Radio ad volumes rise 1.2 per cent in January-July 2026

MUMBAI: Radio is finding its volume again, with advertising activity picking up pace even if the recovery is still playing a measured tune. Radio advertising volumes rose 1.2 per cent in January-July 2026 compared with the same period last year, according to the latest TAM AdEx data.

The increase also puts the medium 5 per cent above its January-July 2024 advertising volume. The data covers more than 122 radio stations in association with RCS India and measures commercial advertising through secondages.

Despite the modest overall growth, the market remained heavily concentrated. The top 10 sectors accounted for nearly 92 per cent of radio ad volumes during the first seven months of 2026, highlighting how dependent the medium remains on a relatively small group of advertising categories.

Services retained the top position among sectors, while Properties/Real Estate continued to lead individual categories with 17 per cent of total radio advertising volumes. The category maintained its position from January-July 2025 and grew 20 per cent year on year.

Financial services provided another strong push. Life Insurance advertising volumes jumped 79 per cent, while Corporate-NBFC advertising increased 64 per cent. Retail outlets for electronics and durables grew 27 per cent, retail jewellers rose 16 per cent and Cars increased 8 per cent.

Anywhere Banking recorded the highest percentage growth among the top 10 growing categories, expanding six-fold during the period. Digestives advertising climbed 82 per cent, edible oil rose 92 per cent and over-the-counter products increased 66 per cent.

The growth was not confined to a handful of categories either. More than 140 categories recorded positive growth in radio advertising during January-July 2026.

Maruti Suzuki remained the leading advertiser on radio, although the advertiser rankings saw some fresh faces, with three of the top 10 advertisers being new entrants.

At the brand level, Vimal Pan Masala took the top spot, followed by Muthoot Financial Enterprises and Maruti Suzuki Arena. State Bank of India, Gaana.com and Pet Saffa also featured among the leading brands.

Maruti Suzuki’s E Vitara and Grand Vitara joined LIC Bima Lakshmi and Dr Ortho Range of Products in completing the top 10. Three brands in the list were new entrants.

Vimal Pan Masala’s rise also came alongside Pan Masala entering the top 10 advertising categories, after being absent from the corresponding ranking in 2025.

More than 7,500 brands advertised on radio during the period. Yet the top 10 brands accounted for only 11 per cent of total ad volumes, suggesting that while individual brands may dominate the rankings, radio continues to attract a broad pool of advertisers.

The radio dial remained tilted towards a few key markets, with Gujarat and Maharashtra retaining the top two positions among states.

Gujarat accounted for 17 per cent of total radio ad volumes, while Maharashtra contributed 15 per cent. Together with the next three states, the top five accounted for 61 per cent of overall volumes.

At the city level, Jaipur led the rankings, followed by Nagpur and Indore. New Delhi, Surat, Hyderabad, Ahmedabad, Bangalore, Lucknow and Bhopal completed the top 10.

These 10 cities contributed 63 per cent of total radio advertising volumes. The list nevertheless reflects a mix of major metros and regional urban markets, with Jaipur, Nagpur, Indore, Surat and Bhopal featuring alongside New Delhi, Hyderabad, Ahmedabad and Bangalore.

When it came to timing, advertisers continued to favour the evening. The slot accounted for 38 per cent of radio ad volumes, ahead of morning at 32 per cent and afternoon at 28 per cent. Night accounted for the remaining 2 per cent.

Morning and evening together therefore contributed 70 per cent of total volumes, reinforcing the importance of the two key daily listening windows, particularly around commuting and routine activities.

The preference for brevity was equally clear. Commercials lasting 20-40 seconds accounted for 66 per cent of radio ad volumes, up from 65 per cent in January-July 2025.

Ads shorter than 20 seconds contributed another 28 per cent, meaning formats below 40 seconds accounted for 94 per cent based on the stated distribution. The report separately states that 20-40 second and sub-20-second commercials together represented 93 per cent of volumes, indicating a minor discrepancy in the reported shares.

Longer formats remained limited, with 45-60 second commercials accounting for 4 per cent and ads longer than 60 seconds making up 2 per cent.

The January-July numbers paint a radio market that is growing cautiously rather than roaring back. But with more than 140 categories recording growth and over 7,500 brands using the medium, the advertising microphone is clearly still switched on even as demand remains concentrated around particular sectors, markets and listening hours.