MUMBAI: E-commerce companies have emerged as big spenders in 2015 on radio. The KPMG-Ficci Indian Media and Entertainment Industry Report 2016 details the emergence of this sector in radio advertising over traditional sectors like retail, FMCG and financial services.

The report says that an estimated 10 per cent of radio advertising now comes from the government and political parties. The radio industry has grown at a steady CAGR of 14.5 per cent from 2011 to 2015 and grew by 15.1 per cent in 2015 to reach revenues of 19.8 billion rupees, the report notes. Growth has been driven by - volume enhancement in tier II and tier III cities and an overall increase in ad rates.

Radio's share in overall media and entertainment industry pie constinues at approximately four per cent of the total advertisement market size, the report notes.

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