Radio is a transmission of signals through electromagnetic waves to transmit sound and other information through the air. It works by converting information like sound into electronic signals which are transmitted through a transmitter and received by a receiver. The document then provides data on FM radio penetration in various Indian cities from 2007-2011 and the devices owned by FM listeners. It also lists the top advertising categories on radio and the top 10 towns in India for radio listenership. Finally, it discusses aspects of radio advertising like spot advertising, factors to consider for planning campaigns, and community radio stations in India.

1. ADVERTISING MEDIA:
RADIO
KARAN SHARMA E-28 10/382

2. RADIO
Radio is the transmission of signals through free space
by electromagnetic radiation of a frequency significantly
below that of visible light, in the radio frequency range,
from about 3 kHz to 300 GHz.

3. How it works!!!!
Information such as sound is transformed into an electronic
signal which is applied to a transmitter. The transmitter sends
the information through space on a radio wave
(electromagnetic wave). A receiver intercepts some of the
radio wave and extracts the information-bearing electronic
signal, which is converted back to its original form by a
transducer such as a speaker.

4. FM Penetration
This list includes
TAM figures from
TAM Media
Research, list of
FM channels from
the website of
Ministry of
Information and
Broadcasting, radio
industry the
television industry
figures from FICCI-
KPMG report 2012
and list of AIR
stations from the
websites of All
India Radio and
Prasar Bharati
respectively.
*FM PENETRATION IN MUMBAI, DELHI, BANGALORE AND KOLKATA
CITIES/POPULATION
AND FM PENETRATION
TOTAL POPULATION- ALL 12+
(FIGURES IN ‘000)
FM PENETRATION
(FIGURES IN ‘000)
2007 2011 2007 2011
DELHI 11396 18523 6723 16321
MUMBAI 14349 16674 7347 11655
BANGALORE 5131 6050 3646 5274
KOLKATA 12375 13583 7851 8740

5. FM Penetration
*RAM MARKETS
CITIES/POPULATION AND FM
PENETRATION
FM PENETRATION
(FIGURES IN ‘000)
2007 2011
DELHI 6723 16321
MUMBAI 7347 11655
KOLKATA 7851 8740
BANGALORE 3646 5274
*DEVICES OWNED BY FM LISTENERS
CITIES/
% OF MOBILE
DEVICES
OWNED
MOBILE
PHONE
RADIO SET/
TRANSISTOR
2 IN 1 HI FI MUSIC
SYSTEM
WALKMAN/
DISCMAN
2007 2011 2007 2011 2007 2011 2007 2011 2007 2011
DELHI 39 98 73 28 32 11 10 12 7 4
MUMBAI 49 99 41 17 33 10 21 15 12 4
BANGALORE 34 95 58 48 40 22 10 13 12 6
KOLKATA 40 95 68 53 25 18 13 12 4 4

6. REVENUES
CATEGORY AVERAGE PRICE
EXPECTED PER
LICENSE (INR billion)
NO OF LICENSES Total collection (INR
billion)
Category A+ 0.21 4 0.85
Category A 0.13 19 2.51
Category B 0.05 29 1.60
Category C 0.04 175 7.00
Category D 0.008 609 4.87
Total 839 16.83
YEAR INDUSTRY
REVENUE
(in INR billion)
2006 6
2007 7.4
2008 8.4
2009 8.3
2010 10.0
2011 11.5

7. Top Advertising Categories and
Companies

8. Top 10 towns in INDIA with Highest Radio Listenership
RADIO LISTENERSHIP

9. Top 10 towns with Radio
Listenership
Rank Towns States Radio Listenership
Per 1,000 Population
1 Quilandy Kerala 524
2 Tirur Kerala 486
10 Kozhikode Kerala 480
3 Kunnamkulam Kerala 474
4 Ponnani Kerala 461
5 Kannur Kerala 433
6 Kochi Kerala 420
7 Thiruvalla Kerala 411
8 Kayamkulam Kerala 409
9 Malappuram Kerala 402

10. RADIO ADVERTISING
 SPOT
ADVERTISINGSpot advertising is the most commonly used form of paid-for-advertising on Commercial Radio. Spot airtime can
be bought across different dayparts and days of the week depending on the objectives of your campaign.
J-ET is Commercial Radio’s ground breaking electronic trading system which enables advertisers and agencies to
plan and buy spot campaigns electronically as well as track actual delivery and the majority of major media
planning and buying agencies now subscribe to J-ET.

11. Key Points to consider when
planning a radio campaign
•Commercial Radio comprises over 300 stations, each covering specific geographical
areas attracting specific listener profiles.
•RAJAR is the radio industry’s audience measurement system and agency media
planning systems such as Mediatel use RAJAR data to help identify the most efficient
schedules by target audience and by region.
•Research demonstrates that when people are involved in a related activity or in a
relevant mindset, recall of advertising goes up. So don’t just think in terms of numbers
(“when are most of my target audience going to be listening?”), but also in terms of
modes and mindsets (“are there key times when the consumer is more likely to notice
my ads?”). The optimum schedule should take both of these into account.
•Whilst the most common spotlengths are 30 and 40 seconds, spots can in effect be
any timelength up to 60 seconds or even longer. The longer the timelength, the more
expensive the spot airtime will costs. Ultimately this boils down to the creative ie. how
long does the ad need to be to get the message across as impactfully as possible.

12. Key Points to consider when planning a
radio campaign
• The standard campaign length for most individual campaigns
is four weeks.
• However again this will depend on objectives
• The standard frequency which the majority of planning
agencies will work to is 4 OTH.
• This allows for the fact that a lighter radio listener will
potentially hear the ad a couple of times in a week whilst a
heavy radio listener is likely to hear the same ad 6 or 7 times.

13. COMMUNITY RADIO STATIONS
 Gurgaon Ki Awaaz, Lalit Lokvani, Chanderi ki Awaaz ...India’s
community radio stations are reaching out to touch lives and
livelihoods in little hamlets and towns across the country with
useful nuggets of information spiced up with local folk music
and radio plays.
 India has 135 community radio stations and another 300 are
in the process of being set up. “Community radio station
(CRS) is a medium that has potential to bring a silent
revolution as it is connected to the daily lives of people,”
Supriya Sahu, joint secretary in the ministry of information
and broadcasting, told IANS. Unlike television and radio,
where audiences are passive listeners, community radio
involves people in communication and interaction
 · India has 135 community radio stations and another
300 are in the process of being set up.
 · Tamil Nadu has 22 stations

14. FM Radio Stations around Delhi
Frequency in MHz Radio Station Name
90.40 DU 90.4 FM (Delhi University)
90.40 Radio Jamia (Jamia Milia Islamiya University)
91.10 Radio City
92.70 Big FM
93.50 Red FM
94.30 Radio One
95.00 Hit FM
96.90 IIMC Radio (Indian Instt. Of Mass Comm.)
98.30 Radio Mirchi- It's Hot
102.60 AIR FM Rainbow (All India Radio)
104.00 Fever FM
104.80 Meow FM
105.60 Gyan Vani
106.40 AIR FM Gold (All India Radio)