Real Estate leads radio ad volume share categories with 17%: Report

Radio ad volumes increased 1.2% in Jan-July 2026 compared with the same period in 2025, according to TAM AdEx. Ad volumes in Jan-July 2026 also recorded 5% growth over Jan-July 2024. The data is based on secondages for radio and covers commercial ads. Services retained its first position among sectors in Jan-July 2026. The top 10 sectors collectively contributed nearly 92% of overall radio ad volumes. Personal Healthcare entered the top 10 sectors during the period, replacing its position outside the top 10 in the corresponding period of 2025. Properties/Real Estate retained its first position among categories, contributing 17% of total ad volumes. Pan Masala entered the top 10 categories in Jan-July 2026 compared with the same period in 2025. Maruti Suzuki India retained its first position among advertisers in Jan-July 2026. Three of the top 10 advertisers were new entrants during the period. Vimal Pan Masala was the leading brand on radio during Jan-July 2026, followed by Muthoot Financial Enterprises. Maruti Suzuki Arena ranked third, followed by SBI (State Bank of India) and Gaana.com. More than 7,500 brands advertised on radio during the period, while the top 10 brands accounted for 11% of radio ad volumes. Three of the top 10 brands were new entrants. Among the top growing categories, Properties/Real Estate recorded a 20% increase in ad volumes, followed by Life Insurance at 79% and Retail Outlets-Jewellers at 16%. Corporate-NBFCs grew 64%, Cars 8%, Retail Outlets-Electronics/Durables 27%, Anywhere Banking six times, Digestives 82%, Edible Oil 92% and Range of OTC Products 66%. More than 140 categories registered positive growth. Gujarat and Maharashtra retained the first and second positions among states, with 17% and 15% shares of radio ad volumes, respectively. The top five states accounted for 61% of total ad volumes. Jaipur was the leading city, followed by Nagpur, while the top 10 cities accounted for 63% of total radio ad volumes. Evening was the most preferred time band for radio advertising, followed by Morning and Afternoon. Evening and Morning together accounted for 70% of ad volumes. Ads of 20-40 seconds were the most preferred format in Jan-July 2026. Ads of 20-40 seconds and those shorter than 20 seconds together accounted for 93% of radio ad volumes during the period.