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Promoting volumes on radio rose 6% in January-March 2021: TAM AdEx


Providers sector emerged on the prime of the radio promoting charts accounting for 27% share of advert volumes.

Promoting volumes on radio recorded a 6% development in January-March 2021, when in comparison with the identical interval final yr, in response to the information launched by AdEx India, a division of TAM Media Analysis. As per the AdEx information, whereas the advert volumes have elevated within the first quarter of 2021 as in comparison with final yr, the quarter registered a 12% decline when in comparison with the final quarter of 2020 (October- December). Nevertheless, within the span of the final six months, Mar’21 registered the best advert volumes for radio whereas the bottom advert volumes have been recorded in Feb’21.

Providers sector emerged on the prime of the radio promoting charts accounting for 27% share of advert volumes, adopted by Banking/Finance/Funding with 15% share and Meals & Drinks occupying the third place with 14% share. The highest three sectors collectively added 55% share of advert volumes. Curiously, the Auto sector noticed a optimistic rank shift.

Auto and BFSI gamers dominated the listing of prime 10 advertisers with LIC of India main the promoting charts, adopted by Maruti Suzuki. High 10 advertisers accounted for 21% share of advert volumes throughout Jan-Mar’21. Mom Dairy Fruit & Greens grabbed the third place whereas pharmaceutical firm Pfizer entered the listing on the fifth place.

LIC emerged as probably the most marketed model adopted by Pfizer. As per the information, prime 10 manufacturers accounted for 13% share of radio advert volumes. 4 out of the highest 10 most marketed manufacturers this yr have been from the LIC. Pfizer was the highest unique advertiser and model throughout Jan-Mar’21 in comparison with Jan-Mar’20.

As for states, many of the promoting got here from Gujarat because the state accounted for 20% of the general radio commercial, adopted by Maharashtra with 16% share of the promoting quantity pie. The highest 5 states accounted for 63% of complete advert volumes and South radio stations accounted for 26% share on radio. Out of this, Delhi topped among the many 18 cities on radio adopted by Jaipur. High 10 cities accounted for 69% of complete advert volumes on radio.

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