[cr-india] govt advertisers on FM radio

[sajan venniyoor]

Here's something for CR broadcasters to explore.

Sajan

Government departments debut on FM radio   
28 Feb 2006
      
Summary: Government departments are using FM radio as part of their advertising mix for the first time, according to TAM AdEx data across four cities in January this year. The two trend-setting ministries are the Ministry of Health and Family Welfare and the Department of Consumer Affairs.    
      
The AdEx data for new advertisers for January 2007 (for Chennai, Delhi, Mumbai and Kolkata) reveals two trends that will gladden the hearts of private FM stations across the country.

The first is the use of FM by the government (both state and central) across the country. In January, The Ministry of Health and Family Welfare was in the top ten new advertisers list in all four metros, as was the Department of Consumer Affairs.

The second trend worth watching is that more local players are coming on air, witnessed by the fact that other than the two government advertisers mentioned above, Nimbus Communications is the only other advertiser in the top ten common to all four metros.

Another interesting development could be a pointer to the days ahead – and perhaps the importance of the role that radio could play in elections. Maharashtra Nav Nirman Sena has used FM radio heavily enough during the run up to the recent Mumbai Corporation elections to figure in the list of the top ten new advertisers in Mumbai 
  
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