Radio ad volumes surge 40% since 2021: 2025 report

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TL;DR

Radio advertising in India showed a 40% rise in average ad volumes per station in 2025 compared to 2021, reflecting strong multi-year growth despite a modest 2% year-on-year uptick from 2024. Services remained the largest advertiser category, real estate led among individual categories, and evening time bands with 20–40-second commercials remained most popular.

Article

In a notable signal of resilience for traditional media, radio advertising volumes in India have surged significantly over the past four years, with average ad volumes per station rising 40% in 2025 compared with 2021, according to the latest TAM AdEx report.  

While the year-on-year growth between 2024 and 2025 was a modest 2%, the broader trend underscores radio’s enduring relevance in marketers’ media portfolios. Quarterly data further showed momentum throughout the year, with a 10% increase in average ad volumes in Q4 2025 compared with Q2 2025, suggesting advertisers are increasingly active in key seasonal periods.  

Sector analysis reveals that services led ad volumes in 2025, accounting for about 30% of all radio advertising. Other major advertisers included categories such as auto, food & beverages, education, and building materials, with the top 10 sectors collectively representing 90% of total radio advertising activity.  

At the category level, properties and real estate held the largest share of radio ad volumes in 2025, reflecting sustained demand from brands targeting local audiences and long-purchase-cycle segments. Retail outlets, especially jewellers, recorded one of the highest year-on-year growth rates in ad durations among all categories.  

From an advertiser perspective, Maruti Suzuki India emerged as the top spender on radio in 2025, with LIC of India also among the leading advertisers. The media landscape saw notable churn, with new entrants such as State Bank of India and automotive brands joining the top ranks compared with the previous year. A significant number of advertisers — over 4,800 — appeared on radio exclusively in 2025, illustrating broader industry participation in the medium.  

Geographically, Gujarat led all states with a 17% share of total radio advertising, while Jaipur topped among cities, followed by New Delhi. This regional distribution highlights how radio continues to serve as an effective channel for localized outreach.  

In terms of programming strategy, evening time bands accounted for the largest share of ad volumes, with morning slots close behind — together representing roughly 69% of all radio ad activity. Advertisers continued to favor 20–40-second commercials, though longer spots of over 60 seconds also saw increased usage.  

Overall, the 2025 data paints a picture of radio advertising as a medium with sustained growth and robust advertiser interest, supported by diversified category participation and geographic penetration across India.