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<FONT COLOR="#FF0033"><B>Radio AdEx:</B></FONT> Spends by real estate sector on radio increases by 40 per cent
Television channel promotions emerged the top category to spend on radio. New brands such as Kingfisher Mineral Water, GTM Golf Greens use radio to advertise
The latest report released by AdEx India, a division of TAM Media Research in collaboration with AirCheck, USA, for the second quarter of 2006 reveals some interesting facts. While television promos continue to be the top spenders on radio with an 11 per cent share, real estate/properties as a category increased its spends by 40 per cent. Its share of total advertising spends increased from 5 per cent in the last quarter to 7 per cent in the second quarter.
The growth of real estate sectors spend on radio has come for the most part from markets such as Delhi, where this category has been the highest spender. In Delhi, the other two spenders are TV channels and jewellery outlets.
Some of the real estate companies to have joined the advertisers’ list on radio include GTM Golf Greens, Seven Heaven Developers India.
In Mumbai, however, TV promos continue to be top spenders on radio followed by publications and toilet soap.
In Kolkata, surprisingly, hosiery brands were the top spenders, followed by television channels and biscuit brands. And in Chennai, publications were the top spenders on radio, followed by cellular phone services and liquor brands.
Overall, the other top spenders for this quarter on radio, besides television promos and real estate companies were publications/books, toilet soaps, cellular phone services, hosiery, jewellery, independent retailers, biscuits and internet/SMS services, in that order.
Among brands, the top spender in Mumbai and Chennai was Hindustan Lever, while in Kolkata it was Bhawani Textiles and in Delhi GTM Builders.
The second quarter saw new brands such as Kingfisher Mineral Water, GTM Golf Greens, Seven Heaven Developers India, Amity Educational Institutions, The Oriental Insurance Householders Policy, Surf Excel Blue, Araldite Karpenter, etc.
Among national and local advertisers, the former’s share dipped by 4 per cent in June this year compared to the previous month, while the latter’s share increased by 100 per cent compared to May.
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