Top Story


Home >> International >> Article

Radio ads expected to grow at 12% per annum

Font Size   16
Radio ads expected to grow at 12% per annum

According to industry sources radio’s share in the total advertising budgets of companies is likely to grow from 2 per cent to 5 per cent in the next three years with expected growth rate of about 10-12 per cent every year. In fact, the fortune of radio advertising is likely to change with the advent of private players like Star India, Bennett, Coleman & Co., Living Media etc.

With the advent of FM channels, with slick programming as its USP, things are likely to change for the better.

Several brands like Tanishq, Kwality Walls, Airtel and Spice are already active on radio. Interestingly, the private FM players have a huge opportunity in grabbing a bigger chunk of the radio advertising pie as despite All India Radio’s enormous reach (it covers 97 per cent of the population), its revenues have declined from Rs 84 crores to Rs 74 crores in 2000-2001.

Advertising professionals feel that radio is especially suited to advertise local brands. Besides, it is a great medium for mass-based products and brands like Rin, Wheel, Liril etc.


The popular channel from the Viacom18 ‘s umbrella MTV Indies, which aired music by independent artistes, was replaced by MTV Beats, a 24x7 Hindi music channel in 2016

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Over the last 12 years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

We list a few important stories that you may have missed in the week gone by