Radio is bouncing back; ad volumes return from BFSI category: Report

• Average ad volumes/day spiked more than 2 folds on Radio in Jun’20 over Apr’20.
• This hike in ad volumes on radio is driven by the Banking, financial services and insurance (BFSI) sector.
• In Jun’20, Nagpur, Indore and Vizag witnessed a 2 fold ad volume growth.
• Ad volumes on Radio started resurging from week 21 after its minimum on week 20-week 25 recorded its highest peak.

The lockdown led to a lot of ad spends being cut down. Sectors like experiential and OOH witnessed almost a complete shutdown. Traditional mediums like radio and print also bore the brunt.

However, TAM’s latest report shows that radio is bouncing back. Average ad volume/day in May’20 rose by 8% compared to Apr’20. This upsurge in radio ads is driven by the Banking, financial services and insurance (BFSI) sector.

Life Insurance category topped the list with 8% share of ad volumes followed by ‘EcomMedia/Entertainment/Social Media’ with 5% share.

Ad volumes for 2 out of Top 10 categories spiked during Apr-Jun'20 compared to Jan-Mar’20 on Radio. Among the Top 10 categories, Personal/Professional Loans had the highest surge in Ads i.e., 74 times during Apr-Jun'20 compared to Jan-Mar’20. Mortgage Loans also recorded 42% rise in ad volumes on Radio.


SBI was the top advertiser with 9% share on radio, followed by LIC at 7%. Among the Top 10 advertisers, ad volumes for SBI rose by 46% on Radio during Apr-Jun’20 compared to Jan-Mar ’20. There were 6 new entrants in the Apr-Jun’20 compared to Jan-Mar’20.

In 4 Metro Cities, ad Volumes on Radio saw a drop of 82% during Apr-Jun ’20. Here, Covid's impact was more noticeable compared to Cities excluding 4 Metros. Considering cities other than 4 Metros, the decline in ad volumes stands at 74% i.e., 8% less compared to 4 Metros.

However, Ad volumes for all 18 Cities saw a growth in Jun'20 over May'20. In Jun’20, Nagpur, Indore and Vizag witnessed 2 fold ad volume growth.