N
ational advertisers, who till now had been singing paeans of the mass market reach delivered by TV and print have, of late, begun to realise the importance of radio as a secondary medium. Though in the recent past, there has been an increase in the contribution of radio in the total advertising expenditure, but it still stands at a meager 3% (Rs.5 billion in absolute terms) of the total ad pie of Rs.163 billion in 2006. In stark contrast, globally radio has a much higher 8.5% share in the total ad pie (according to an SSKI India report). The antithetical figures only go to prove that radio is still a largely unexploited medium in India, brimming with tremendous potential. However, this is not to say that popularity of radio as an advertising medium is all set to explode overnight. In fact, for the next few years, chances are that local advertisers will continue to remain the major revenue generator for the medium. And the challenge for this sleeping beauty will be to deliver a sixer for the local guys, hence proving her power to national players, who are still skeptical before betting big on radio. Will this ‘sleeping beauty’ live up to this second awakening, as beautifully as she did it the first time round? Stay tuned!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
ational advertisers, who till now had been singing paeans of the mass market reach delivered by TV and print have, of late, begun to realise the importance of radio as a secondary medium. Though in the recent past, there has been an increase in the contribution of radio in the total advertising expenditure, but it still stands at a meager 3% (Rs.5 billion in absolute terms) of the total ad pie of Rs.163 billion in 2006. In stark contrast, globally radio has a much higher 8.5% share in the total ad pie (according to an SSKI India report). The antithetical figures only go to prove that radio is still a largely unexploited medium in India, brimming with tremendous potential. However, this is not to say that popularity of radio as an advertising medium is all set to explode overnight. In fact, for the next few years, chances are that local advertisers will continue to remain the major revenue generator for the medium. And the challenge for this sleeping beauty will be to deliver a sixer for the local guys, hence proving her power to national players, who are still skeptical before betting big on radio. Will this ‘sleeping beauty’ live up to this second awakening, as beautifully as she did it the first time round? Stay tuned!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
No comments:
Post a Comment