Radio ad volumes in India grew 1.2% in January-July 2026 compared with the same period last year, with the Properties/Real Estate category retaining the top spot at 17% of total ad volume, according to a new TAM AdEx report released this week. The report also shows radio ad volumes are up 5% over the same period in 2024, pointing to steady if modest recovery in the medium.
Real Estate grew 20% year-on-year within radio advertising, while Services retained its position as the top-performing sector overall. More than 140 categories recorded positive growth during the period, indicating the gains were broad-based rather than concentrated in a handful of advertisers. Maruti Suzuki and Vimal Pan Masala were named among the leading advertisers by spend on the medium.
What Is Driving Radio Advertising Growth in India?
Real estate developers have leaned on radio for hyperlocal, city-specific reach as residential launches pick up across metro and tier-2 markets, a pattern reflected in the category’s 20% year-on-year jump. Short-format advertising continues to dominate the medium: ads of 20 to 40 seconds were the most preferred length in January-July 2026, and spots under 40 seconds together accounted for 93% of all radio ad volumes, reflecting advertisers’ preference for quick, frequency-driven messaging over long-format storytelling on radio.
What Does This Mean for Indian Marketers and Media Planners?
For brand and media planners, the data confirms radio remains a resilient, cost-efficient reach medium in India even as digital and connected-TV ad budgets grow, particularly for categories like real estate and retail that need to dominate local, city-specific audiences rather than national reach. The concentration of ad volumes in short 20-40 second formats also gives media buyers a clear benchmark for creative length when planning radio campaigns, while the breadth of growth across 140-plus categories suggests radio is being used as a complementary channel across sectors rather than a niche buy for a few large advertisers.
Industry Reaction and Expert Commentary
Radio industry players have pointed to the upcoming festive season as a further tailwind, with players expecting 10-15% growth in radio ad spend during the festive period driven by retail, auto and jewellery advertisers layering radio onto their broader festive media mix. The steady performance of Services as the top sector also reflects continued investment from categories like education, BFSI and healthcare that rely on radio’s local reach to drive footfall and enquiries in specific cities.
What Happens Next?
With the festive season now underway, radio players are watching whether the 10-15% growth forecast for the period materialises as retail, auto and jewellery brands ramp up spending around Diwali. Watch for TAM AdEx’s next update covering the full Jan-Sept 2026 period to show whether real estate and services retain their category and sector leads through the festive stretch.
Frequently Asked Questions
How much did radio advertising grow in India in 2026?
Radio ad volumes grew 1.2% in January-July 2026 compared with the same period in 2025, and were up 5% versus January-July 2024, according to TAM AdEx.
Which category leads radio advertising in India?
Properties/Real Estate leads with a 17% share of total radio ad volumes, growing 20% year-on-year during January-July 2026.
What ad length is most common on Indian radio?
Ads of 20 to 40 seconds are the most preferred format, with spots under 40 seconds together making up 93% of all radio ad volumes in the period.
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