period : *Jan-30th Dec’20
31%
69%
Y 2020*

 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.
Trend of Social Advertising by Govt.: Mar-Apr saw a surge in Ads
1,173
858
1,400
1,171
244
455
589
334 354
535
441
632
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20*
Ad
Volumes
(In
Hrs)
100
80
Y 2019 Y 2020*
Trend in Social Govt. Ads
Y 2020* over Y 2019
Index: Y 2019=100 Period: Y 2020*
Higher Ad
Volumes due to
Covid Related
Social Ads
Monthly Trends of Social Govt. Advertising – Y 2020*

Top 5 Advertisers (State Govt.) % Share
Govt of Gujarat 17%
Govt of West Bengal 13%
Govt of Delhi 13%
Govt of Madhya Pradesh 4%
Dept of Health & Family Welfare (WB) 3%
Top 5 Advertisers (Central Govt.) % Share
Ministry of Health & Family Welfare 26%
Reserve Bank of India 17%
Dept of Income Tax 7%
Indian Navy Organisation 7%
Govt of India 4%
 Ministry of Health & Family Welfare and Govt. of Gujarat topped among the Central and State govt. advertisers
respectively.
 Top 5 advertisers of Central and State govt. added 61% and 50% share of social advertising by Govt. respectively.
During Y 2020*, 53% of Social ads by Govt. were from different Central Government bodies
Central
State
Y 2020*- Total 70+ Central Govt. Advertisers Y 2020*- Total 200+ State Govt. Advertisers
53%
47%

Vinita Shah
For any queries write to: [vinita.shah@tamindia.com]
Website Link: www.tamindia.com

TAM AdEx-Mirroring Y 2020 for Radio Advertising

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TAM AdEx-Mirroring Y 2020 for Radio Advertising