Radio Advertising

Executive Summary
Advertising in general expresses the positioning. Powerful advertising is the result of powerful planning. Great ideas and great ad campaigns don’t just pop out from no where, they are built on the key communication points that motivate sales. Radio is entirely a medium of sound, which evokes smells, sensations and visual images which brings the listeners imaginations into play. Radio advertising is one of the tools of advertising which is effectively used for communication and positioning. It is one of the foundations for effective and successful advertising. Radio can be used effectively for advertisement since it can target the large audience because of its high reach. Radio is good at increasing awareness about the brand and business and helping in building the brand image. But all this was only for pure academic purpose. With the advent of television radio lost its popularity and thus its purpose with the marketers. This led to sharp declines in the proportion of advertisement spending on radio as compared to other media. But then came the governments order on liberalization and privatization. This brought about loads of changes in the world of radio broadcasting in India. Prominent and established companies entered the business of FM Broadcasting. FM broadcasting has breathed a new life into the medium of Radio in the past few months. Could radio now think this as a new phase of its life or a re-birth? Of course yes, people are today talking only Radio---- Radio Mirchi, Radio City, RED, Go and WIN. One will find people with radio sets of different shapes and sizes listening to their favourite music on roads, in hotels, even the bidi shops aired on any of the music channels. The radio channels are now vying against each other to provide their best to the listeners

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Radio Advertising

However one can see that although radio is an excellent medium it has been used to its full potential and various efforts should be taken to improve it as with proper direction radio can reach heights as it is the cheapest and a very good medium.

Objective
Through this project my objective has been to understand the following • • • • • To find out about the current scenario of the radio industry. The reasons for a stunted growth of the industry The various steps in radio advertisement Realizing the needs and wants of consumers and fulfilling them What the various radio stations have to offer the masses.

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Radio Advertising

Research Methodology
Through this project I have made an effort to understand the advertisng tool called radio advertising which is being increasingly recognized by marketers as a powerful tool that helps in finding new customers and retaining the existing ones at a much lesser cost.

Primary Research:
The aim of primary research was to understand radio advertising as it is seen in the corporate world. To understand this I have taken two interview from different fields. Mr. Madhav Joshi who is currently working in Leo Burnett who helped me understand what all goes into the making of a radio advertisement. The mode of interview used was an informal one where he answered my questions on one to one basis. Also Mr. Sudarshan Sahe the senior marketing manager of Radio City gave me an interview and helped me in trying to understand as to how the station works and looks after the needs of its consumers

Secondary Research
The aim of secondary research was to understand as to why radio advertising has been able to grow at a considerable rate as compared to the other media.also the fall out of radio in the last decade . It was also undertaken to understand how radio advertising is done and what re the current players in the market. Secondary data collection method: desk research Secondary data collection sources: internet, books, newspaper articles

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FM radio is a new entity altogether and has to deal with new market dynamics. down market and not so cool. Media owners dealing with new markets will virtually have to draw up their strategies as they go along. in its new avatar-fm-radio is all set too become the hippest. outnumbering television sets 3:1. The involvement of listeners to radio is low. That should open up a vast new market of consumers-100 million Indian households own an estimated 150 million radios. radio has a 5 % to 12 % 4 . coolest and most with -it medium. In fact. as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. The geographical area covered by radio in India in India is as high as 98 percent and the penetration level is approximately 97 percent. But thanks to technology radio is making a comeback. Not so long ago radio had been written off as fuddy-duddy.Radio Advertising Introduction Old media don’t’ die! They just bounce back in new avatars. But FM presently covers only 17 percent of the area and 21 % of the population of India through transmitters. However in spite of the various challenges the emergence of private FM stations is certain to increase the quantum of radio advertising in the country . innovative and grab away eyeballs from TV sets and make them tune into their radio sets. Ad revenues will also not be easy to come by. Vis a Vis television or print media. Globally depending on each country. Currently radio has just 2 percent of the 9000 crore Indian advertising market according to an Arthur Anderson’s survey. It’s a whole new challenge and competition is never far away. much like satellite channels did to the quantum of television advertising in the country. create programming that is new. Television and later “new media” were touted to being the media of the future. The other challenge for radio in attracting advertisers is the nature of the medium-radio has always considered being a reminder medium.

