Radio advertising rises 4% in H1 2025, driven by services, auto, and BFSI sectors

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India’s radio advertising sector recorded a 4% year-on-year growth in the first half of 2025, according to a TAM AdEx report. The growth was led primarily by the services, automotive, and banking, financial services, and insurance (BFSI) categories—together contributing over 60% of the total ad volume on radio.

The services sector alone held a 32% share, followed by auto (15%) and BFSI (14%). Notably, the education and real estate categories also saw increased radio ad activity, reflecting renewed urban consumer sentiment and regional advertising budgets.

Among advertisers, LIC of India, Maruti Suzuki, and ICICI Bank were among the top brands leveraging radio for high-frequency campaigns. The report also indicated that government ads, a mainstay of the category, continued to maintain a strong presence across public and private FM stations.

From a regional standpoint, tier-2 and tier-3 markets showed robust activity—especially in Maharashtra, Uttar Pradesh, and Tamil Nadu—signalling radio’s continued relevance as a localised and cost-effective medium.

Ad volumes were concentrated in morning (7–11 am) and evening (5–9 pm) slots, aligning with commuter listening trends. RJ integrations, local language creatives, and festive promotions contributed to higher engagement.

While the growth is modest, it reflects the medium’s resilience amid the digital shift. Analysts note that radio remains a trusted platform for reach, recall, and regional engagement—especially for service-led brands and mass-market categories.