The Hindu Business Line : Radio sees fastest growth in ad revenues

Advertisement

Chennai Jan. 19 With a plethora of FM radio stations coming up following the implementation of phase II of privatisation, the ad revenues of the segment have grown 58 per cent from around Rs 316.8 crore in 2005 to Rs 505.3 crore in 2006.

According to Adex India's survey, of all segments, radio was found to be the fastest growing medium, though on a smaller base, followed by the Internet at Rs 163 crore from Rs 105.6 crore in 2005, a growth of 52 per cent.

The print media's ad revenues grew by 24 per cent at Rs 7,856.6 crore from Rs 6,322.8 crore, and TV by 22 per cent at Rs 6,617.8 crore from Rs 5,412 crore in the year 2005.

The overall ad industry grew by 23.4 per cent, fastest in the last five years, to Rs 16,300 crore in 2006 from Rs 13,200 crore in the previous year. Of the overall ad industry, while the print medium got the lion's share of 48.2 per cent (47.9 per cent in the previous year) and TV 40.6 per cent (41 per cent the previous year), radio was a distant fourth with 3.1 per cent (2.4 per cent), after the out-of-home segment with 6.1 per cent. Attributing the radio's growth mainly to the good "a la carte menu" now advertisers have before them, Ms Praveen Malhotra, Vice-President- Advertising Sales, Big 92.7 FM, said, "The ad pie of the radio will grow even faster in the years to come, and will touch at least 10 to 12 per cent in another two years."

Mr Siddhartha Mukherjee, Director-Communications, TAM Media Research, says that for brand communication purposes, one certainly requires a multi-media approach. Among the media available, radio is turning out to be one with high potential. For marketers and media planners, radio has become all the more important to study and understand its consumption pattern. "Especially after the recent flow of channels into markets beyond metros, it is high time radio is studied and looked at more seriously," he says.

More Stories on : Radio/TV | Advertising

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Fog alert in North; mercury seen rising

India is fifth largest grower of GM crops

Jet flies back to black after 2 quarters of losses

Govt tightens norms for airline operations

Inflation spurts to 6.12%

States perform proactive role in promoting SEZs: Kamal Nath

Decision on gas from Myanmar by May

Radio sees fastest growth in ad revenues

Pak plant assembles Tata Daewoo trucks

Transformer manufacturing companies fully charged

Satyam posts lower Q3 net

Satyam results led to heavy selling in IT space

TTK Prestige: Product mix working

Expansion plan propels Welspun

Lamy pitches for India's role in revival of WTO talks

`Spending power of affluent Asians to grow'