cellular phone service or auto related products would have a good impact when advertised on radio is primarily known as a “drive time” medium most people who turn in are doing so while commuting. While TV is a family medium.FICCI estimates FM’s share up from the present 1. and the emergence of lifestyle advertising. This would be the key when evaluating the medium. as the car population is much bigger. On the higher side are countries like the United States with 13 %.5 percent to 5 % in five years.Radio Advertising of the advertising cake. As said earlier. For example. 50/. Canada with 12. They have also forecasted that revenues from radio advertising in India will be Rs. With the coming of more channels. Given that radio has penetrated into 100 million homes and a FM set costs around Rs. radio will become a push and pull medium. 1200 crores by 2005 and Revenue of radio services is expected to rise to Rs 689 crore by 2008 at a CAGR of 30 per cent. FM station executives are not forthcoming on multi-platform strategies as yet. is not just making a comeback but is being reincarnated into a new avatar.1%. Also advertising of certain product seems to work very well while some might not. radio is personalized. Rs. 5 .7% and Spain with 9. Thus the potential if FM is better is bigger town. Also one must not forgot that radio continues to be a medium that has tremendous reach among the poor and marginalized sections of society.

data for a radio modem or whatever).5 fm “what the announcer means is that you are listening to a radio station broadcasting an fm radio signal at a frequency of 91.535 kilohertz to 1. Both the transmitter and receiver use antennas to radiate and capture the radio signal.5 megahertz. but FM did not become really popular until the 1960s.500.000 cycles per second. encodes it onto a sine wave and transmits it with radio waves. Megahertz means "millions of cycles per second. When you listen to a radio station and the announcer says. and frequency allocation for AM radio occurred during the 1920s. Your fm (frequency modulated) radio can tune in to that specific frequency and give you clear reception of that station. In the 1920s.5 megahertz" means that the transmitter at the radio station is operating at a frequency of 91. radio and electronic capabilities were fairly limited." so "91. hence the relatively low frequencies for AM radio. "you are listening to 91. The receiver receives the radio waves and decodes the message from the sine wave it receives.Radio Advertising Some Basic Technical Knowledge Any radio setup has two parts: • • The transmitter The receiver The transmitter takes some sort of message (it could be the sound of someone's voice. He built the first station in 1939. The first radio broadcasts occurred in 1906 or so. pictures for a TV set. Common frequency band includes the following… • • AM radio .7 megahertz FM radio . All fm radio stations transmit in a band of frequencies between 88 megahertz and 108 megahertz. 6 . This band of the radio spectrum is used for no other purpose but fm radio broadcasts. FM radio was invented by a man named Edwin Armstrong in order to make high-fidelity (and static-free) music broadcasting possible.88 megahertz to 108 megahertz AM radio has been around a lot longer than FM radio.

1. The Indian Protographic Record Society (IPRS) and Phonographic Performance (P) Ltd. 9000/. at which they are supplying music to AIR). 1000 an hour. One minute is reserved out of 10 .000/-. salaries and other expenses.per hour.Aspect A Licencee pays Rs. The IPRS is demanding Rs.seconder costs Rs.000/. Add Rs. Cost ..000 per hour.minutes. considering the limited range and listenership supposing a 30 .500. Add Rs. advertising time available for sale is 9 . They are demanding Rs. the total revenue generated is Rs.Radio Advertising Royalties FM is primarily a music channel. PPL is demanding a royalty of Rs. An hour long show thus costs Rs. 250 per hour of needle time. Thus. 7 . 10.of the licensee fee to AIR. In other words.minutes for social awareness advertising. 6. Another estimate puts the production cost of an hour long programme around Rs.000/.for the technology.for the music. 12. Studio hiring costs are between Rs. 6000/. 6. 100 per hour. 13. so the question of royalties is relevant.Minutes have been set aside for advertising.500/. (PPL) are supposed to hold all the rights of royalties. 18 advertisements each of 30 seconds can be accommodate in an hour. The total expenses are thus Rs. This is the high target.500 to Rs.Rs. The IPRS claims royalty for the original composers and authors of music. 3. 500 at prime time for 18 such spots. the actual duration of a piece of music. Add Rs.500 per hour (as against Rs. Besides the tariff card should be modest. 500 . 100 per hour. 1. 10 .

