elevision and print are the big brothers of media. However, advertising on radio is holding its own. According to Ad Ex India - a division of TAM Media Research - radio advertising grew by 22 per cent between 2003 and 2004 to Rs 220 crore. That figure is expected to go up to Rs 270 crore this year.
"The radio industry is worth about Rs 130 crore today," says Kaushik Ghosh, head, marketing, Radio Mirchi. Ghosh is referring to the market for private FM players in the country.
Though there are no detailed figures about radio advertising, tracking agencies such as Radio Ad Ex India provide 24X7 monitoring data and analysis of advertising expenditure on radio across the four metros covering 13 radio stations. Radio Ad Ex started functioning since mid last year. Station heads, agencies behind creative campaigns on radio and market research groups tracking and advertising spends, believe radio advertising will get really big. So who advertises on radio?... more