According to the data, LIC India emerged as the biggest spender
Ad volumes share of all cities, except Trivandrum, was higher in Jul’20 compared to Jun’20.After a severe drop due to coronavirus pandemic, advertising volumes on radio grew 162% in June-July 2020 as opposed to April-May 2020, according to the data released by AdEx India, a division of TAM Media Research. Out of this, the four metro cities– Delhi, Mumbai, Kolkata and Chennai– saw 223% growth, while the non-metro cities witnessed 323% growth. Meanwhile, LIC of India topped the advertising charts across Indian radio platforms as it emerged as the biggest spender.
In the non-mtero cities, Properties/Real Estates emerged as the most advertised category with 8% share of ad volumes followed by Cars with 7% share. Multiple Courses and Life Insurance claimed the third and the fourth position with 6% share, while Retail Outlets-Clothing/Textiles/Fashion trailed at the fifth spot with 4% share. Top five categories on Radio Stations of non-metro cities accounted for 32% share of ad volumes.
| Cities – Excluding 4 Metros | |
| Top 5 Categories | % Share |
| Properties/Real Estates | 8% |
| Cars | 7% |
| Multiple Courses | 6% |
| Life Insurance | 6% |
| Retail Outlets-Clothing/Textiles/Fashion | 4% |
Interestingly, LIC India emerged as the biggest spender in the non-metro cities with 5% share of ad volumes followed by Maruti Suzuki India and Muthoot Financial Enterprises with 3% share, each. Alishan and K P Pan Foods trailed behind at the fourth and fifth position with 2% share, each.
| Cities – Excluding 4 Metros | |
| Top 5 Advertisers | % Share |
| LIC of India | 5% |
| Maruti Suzuki India | 3% |
| Muthoot Financial Enterprises | 3% |
| Alishan | 2% |
| K P Pan Foods | 2% |
As for the metros, the top five categories accounted for 34% of the ad volume, with Life Insurance leading the charts with 13% share of the ad volume. Cars claimed the second spot with 7% share of ad volumes followed by Hospital/Clinics at 6% share. Trailing behind at the fourth and the fifth position were Ecom-Media/Entertainment/Social Media and Mortgage Loans categories with 44% share of ad volumes, each.
| Cluster 1 | |
| Top 5 Categories | % Share |
| Life Insurance | 13% |
| Cars | 7% |
| Hospital/Clinics | 6% |
| Ecom-Media/Entertainment/Social Media | 4% |
| Mortgage Loans | 4% |
Top five advertisers on Radio Stations of 4 metros contributed 29% share of ad volumes. Similar to non-metro cities, LIC of India topped the list with 12% share of ad volumes, followed by SBI (State Bank Of India) with 6% share. With an increase in ad volume share, Muthoot Financial Enterprises maintained its third position in metro cities’ radio stations with 4% share. Amazon Online India and Mevero INC claimed the fourth and fifth position with 3% share, each.
| Cluster 1 | |
| Top 5 Advertisers | % Share |
| Life Insurance Corporation of India | 12% |
| SBI (State Bank Of India) | 6% |
| Muthoot Financial Enterprises | 4% |
| Amazon Online India | 3% |
| Mevero INC | 3% |
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