This saw the beginning of what was later looked on as the 'Golden Age of Radio'. That was not all. News.. sports. A network soap opera could be followed by a 15-minute newscast followed by one hour of a concert. However. A large number of popular shows moved from radio to TV. People in households would gather around the radio to listen to their favorite programs much as they do today with TV. The 1st paid announcement on radio was a 10-minute capsule from Howthorne Court. It has benefited listeners and advertisers alike and earned the status of a 'Constant Companion'. Radio became the first medium delivering entertainment to the masses in their homes. as the radio industry was also losing a large number of talented staff to TV. drama. live musical recordings would be presented in 30 or 60-minute programs. experts give a lot of credit to David Sarnoff who actually conceived what is called as the "radio music box". Early 1920s saw the launch of commercial radio. This era was characterized with 'block programming' wherein radio offered something to everyone. It took quite a while before Reginald Fessenden developed the first radio receiver in 1913.Radio Advertising Advent of Format Radio The arrival of 'Moving Pictures' with sound and then 'Television' were expected to be the death knell for 'Radio'. Audiences were charmed by the audiovisual experience of TV.. However Radio has not just survived repeated predictions of its demise but grown tremendously. His persistence paid off in 1919 when such sets were available for general purchase. a Queens based Real Estate Company. What allowed Radio to accomplish this feat? Read on for the long journey the Radio industry has covered thus far. that Guglielmo Marconi invented an antenna to send and receive radio signals. 8 . Then in the 1950s TV began to catch the public's attention. It was way back in 1895. It was Sarnoff who suggested that radio should be mass-produced for public consumption.

studying and more. cooking a meal.Radio Advertising At this point in time. Being the only medium that could be carried and used wherever you are. As the story goes.at that time a radio receiver used to be a status symbol in this country. format radio definitely made radio not just survive the onslaught of TV but also made it grow tremendously. radio experts discovered an opportunity that only radio could provide. This era also spawned two of radio's greatest strengths: immediacy and local service. 9 . This led to a change in the way radio time was being sold. They observed that the customers would usually come and play the same songs that they liked. like getting dressed for work. there are radio sets in about 105 million households in the country. As radio was being used as a background medium of entertainment. Format radio strategy was based on providing the same kind of entertainment to a selected audience. According to estimates. Irrespective of the form it came in. In fact. The shows therefore had to be reflective of various day parts in the life of the listener. seven days a week. Sales people shifted from selling programs to selling commercials. over and over again. But today its possession is taken for granted. throughout the day. traveling to office. The total number of radio sets at the time of independence in 1947 was a mere 275000.From this insight emerged the "Top 40" format or the "Contemporary Hit Radio (CHR)" format were the most popular hits would be played on a higher rotation. Storz and McClendon used to frequent a local malt shop. which had a jukebox. It also led to a shift in the way radio programs were scheduled. it had to be relevant to the listener at every point of time in the day. the staff serving these people would end up playing just the same songs even when the shop was closed. Radio turned 'local' and moved to what is known in the industry as 'Format' programming. They realized that radio was the only medium that could be used while doing other things. it could update you about your world throughout the day while providing you with the entertainment you like all the time. Radio became "The Constant Companion".

in effect. (1997-98). Then. the bidding price for the Mumbai license was reportedly to the tune of Rs 9. through its electronic media regulatory body Prasar Bharti. the Government allowed private FM operators to 'buy' blocks (chunks) on All India Radio. the FM Radio advertising and sponsorship business grew to Rs. the Government auctioned licenses for private FM channels to bolster the revenue. many companies bid for the licenses to operate in key markets. the advertising revenue fell by 50% within a year! This time. the government had to actually face mass withdrawal of bidders because of the huge license fee. Expecting to collect Rs 800 million from auctioning 108 licenses. there are roughly 10 players who will operate approximately in 37 cities across the country.75 crore.Radio Advertising History of Indian Radio For more than 4 decades. book commercials from advertisers and broadcast the whole lot. the competition shrank. Others dropped out saying the business was not viable. players consolidated and the Government extended its deadline. And in 2000. Within 4 years. the Government gave the green light to privatize radio in India. Many gave up. Today. decided not to renew contracts of private FM operators. And the focus on metros was evident in the bidding. Then history changed its course. A handful of serious bidders chose to remain. in June 1998 the Government. 1999 was the historic day when the Government announced that 150 new FM channels would be licensed across 40 cities . prepare programming content. But the going was not so easy. July 6. unable to shell out the high license fee. In response to the Government's offer. the Government of India did not permit private radio stations to broadcast in India. For instance. So.Not surprisingly. 10 . 93 crores with Times of India's Times FM & Mid-Day Group's Radio Mid-Day becoming the main players. In 1993.

