Radio wins in Delhi

As campaigning for the assembly elections in India’s capital, Delhi, came to a close on Thursday, radio had already emerged a winner in the political battle, Asia Radio Today reports. 

According to the Financial Express, the Delhi radio market, which is worth $58 million (Rs 3.6 billion), is estimated to have earned an additional $3.24 million (Rs 200 million) from political ads by the three main parties –Bharatiya Janata Party (BJP), Aam Aadmi party (AAP) and Congress.

Delhi has eight private and three government-owned stations and each channel aired 40 to 50 political commercials every day during the campaigning, with a full inventory for more than a month.

Studies have shown that radio has almost 90 percent penetration in Delhi, making it a truly mass medium.

The fact that radio advertising is much cheaper than TV or print has also contributed to its increasing role in political campaigns.