TV Today, ZEE are top spenders on radio: Radio AdEX

TV channel/programme promotions have become commonplace on radio these days. While newspapers continue to be the favourite advertising platform for television channels, radio has emerged as an important destination.

The Radio AdEX study reveals that TV broadcasters prefer newspapers and radio channels to magazines because of their frequency as most television programmes also run on a daily or a weekly format.

As per Radio AdEx, during the quarter July-September 2004, newspapers accounted for 58 per cent of total spends by television channels, while radio accounted for 31 per cent. The magazines follows next with an 11 per cent share.

Among television channels, TV Today spent the maximum on radio, followed by ZEE Network and STAR India. As per the study, while TV Today is estimated to have spent around Rs 90 lakh on radio, the estimated investments by ZEE and STAR was Rs 87 lakh and Rs 72 lakh respectively.

Sony Entertainment Channel came in next with an estimated radio ad spend of Rs 68 lakh. Among the least spenders are Time Warner Entertainment (HBO) which spent only Rs 3 lakh on radio, and NDTV channels do not advertise on radio at all.

ZEE's Cinestars Ki Khoj is the television programme which spent the maximum on radio, while Sony's Indian Idol advertised the maximum in newspapers. The estimated amount spent by ZEE's Cinestar Ki Khoj on radio was about Rs 57 lakh, while Indian Idol spent around Rs 53 lakh on newspapers and another Rs 17 lakh on radio.

MTV Roadies spent an estimated amount of Rs 22 lakh on radio, while Sony's Ayushman also spent an estimated amount of Rs 19 lakh on radio. On the contrary, television shows such as ZEE Woman and BBC University Challenge, both with a defined TG -- females & students respectively, advertised heavily on magazines and not on newspapers or radio.

© 2004 agencyfaqs!