Ac Nielsen IMRB International
Home\ News Room\ Tam India \ Radio Adex Release Note
AdEx India and AirCheck, USA, join hands to launch Radio AdEx in India
2 powerhouses tie up to give India its largest Radio ad monitoring and analysis service
November 16, 2004, Mumbai: AdEx India, a division of TAM Media Research and country's ad monitoring & analysis powerhouse has launched yet another specialized service for the Indian Media Industry. AdEx India, in technical collaboration with AirCheck, a wholly owned subsidiary of RCS Inc., USA, announces the launch of Radio AdEx that will provide 24X7 monitoring data and analysis of advertising expenditures in Radio across 4 metros covering 13 radio stations. With this latest introduction from AdEx India, it completes a powerful package of ad monitoring and analysis that covers Newspapers, Magazines, TV and now Radio. Radio AdEx becomes the largest and most technologically advanced radio monitoring and analysis service that will provide quick, accurate and wide range of radio ad monitors and analyses.

RCS Inc., has been the world's leading provider of Radio ad monitoring technologies and services used by more than 8,000 radio stations across the globe for the last 25 years. RCS Inc. is spread across 22 offices in 18 countries with its head office in New York, USA.

Says Mr. Atul Phadnis, VP, TAM Media Research, "We have delivered it to the industry. There has been a demand for a scientific and timely Radio Monitoring service. AdEx India has been working on it for quite sometime now. However, before we delivered it, we wanted to do a thorough check of the market realities and evaluate the technologies that can best support these services. What you see is the coming together of two powerhouses - AdEx India and AirCheck - to give this industry the most scientific, timely, effective and a wide range of analysis of advertising in Radio. We are very happy indeed to have partnered this wonderful feature with a Radio specialist like AirCheck."

Says Mr. Elliot Stechman, General Manager, RCS India Pvt. Ltd. "We are the world leaders in the Radio monitoring software technology. The growth of the Radio FM industry in India has been amazing and we expect this to grow even further in the years to come. Added to that is a hugely successful and dynamic advertising market in India. It is a wonderful coming together of two giant organizations. We look forward to an interesting relationship with AdEx India - India's largest ad monitoring powerhouse which brings with it industry experience of several generations. We are committed to bring in world class technology through AirCheck that will power Radio AdEx thus giving path breaking Radio ad monitoring evaluation and analysis."


The radio stations across 4 Indian metros to be covered by Radio AdEx are:

 
Mumbai Delhi Kolkata Chennai    
Radio City Radio City Aamar Kolkata Radio Mirchi
Go 92.5 FM Radio Mirchi Radio Mirchi Suryan FM
Radio Mirchi Red FM Power  
Red FM   Red FM  
About AdEx India :

The name that Indian business swears by, AdEx India is the country's largest Advertising, Tracking & Monitoring service. A division of TAM Media Research, AdEx was set up in India almost 35 years ago to capture Press Advertising trends. Today, AdEx India monitors advertising on Terrestrial TV stations, Cable & Satellite TV channels, Newspapers and Magazines. As a part of its ongoing endeavor to provide its clients with One-stop solutions, AdEx will soon launch its Radio Monitoring services as well. Its subscribers include Advertisers, Media Specialist Agencies, Publication Groups, TV channels amongst others.
ADEX India derives its strength from a truly GloCal (Global + Local) setup. With consistent technology and software transfers from Nielsen Media Research-International which runs ADEX services across the Globe, ADEX has a very strong Indian team that specializes in 16 Languages!

About AirCheck :

AirCheck, LLC develops audio recognition technology for broadcasters, print media and agencies, providing same-day spot and song airplay data. Every day across the United States, the patented technology of AirCheck.net matches audio to fingerprints of thousands of radio commercials and songs. AirCheck.net is a wholly owned subsidiary of RCS, Inc.

About RCS :

RCS Inc, now celebrating its 25th anniversary, is the world's leading provider of broadcast/webcast software and services used by more than 8,000 radio stations, TV music channels, cable companies, satellite music networks and Internet stations worldwide. For more information please visit www.rcsworks.com.
Industry Snapshot
  • As per Industry Estimates, overall radio advertising industry size for 2004 is Rs. 220 crores. This is growing at around 22% annually. (Private FM stations contribute around 45% towards this pie.)
  • Across 4 metros, contribution of local advertising July-Sep 2004:

    Metros

    local advt Percent

    Chennai

    81%

    Kolkata

    66%

    Mumbai

    66%

    Delhi

    70%


  • Chennai is the most developed retail market; Mumbai and Kolkata the least across the 4 metros
  • Across the three platforms - TV, Radio and Print, Radio seems closer to Print in terms of the product categories advertised. (See chart below- Q3 2004)
    		•
  • Across the 4 metros, on an average, a radio advertising rate is of 9 minutes per hour of advertising during the morning daypart, commonly referred to as SPT or super prime time slot for radio. The clutter is much less during the afternoons but it peaks again to about 8 minutes per hour during the second SPT slot, which is early evening. (See chart below)
    		•
  • Advertising pattern differs across the four metros: Following chart throws up an interesting insight about advertising on FM stations. While Delhi & Mumbai have two distinct peaks during the morning and early evening, Chennai peaks the highest as compared to other cities during the morning but there is no peak during the evening at all. Kolkata radio attracts the lowest advertising duration through the day and the clutter levels are quite stable across the day. (See chart below)
    		•

    Another notable point here is that during the evening slot, it is only in Delhi and Mumbai that Radio advertising peaks again.

     
    Site map | Privacy Policy | Feed Back | Contact Us
    		 
    All Copy Rights Reserved To TAM Media Research