which grew rapidly following the entry of private players Currently.for 76 channels in 26 cities. each for Rs 77. a Zee Group company.for stations in Mumbai.2 million and Rs 74 million. The government got the highest bids . The first round of bidding .6 billion as license fee for the privately run FM radio channels in 40 cities. respectively.Rs 97. compared to 89% of All India Radio (AIR). New Media Broadcasting. which focused mainly on the smaller towns. the bids for Hyderabad and Nagpur came next. 11 .Radio Advertising The government collected close to Rs 4. Interestingly.2 million each Radio is expected to follow the growth of the Television industry. while the bids for Delhi were Rs 71.5 billion. won the largest number of bids. garnered close to Rs 3. FM coverage in India is restricted to just 17% of the country.5 million from each of 10 broadcast companies .

00 1.Sun TV Vishakapatnam 1 0. Music Broadcasting became the first firm in India to commence private FM broadcast from Bangalore in July. Mumbai. Patna. Mumbai.50 Incidentally. Bhopal.90 Udaya TV . Bangalore. Indore. Coimbatore.00 17. Calcutta Delhi. Mumbai.17 Delhi.87 20. Mumbai. Vishakapatnam 4 2. Pune Calcutta Calcutta Delhi. Mumbai.37 Sumangali Publications .17 Delhi. Calcutta. crore) 43.Radio Advertising Players in Different Centers Company Location of Centers Number of Centers Bid amount for first years license (Rs. Jabalpur. Nagpur. Tirunalveli 6 41. Indore. Hyderabad. Chennai 12 Hitz FM India FM Living Media Mid Day Broadcasting Millennium Broadcasting Music Broadcasting 1 1 3 3 1.Sun TV Vertex Broadcasting 3 9. Chennai 3 20. 12 . Bhubaneshwar. Chennai. Lucknow Chennai. Lucknow. Cuttack. Ahmedabad.87 Calcutta.87 Entertainment Network [India] Delhi.

the number of FM radio stations targeted is around 300 to 400. Revenue-sharing figure is quite low at around 4 %.Radio Advertising Licence Fee and revenue sharing model Currently. Setting up new radio stations After the second round of privatization. It’s better to keep the revenue-sharing figure low than to have a failed project. Revenue-sharing will follow payment of a one-time entry fee through a process of bidding. There has been debate on whether to recommend a revenue-sharing structure or a fixed amount for a period of 10 years. The objective is to “make FM radio a success story”. The panel also suggested that players wanting to enter the sector in the second round of licensing need to have a technical viability clearance by a financial institution on the financial viability of the project. It has also recommended to the government to release additional spectrum for the use of FM radio companies so that the number of companies operating in one centre can go up. the panel has fixed it at 4 per cent. However.5 per cent. While the private FM players had sought revenue-sharing in the band of 2-2. it is firm on revenue-sharing now. which go up by 15 per cent every year. FM players pay annual licence fees. revenue-sharing also exists in the media sector. Future of Radio Industry 13 . Private FM radio sector would shift to a revenue-sharing model from the existing licence fee regime.

