Advertisers go 'Radio Ga Ga': Tam AdEx study

MUMBAI: "All we need is Radio Ga Ga" is a tune that most advertisers seem to be grooving to! Among all communication channels, the growth curve for ad revenues on radio has emerged on top with 58 per cent in 2006, over the previous year. The current 'radio boom' that the country is experiencing, is the inevitable bait that lured advertisers last year.

A study conducted by Ad Ex India, a Division of Tam Media Research looks back on the year 2006 and provides an insight into how the media advertising market in India has undergone growth and transformation.

Not too far behind radio, is the growth seen on internet advertising which has increased by 52 per cent over the same period.

The current size of the total media advertising market in India closed at a whopping Rs 163 billion in 2006, as compared to Rs 132 billion in 2005.

Among the conventional and newer advertising mediums, print continues to reign supreme by raking in the biggest 'bucks' from advertising. It continues to stride ahead of all other media (TV, OOH, internet, radio and cinema) with a lion's share of 48 per cent last year. This was followed closely by television which has cornered 41 per cent of the ad pie in 2006.

Out Of Home garnered six per cent, radio three per cent and cinema and internet one per cent each.

At the close of a year, the growth rate for ad revenues across all media has expanded by 9.3 per cent to 23.4 per cent in 2006, as opposed to 14.1 per cent in the previous year. While, 2002-03 saw a consistent and steady growth in ad revenues across mediums, followed by a similar pattern in 2004-05, however 2006 seems to have experienced the biggest leap in revenues.

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