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The past couple of years have witnessed a flurry of activity in the radio sector. An industry that accounted for nearly Rs. 150 crores worth of advertising surely needs to be studied closer than ever before. The current situation of the radio industry is akin to that of the TV industry in the early and mid 1990s. Further, with the possibility of a revenue sharing regime being brought in by the Govt. and the sector getting liberalized further, we need to be prepared for a revolution that is staring at us in the face. With the FM stations giving the local press a run for its money, a need gap still existed as far as the monitoring and evaluation of ad spends on radio was concerned. It was with this purpose that TAM Media Research launched the First Radio Advertising Monitoring service – Radio AdEx in technical collaboration with AirCheck India Pvt. Ltd. (Subsidiary of RCS Inc. USA) that monitors 13 radio stations across the 4 metros.
Radio today accounts for close to 2% of the Indian advertising industry. However, if we have a look at the top 10 product categories in terms of ad spends on the 3 main media, TV, Press and Radio, we see that only 2 categories – Cellular phone service & Cars/Jeeps are present among the top 10 on each of the media. The most striking fact is that local advertisers and independent retailers account for close to 3/4th of total advertising on radio. Another interesting fact is the second heaviest advertiser on Radio are TV channels promos that account for close to 13% of the advertising duration on radio. |
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