The Rs 1. Also. The new India deserves an active private FM radio sector. Providing free-to-air local broadcasts of music and entertainment. With the government ready to reduce the license fees it will help in attractingnew palyers like reliance which had earlier backed out only due to the entry fees. The future looks bright as the reach of radio is expected to raise post the increase in the number and quality of players in the industry. With more players in the fray the FM radio industry would grow and also enhance the government’s yield from licensing radio naturally. with revenue rising at 23 per cent annually. It can provide a level playing field with benefits for listeners.2 billion by 2007. It is on the basis of these key drivers of growth. helpful information traffic advisories. community announcements and public service messages provide a real value-added service.Radio Advertising FM Radio can play its part in building a stronger business future for India. advertising spending is expected to amount to Rs 500 crore this year. it is being predicted that radio's share in the total advertising pie will see an increase in the medium term. But at current levels of advertising support.6 billion industry is reported to be growing by 31 per cent every year and should touch the Rs 6. Spearhead the government objective of growing the FM radio business in India. each radio station is reeling under the brutal financial impact of high costs. Virgin group has already started exploring the Indian market for suitable partners. various radio stations are coming up with IPO for example Radio Mirchi thus helping them expand. There are an estimated 150 million radio sets across the country.000 crore Indian advertising market. for advertisers. 14 .also government allowing foreign players to enter he Indian market it will help the industry grow. though radio has only a 2 per cent share in the Rs 6. employment & career options.

advertisers or agency can use this medium for brand recall. Therefore radio is more popular. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. They can’t afford a TV set. 15 . • The success of private FM stations. not only are listeners tuning into it more often but also sticking to radio for longer hours everyday. • • • • The advertisers. radio anytime and anywhere they want. pamphlets. • • Radio is considered as a medium where the “Proximity to purchase” is very Radio is a complement to another media. It is also a free medium. who would depend on word-of-mouth. Therefore. • Radio is the least cost medium and it helps to reach mass audience with various backgrounds. publications.Radio Advertising SWOT Analysis Strengths: • Recently. are welcoming the opportunity. because people can listen to 90% of India has access to radio which is unmatched by any other media. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. other media or the high. the government has agreed upon revenue-sharing model. which is 4 % for the growth of the radio stations. Radio also reaches to uneducated village folk who do not read print or ads in local supplements of newspapers. brochures Radio is considered as a background medium. So that they can develop themselves well because this industry is still in an introduction stage. and reveals that radio listenership habits have changed considerably.

research is very important for any advertising segment. The launch of Private Radio FM has managed to create a set of ‘New Listeners’ for the medium 16 . the percentage of listener tuned to anyone station is likely very small. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. Research is the main base to attract client and get more revenue. But. And therefore. • Radio-only nature of radio communication is a tremendous creative compromise. Most of the stations plays much of the music that is played consist of Hindi Film songs. and therefore it is difficult to differentiate between the programmes of the different channels. And like its radio message creates a fleeting impression that is often gone in an instant. • • Increase in listenership numbers but no increase in ad revenue. This is the situation that every radio channel is facing.the large number of the audience in India is fragmented in various remote places. • Fragmented Audience . • • • Launching a radio station with 24-hour news channel Tie-ups with BEST or railway authority for playing the FM in train and in bus. • No proper research available . Many stations are conducting their own research which can be biased.Radio Advertising Weakness: • One of the major weaknesses of Radio is that there is very less differentiation in the programmes that are aired. Short commercials Opportunities: • Getting copyright licenses from the government for running mega events which are aired on the AIR radio station and have been restricted to be aired on other private stations. in India there is no proper research is available. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio.

AIR is the biggest player in India because of its reach. One has to constantly innovate. if some station is targeting the health conscious people then their programming strategy will vary accordingly. At the same time. low charges. This is one of the biggest threats it faces. • • Allowing private FM players to start news and current affairs programmes. and gung-ho about this whole enterprise. • Leaves huge scope for innovation in local market Threats: • The biggest threat to private radio industry players is ALL INDIA RADIO. 17 . With no particular differentiation in the music. And then it is easier for the advertisers also to decide on which channel to advertise. So. government channel etc… • Because of the new government policies there will be more number of stations and then competition will also increase. And can play their station which will exclusively provide with the information relating to that university/college campus. Brand building is thus much more difficult. and that is the challenge. • With the coming of the many more new players in the radio industry each channels can position themselves quite different from others. we are very bullish.Radio Advertising • The new radio stations which will come in future they can have venture with the college or university campuses. there is a fear of losing its brand loyalty. like.

as a percentage of GDP. which lags behind other developed and developing countries During fiscal 2005. 30. with a nominal GDP CAGR of 9. the gross advertising spend in India is estimated at Rs 111 billion.94% over the last 10 years (1995-2005).e. and is expected to grow at 14.636 billion.Radio Advertising Advertising in India India has been among the fastest growing economies in the world. is 0. and growth rates of the advertising industry The Indian advertising spends. 127 billion by fiscal 2006 18 .2% to reach Rs. According to CSO estimates nominal GDP growth for fiscal 2006 is estimated at 10.34%. The nominal GDP for fiscal 2005 was Rs.9%. the nominal GDP growth rate. There is a correlation between the economic growth rates of a country i.

