irst things first. What is the overall reach of Indian media? Answer: Marketers can reach two out of three Indians (12 years plus) - 68 per cent to be precise - using a combination of media vehicles. This reach potential of mass media has remained pretty much the same at about 67-68 per cent over the last few years.

There continues to be a sharp difference in the reach figures for urban and rural India: 89 per cent for the former as opposed to 59 per cent for the latter. This is more or less what it has been in the past.... more