"2025 TAM AdEx Report: Services Sector Drives 40% Radio Ad Volume Growth"

The Resilience and Growth of Radio Advertising in India: A 2025 Overview

Radio advertising in India has shown steady growth in 2025, as reported by TAM AdEx. Despite the increasing diversification of advertisers across digital platforms, radio ad volumes rose by 2% year-on-year, marking a significant 40% increase compared to 2021. This growth underscores the enduring appeal and effectiveness of radio as an advertising medium.

Key Insights from the Report:

• Services Sector Dominance: The services sector maintained its leadership position, contributing 30% of total radio ad volumes, followed by Auto, BFSI, and Retail categories. The top 10 sectors collectively made up nearly 90% of the total advertising volumes on radio.
• Real Estate Takes the Lead: Properties/Real Estate emerged as the top segment with a 15% share of ad volumes, followed by Cars and Retail Outlets-Jewellers. The report noted broad-based advertiser participation, with over 410 categories advertising on radio in 2025.
• Auto Giants Rule: Maruti Suzuki India led the advertiser rankings, with LIC of India following closely. The top 10 advertisers contributed 15% of total radio ad volumes, reflecting a diverse advertiser base that included over 9,500 participants.
• Category Growth Trends: Retail Outlets-Jewellers and Cars emerged as the fastest-growing categories, with notable growth seen in Corporate-NBFCs, which expanded nearly 79 times over the previous year. A diverse range of categories experienced positive growth, signaling increasing experimentation with radio advertising.
• Regional Highlights: Gujarat and Jaipur led among states, with Jaipur emerging as the top city for radio advertising, followed by New Delhi and Nagpur. The top 10 cities accounted for 63% of total ad volumes.
• Preferred Time Bands and Ad Formats: Evening time slots were the most preferred for advertising, followed by morning slots. Ads ranging from 20–40 seconds remained popular, constituting nearly 68% of all ads in 2025. Longer-format ads over 60 seconds saw a 9% increase year-on-year.

In the evolving landscape of digital marketing, radio advertising continues to offer consistent reach and engagement, particularly in regional markets. The medium's ability to adapt to changing trends, coupled with a diverse advertiser base and engaging content formats, reaffirms radio's relevance in India's dynamic media mix.

As we look ahead to 2026, the radio advertising industry is poised for further growth and innovation. Advertisers can leverage the unique advantages of radio to reach diverse audiences and create impactful campaigns that resonate with listeners across the country.