Radio AdEx stood at Rs 2,515 crore in 2025: PMAR

Radio advertising recorded modest growth in 2025, with spends rising 2% year on year to Rs 2,515 crore from Rs 2,462 crore in 2024, according to the Pitch-Madison Advertising Report 2026. However, its share of total ADEX slipped marginally from 2.3% to 2.2%, underscoring its continuing role as a stable, maintenance medium rather than a primary reach driver in an increasingly Digital-led ecosystem.

The report notes that Radio’s value growth was supported largely by urban markets and packaged solutions, but the medium remains a small contributor to overall ad spends. PMAR 2026 describes Radio as a tactical platform that advertisers deploy for short, high-frequency bursts around specific windows instead of sustaining a year-round presence.

Quarterly trends reflect this pattern. Q3 emerged as the strongest growth driver, with revenues rising 9% to Rs 622 crore from Rs 573 crore a year earlier, aided by festive demand. Q4 remained the largest quarter at Rs 758 crore, contributing 30% of annual revenue, though it was flat year on year. Q1 saw a 3% decline, while Q2 posted a modest 4% rebound. Overall, Q3 accounted for the bulk of incremental growth in 2025.

Category performance further highlights Radio’s localised, activation-led positioning. Real Estate remained the largest contributor at Rs 393 crore, up 4%, while Auto delivered the strongest growth among top segments, rising 13% to Rs 299 crore. E-Commerce, Clothing and Fashion, and Education also posted double-digit growth, signalling continued use of Radio for city-level amplification and tactical campaigns.

On the other hand, FMCG emerged as the biggest drag on the medium, with spends declining 11% to Rs 254 crore. BFSI and Retail also saw contractions. The pullback mirrors broader shifts in Traditional media, as large FMCG marketers increasingly reallocate budgets towards Digital audio, influencer-led campaigns and short-form video formats for sharper frequency and targeting.

PMAR 2026 concludes that Radio has transitioned from a mass national medium to a local amplifier. For 2026, the recommended playbook is to use Radio in tightly geo-targeted bursts, integrated with OOH and Digital, to drive store traffic, dealer activations, launches and event-led communication. Rather than serving as a generic frequency engine, the medium is positioned as a precision tool for local awareness and response in select markets.

To download the full Pitch Madison Advertising Report (PMAR) 2026, click on this link: https://e4mevents.com/pitch-madison-advertising-report-2026/download-report