RadioandMusic
| 26 Apr 2019
AdEx Data for Cross Media Advertising: Radio advertising rules on Television, but bags less TV and print advertisers

MUMBAI: As per the AdEx India data released on Cross Media Advertising by TAM, radio, Television and Print saw noteworthy figures during the period from January 2016-September 2016, January 2017-September 2017 and January 2018-September 2018 respectively.

To begin with radio, the world’s third largest medium saw a rise in its advertising on TV by 91%, while radio advertising had hard luck on print with 9%. These figures are from January 2016 to September 2016. From January 2017 to September 2017, radio advertising saw a downfall on TV to 83%, while its advertising on print media saw a hike as it scored 17% there. Lastly, from January 2018 to September 2018, radio advertising saw a 2% rise as it recorded stats of 85%, but the medium saw a fall in its advertising on the print media platform by 2% as it scored 15% there.

When it comes Television advertising, it saw a growth on print media throughout the period from January 2016 – September 2016 (85%), January 2017 – September 2017 (94%) and January 2018 to September 2018 (95%) respectively. But, television advertising dropped on radio as it recorded 15% from January 2016 – September 2016, but fell to 6% during January 2017– September 2017. It witnessed a further fall of 1% rise during January 2018– September 2018 as television advertising recorded 5% only.

Lastly, print advertising also saw good fortune on Television medium, while the advertisement growth on radio was disappointment. The print advertisements recorded 85%, 83% and 82% respectively during the periods from January 2016– September 2016, January 2017– September 2017 and January 2018– September 2018. But, print advertising on radio had to settle at 15% during January 2016– September 2016, 17% during January 2017– September 2017 and 18% during January 2018– September 2018 respectively.

To conclude, while radio advertising flourished on Television, both television advertising and print advertising flourished on radio for the periods from January 2016– September 2016, January 2017– September 2017 and January 2018– September 2018 respectively.

Check out the table below

     
 

Period

Ratio on TV

Ratio on Radio

 
 

Jan-Sep' 16

85%

15%

 
 

Jan-Sep' 17

83%

17%

 
 

Jan-Sep' 18

82%

18%

 
     
     
 

TV

 
     
 

Period

Ratio on Print

Ratio on Radio

 
 

Jan-Sep' 16

85%

15%

 
 

Jan-Sep' 17

94%

6%

 
 

Jan-Sep' 18

95%

5%

 
     
     
 

Radio

 
     
 

Period

Ratio on TV

Ratio on Print

 
 

Jan-Sep' 16

91%

9%

 
 

Jan-Sep' 17

83%

17%

 
 

Jan-Sep' 18

85%

15%