MUMBAI: A new TAM Adex study says that radio channel Promotion on TV saw a colossal growth of over three times during January-September 2007 over January-September 2006.

Advertising of radio stations happened more on national channels, as against promotion of the print medium, that was skewed towards South zone channels.

Interestingly, with the mushrooming of private radio stations in several small cities, Regional general entertainment channels led in advertising of radio channels, whereas regional news channels were preferred for print promotion on TV.

`Music Broadcast Pvt Ltd` led the radio channel promotion on TV with 38 per cent share.

Radio Mirchi 98.3 FM and Asianet Radio 648 AM had seen an advertising growth of 1.3 and 1.2 times respectively during January-September 2007 as compared to January-September 2006.

83 per cent of advertising volumes on TV during Q3 2007 were contributed by Radio Mirchi 98.3 FM and Radio City 91.1 FM.

Radio City 91.1 FM ruled on national channels followed by Radio Mirchi 98.3 FM. Radio Mirchi 98.3 FM contributed 41 per cent of advertising volumes on Regional GECs; whereas on `Hindi GECs` Radio City 91.1 FM did maximum advertising.

The top five Radio Channel advertisers had a 93 per cent share in the overall Radio Channel promotion on TV during January-September 2007.

Rainbow FM 101.9 was the top new Radio Channel and `Mint` among the Print Publications was advertised maximum on TV during January-September 2007.