which started off as a single government controlled television channel.4% 0. 19 . radio. which saw the beginning of satellite broadcasting in India. now has over 300 channels covering the Indian footprint.9% 2.0% 43. television.Radio Advertising Segmentation in advertising The five key industry segments comprise print.4% 47.6% 46. cinema.0% 48.0% Internet 0.5% 0. Reforms and proliferation of private players were the key reasons for this rapid growth of the share of television in the advertising industry. Thus.9% 2. The growth of the satellite television audience saw proliferation of a number of satellite television channels offering more choices to media buyers and consumers of entertainment. especially since 1991. This growth was also aided by the economic liberalization program of the Government.5% 6.6% Outdoor 8.9% 0.7% 0.3% 0. the television broadcasting business. resulting in growing ad spends on this medium.2% 46.7% 0.4% 0.6% 41.7% 2.4% 7.9% 43.4% 0.3% Media Spends as % of Total Ad Spend TV Radio Cinema 39.4% 0.7% 2.3% 40.3% The Indian television industry has grown rapidly.5% 7. and outdoor.0% 6.5% 2. These different segments within the industry are at varying stages of growth and corporatization Year 2000 2001 2002 2003 2004 Print 49.

radio has a 5 per cent to 12 per cent share of the advertising cake. Globally. They have people who love to make television commercials. Nevertheless. Santro.5 or Radio City. with 12. it is undeniable that radio can be integral in exposing a new artist.5 Red 93.Radio Advertising Radio Ad1vertising Radio is still the king when it comes to getting your music. Companies that advertise on FM channels today such as Hindustan Lever (HLL). Britannia. Accordingly. On top of that. DSP Merrill Lynch etc are dominating the advertising on each one of the FM channels. On the higher side are countries like the United States. Paradoxically. 70 per cent of the advertising comes from big-budget. Parle. radio currently has only a 2. Radio promotion is an art that demands a certain style you may simply neither have nor desire to cultivate. Canada. Putting it bluntly. Castrol. new product or services to new fans and taking a local market to a national level. But national advertisers are also operational in the local market. Advertising agencies that control the national picture will be slow to move on to radio for creative reasons.7 per cent and Spain. be it Radio Mirchi. with 13 per cent. if not more. 20 .9 per cent share of the total advertising pie in India. Go 92. depending on country. implying that it is as important to them as it is to a retail advertiser.1 per cent. Dr Morepen. it can take a great deal of time to make all the contacts and connections that are required for successful radio promotion. It is a known fact that retail advertising will grow because radio presents the perfect advertising medium for local businesses in a local environment. Today. The best way for a new band to get heard by the public and record label executions is over the airwaves. successful radio promotion revolves around making and managing relationships. it is extremely difficult to obtain meaningful airplay. Amul. national advertisers and the balance 30 per cent comes from retail. with 9.

& Rs. like a food chain that is opening an outlet in Mumbai. and up till now.5 per cent per annum. wants to target a specific audience. and once audiences can be targeted.they feel. all of that went to ALL INDIA RADIO. money from advertising has gone up.g. they have to sit through the full length of any ads which are for irrelevant products.4 million in 2000. and the print medium is too expensive. concerts Vague/ not relevant: This includes memories of ads for local garages. There was evidence of three sorts of memories: Relevant : This includes Ads which mentioned areas or names of specific interest. 21 .9 per cent of the money spent by advertisers goes to radio. Here. Consumer opinions The evidence from the qualitative research is that young people feel their local FM station is aimed at people like them. In such cases. It is also aptly suited for local promotions. However. films. e. outlets selling favoured brands. to Rs 808. probably quite correctly. 600 crores in 2002. it has tremendous potential to eat into local mediums. it does not make much sense to advertise on TV. This makes sense if the advertiser. A clear advantage that radio has is that it can easily target city-based audiences. Revenue from commercials on AIR. Radio is the best bet for such small-scale promotions. Because radio is a real-time intrusive medium. cars and insurance companies . including on Vividh Bharti and Primary Channel (including FM) rose from Rs 393 million in 1990. that most advertising is aimed at adults.Radio Advertising but don't have anybody who knows how radio works. in revenue terms.little or no specific detail remembered Sonic Brand Triggers: Much evidence of children's ability to pick up on musical Sonic brand Triggers (SBT’s) and sing them out loud. only about 2. but the advertising is not . representing a growth of about 7.

