2016
Placement of advertising in radio becomes more and more attractive due to many factors. Major factor is a simple communication means with potential clients as radio is available at home, car, public transport, mobile phone or internet. Almost all categories of listeners apply radio and its segment is diverse. It is possible to listen to radio at work, while driving, during physical activities. Advertising price is also important as radio is far low-cost than TV.
IPM Research monitored 7 radio stations since the beginning of 2016. During the year 2 radio stations were added. We present the results of radio advertising monitoring of the following radio stations:
- Radio Palitra
- Radio Imedi
- Fortuna
- Fortuna+
- Ar Daidardo
- Auto Radio
- Commersant
- Radio Maestro
- Apkhazetis Khma
Let's see which radio station is distinguished for the share of advertising. During 2016 in total 1181362 ads were placed in radio stations. The biggest portion of ads was placed on Radio Imedi - 217549. Ar Dairado occupies the second position with 206959 ads and Radio Fortuna is the third with 183998 ads.
The chart shows the share of commercial and sponsorship ads in monitored radio stations during 2016.
As for the number of commercial ads the top 3 radio stations are: Ar Dairado with 178 622 ads, Radio Imedi - with 153 312 ads and Radio Fortuna - with 138490 ads.
The share of commercial ads is divided in the following way:
IPM Research monitors expenses according to official prices and hence, the expenditure of ad campaign is evaluated only in regard with commercial ads. According to official investment the radio stations are represented in the following consequence:
Radio Ar Daidardo occupies the first position with USD 2744565. It is logical as this radio station presented the biggest number of commercial ads. Radio Fortuna is on the second position with USD 2376387 and radio Maestro comes the third - with USD 1856599. The statistics is quite interesting in case of Radio Imedi. It occupies the second position in terms of commercial ads' number but is on the fifth place with official price - USD 1570707.
The chart shows the advertising investment of monitored radio stations in accordance with official price, during 2016.
