Posted on 28th Mar 2026
A recent TAM AdEx report has reignited conversations around ad durations on radio. Radio advertising continues to be anchored in shorter formats, with 20 to 40 second spots dominating ad volumes across both 2024 and 2025, according to TAM AdEx data. The format accounted for 68 percent of total ad volumes in 2024 and 67 percent in 2025, underlining its continued dominance as the preferred ad length on radio.
This consistency reflects advertisers’ reliance on mid-duration spots that strike a balance between message delivery and cost efficiency. At the same time, shorter formats under 20 seconds held the second-largest share at 27 percent in both years, reinforcing the role of quick, high-frequency messaging strategies in radio planning.
Longer formats, however, continue to remain limited. Ads in the 40 to 60 second range contributed just 4 percent of total volumes in both years, indicating that extended storytelling has yet to gain mainstream traction within traditional radio advertising.
That said, there are early signs of movement at the margins. Ads exceeding 60 seconds, while still forming a small portion of overall volumes, saw their share increase from 1 percent in 2024 to 2 percent in 2025. Their frequency grew 9 percent YoY, indicating incremental experimentation at the margins, suggesting that some advertisers are beginning to experiment with longer formats, even within a medium traditionally defined by brevity.
Industry sees continuity, not disruption
Despite this incremental rise, industry players maintain that the core structure of radio advertising remains unchanged.
Abe Thomas, CEO, Music Broadcast Ltd, said the shift towards longer ad durations is not reflected in advertiser behaviour at scale. “99 percent of our ads are below 60 seconds. However, we are seeing an increase in longer content formats like podcasts, RJ mentions and other innovative content integration formats.”
His observation highlights a key nuance in interpreting the data. While longer durations may be increasing, they are not necessarily confined to traditional ad spots. Instead, they may be emerging through content-led integrations that extend beyond standard commercial formats.
Manoj Mathan, CEO of Radio Mango (Malayala Manorama Group), echoed this view, pointing to air-check markets as a more accurate reflection of on-ground realities. “The dominant ad durations continue to be 20 and 30 seconds. There is often a perception that ads are stretching to 20 to 40 seconds as a norm, but that is more of a generalisation.”
He noted that longer spots are typically driven by category-specific needs rather than a structural shift. Categories such as financial services and insurance often require additional time to accommodate statutory disclosures. Even in sectors like automobiles, advertisers tend to remain within the 30-second window wherever possible.
For Mathan, effectiveness is not a function of duration. “What ultimately works in radio today is not the duration of the advertisement but the quality of the content. Whether it is 20, 30 or even 40 seconds, the impact depends on how compelling the communication is.”
Where longer formats are finding relevance
Even as traditional ad spots remain short, there is a parallel shift in how brands are leveraging radio for deeper engagement.
Chandan Das, VP and Business Director, Mirchi, pointed to a growing preference for narrative-led formats that extend up to or beyond 60 seconds. “What we are increasingly seeing in radio and even digital formats is a move towards longer, story-driven formats. These are not conventional ads pushing a hard proposition but more narrative-led communication.”
According to Das, this shift is driven less by a change in attention spans and more by the economics of the medium. Radio, being relatively cost-efficient compared to television, allows advertisers the flexibility to experiment with richer storytelling without significantly increasing budgets.
He added that categories such as healthcare, real estate and government campaigns are particularly inclined towards such formats. Doctor-led endorsements, for instance, bring credibility to health messaging, while public awareness campaigns often rely on relatable storytelling to drive impact.
“The first 30 to 40 seconds are typically used to build a relatable situation. Once the listener connects with the scenario, the brand message is introduced towards the end,” he said. This structure enables brands to deliver longer narratives without sounding intrusive.
Frequency remains the core currency
Even with emerging experimentation, radio continues to operate as a frequency-led medium where repetition drives recall.
Nisha Narayanan, Director and COO, Red FM, said the ad mix remains heavily skewed towards shorter formats, with roughly a 90:10 split between ads under and above 60 seconds. “The longer formats are typically limited to specific use cases such as government messaging or event-led campaigns where more detailed communication is required.”
She emphasised that in an attention-fragmented environment, shorter formats with higher frequency remain more effective. “Recall is built through consistent reinforcement rather than extended storytelling in a single spot.”
This aligns closely with TAM’s data, which shows that while longer ads are inching up, they continue to occupy a small share of total volumes.
Listener behaviour shapes media planning
Beyond ad durations, TAM’s time-band analysis also sheds light on listener behaviour and its impact on media planning.
Evening emerged as the most preferred time band for radio advertising, followed by morning slots. Together, these two dayparts accounted for 69 percent of total ad volumes, making them critical windows for reach and frequency.
This concentration reflects typical listening patterns, with audiences tuning in during commute hours or while unwinding after work. For advertisers, this reinforces the importance of aligning ad frequency with peak listening periods rather than relying on longer individual exposures.
Blurring lines between ads and content
The gradual rise in longer-duration ads also points to a broader shift in how advertising is being integrated into radio.
Formats such as RJ mentions, branded capsules, sponsored segments and radio-led podcasts are becoming increasingly prominent. These formats often extend beyond traditional ad durations but are not always categorised as standard commercials.
For broadcasters, this opens up new monetisation opportunities beyond spot advertising. For brands, it provides a way to embed messaging within content, making it more engaging and less disruptive.
This blurring of boundaries could partly explain why longer durations are appearing in data, even as traditional ad formats remain largely unchanged.
An evolving but steady medium
Taken together, the data and industry perspective point to a medium that is evolving without undergoing a fundamental shift.
The 20 to 40 second format continues to anchor radio advertising, offering a balance of efficiency, reach and recall. Shorter formats support high-frequency messaging, while longer formats are being tested selectively for storytelling and depth.
Rather than replacing one another, these formats are co-existing within a broader, more flexible ecosystem.
For advertisers, the takeaway is clear. Radio is not moving away from brevity, but it is expanding its creative canvas. The real opportunity lies in using the right format for the right objective, whether that is building quick recall or delivering a more nuanced narrative.
In the end, radio’s strength remains unchanged. It is not just about how long a message runs, but how effectively it connects and how consistently it is heard.