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Spiralling popularity, growth in time spent: An IRS '03-04 & ILT '04 analysis

Spiralling popularity, growth in time spent: An IRS '03-04 & ILT '04 analysis

Author | exchange4media News Service | Wednesday, Jul 28,2004 8:26 AM

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Spiralling popularity, growth in time spent: An IRS '03-04 & ILT '04 analysis

Radio was for long considered as a “passive” media option, good enough to reach just 8-10% of potential audience. But, thanks to FM stations, the potential of Radio as a reach medium today is as high as Print, if not more, in Delhi and Mumbai. And, the average time spent listening to Radio is as good as average TV viewing time.

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