Radio AdEx data drops as OpenAI deepens ChatGPT ad push
TAM's radio numbers and a clutch of new brand-ambassador and campaign signings dominate a quiet mid-September news cycle, while OpenAI's ad expansion keeps AI-driven adtech on the trade's radar.
Media buying and data
- Radio ad volumes inch up as real estate leads spender charts (2026-09-16) — TAM's Jan-Jul 2026 numbers show radio still growing modestly even as advertisers concentrate spend in a handful of categories, a signal worth watching ahead of the festive quarter. exchange4media
- Maruti Suzuki holds on as India's top radio advertiser (2026-09-16) — Auto's continued dominance of radio spend even as digital eats into traditional media budgets tells buyers where the category still finds reach efficiency. exchange4media
Campaigns and brand ambassadors
- Dollar BigBoss signs Mahesh Babu for southern markets (2026-09-16) — The innerwear brand's regional star signing shows how national FMCG players are still leaning on top Telugu talent to crack the south rather than relying on pan-India faces. afaqs!
Brand strategy and platforms
- DP World plots a shift from logistics utility to consumer brand (2026-09-16) — A B2B port-and-logistics giant courting consumer recognition signals how infrastructure players see brand equity as their next competitive lever. afaqs!
- Max Fashion bets on Sanganer block-print heritage line (2026-09-17) — A mass fashion retailer going deep on regional craft rather than global trend-chasing is a bet that heritage storytelling still sells at scale. afaqs!
Adtech and digital
- OpenAI adds sponsored agents and shopping tools to ChatGPT Ads (2026-09-17) — Conversational, clickable ad units built into ChatGPT push AI chat further into performance marketing territory that Indian advertisers will soon be pitched on. afaqs!
Regulation and industry scrutiny
- Dentsu India's tax scrutiny reported to have widened (2026-09-16) — Renewed Income Tax department attention on the agency's cross-border payments keeps pressure on holding companies to clean up royalty and IP structures. exchange4media
Worth watching
Track whether Dentsu's tax scrutiny widens to other networks, how InMobi's IPO paperwork progresses, and whether festive-season OOH and radio spends convert into a stronger Q3 for media owners.
