Radio advertising in India showed modest but meaningful growth in the first half of 2025, with ad volumes up by 3% year-on-year (Jan-Jun), per the latest TAM AdEx / TAM AdEx data. Sectors like Services, Automobiles, and BFSI drove much of this increase.
Key Insights from the H1 2025 Radio Ad Report
- The Services sector had the largest share of radio ad volume, commanding about 30% of total ad volumes.
- Auto came in next with ~11%, followed by BFSI (~10%).
- Among ad categories:
• Properties/Real Estate lead with ~14% share.
• Hospitals/Clinics saw an ~18% increase in ad volume.
• Retail Outlets – Jewellers also had strong growth (~17%).
• Pan Masala category recorded a very high growth rate. - Advertisers:
• Maruti Suzuki India emerged as the top advertiser for radio in H1 2025.
• Other significant movers included SBI, Hyundai, Muthoot Financial, and Vishnu Packaging. - Geography & Cities:
• States like Gujarat (18%) and Maharashtra (16%) led in contribution of ad volumes.
• Among cities, Jaipur topped the list, followed by Nagpur, New Delhi etc. - Other Notes:
• Short-form ads dominate: ads under 40 seconds accounted for ~94% of total radio ad volume.
• Morning and evening time slots remain most popular. These two slots combined account for about 68% of radio ad volumes.
What This Growth Suggests
- Resilience of radio as medium: Even with digital platforms attracting much attention, radio remains relevant, especially in regional, non-metro markets, trusted for local reach and affordability.
- Shift in advertiser priorities: Sectors that are more “need-based” or service-oriented (healthcare, real estate, BFSI) are using radio more aggressively.
- Room for premium & shorter formats: The dominance of ads under 40 seconds suggests brands are trying to make messages concise and cost-efficient.
- Geographic spread matters: Growth in non-metro cities and strong showing in states beyond the big metros suggest that radio’s local connect is being leveraged.
Challenges & What to Watch
- The growth is modest; major increases in digital/OTT might continue to eat into radio’s market share.
- Prices / ad inventory may increase as demand rises; smaller advertisers may find it harder to compete.
- Quality and content standards may need to adapt, especially as newer categories (e.g. pan masala) increase spend — regulation or public sensitivity may play a role.
- Radio stations will also need to keep innovating (e.g. integrating with digital, combining with activations) to retain advertiser interest.
Conclusion
Radio advertising in India grew by ~3% in H1 2025, showing that despite digital’s dominance, traditional media remains a solid investment for many advertisers. With Services, Auto, and BFSI leading, and real estate and healthcare among the fastest-growing categories, radio’s ability to deliver localized, trusted reach keeps it relevant. Cities beyond the large metros and shorter, impactful ads are becoming increasingly central to radio’s growth story.