The average adult listens more than 3 hours a day. Advantages of Radio 1. Radio is not only the medium of hearing news but also is a source of entertainment and advertising for the rural masses. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. From a marketing perspective. Largest Reach and Frequency Radio offers an excellent combination of reach and frequency. There is no one medium which is ideal for advertisers or every situation. Also. radio has the ability to reach prospects by sex.Radio Advertising Pros and Cons of Radio Advertising Every medium has special strengths and weaknesses that makes it more or less suited to special marketing problems of specific advertising. Therefore radio is more popular. radio builds a large audience quickly and a normal advertising schedule easily allows repeated impact on listener. employment category. 2. Radio also reaches to uneducated village folk who do not read print publications. Radio has a number of characteristics that makes it an ideal vehicle for numerous advertisers as either a primary or secondary medium. there are certain disadvantages of this media which need to be considered. Broadly Selectivity Specialized radio formats with prescribed audiences and coverage areas enable advertisers to select the market they want to reach. 22 . income group. age group. 90% of India has access to radio which is unmatched by any other media. educational level or special interest with a format that adds even greater dimensions to its already strong personal communication environment. ethnic or religious background. They can’t afford a TV set.

National spots can be produced for about one tenth the cost of a TV commercial. While radio may be one-dimensional in sensory stimulation. a strategy that would normally be prohibitively in television. Cost –Efficiency Radio is the least cost medium and it helps to reach mass audience with various backgrounds. With this flexibility of simple formats such as voice only can be created almost immediately to reflect changing market conditions or advertisers can take advantage of special events or unique competitive opportunities in a timely fashion.Radio Advertising Radio’s high overall reach and its ability to provide numerous formats make it a multifaceted medium. Radio has been described as the theatre of the mind. Because of the relatively low cost of production. Audiences that favor certain music may be more prone to an ad that uses recognizable. 4. combined with its flexibility and creativity. 23 . popular songs. The personal nature of radio. Copy changes can also be made very quickly. Radio also offers timeless. Creativity and Flexibility Radio is the most flexible medium because of very short closing periods for submitting an ad. it can still have powerful creative impact. advertisers are able to adapt commercials to the various stations then buy. Also. immediacy. makes radio the choice for numerous product categories. radio ads can be produced very quickly. and local stations often produce local spots for free. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. The musical formats that attract audiences to radio stations can also attract attention to radio ads. local relevance and creative flexibility. 3. This means an advertiser can wait until close to an air date before submitting an ad.

A personal medium The human voice is the most personal means of communication. 6.home audience gives the medium an advantage enjoyed by few other advertising vehicles. As a Complement to Another Media In some cases. A fundamental marketing strategy for radio has been its ability to successfully work with other media to increase reach and frequency or to reach non-users and light users of other media. and persuade them to respond. voices. In the competitive environment facing most companies.of . The radio industry realizes that the bulk of its revenue comes from advertisers who use radio as a secondary medium. As a result many advertising agencies will move their budgets into radio. Proximity to Purchase The mobility of radio and its huge out . 24 . and sound effects to establish a unique “one-on-one” connection with prospects that lets you grab their attention. Radio gives the advertisers the opportunity to take advantage of the right combination of words. music. radio is most often used as complementary medium to extend the reach and frequency of primary vehicles in their advertising schedule. Radio can be targeted by lifestyle formats and is more efficient than other media from a cost and production standpoint. Radio’s daily frequency offers scope for continued messages and hence the consumers are more likely to remember that product and consumer lend up buying that product. it is imperative that brands achieve consumer reinforcement as near as possible to the purchase decision. radio is the primary medium for local advertisers. However for national advertisers and most large local and regional firms.Radio Advertising 5. evoke their emotions. 7.

Radio Advertising Disadvantages of Radio 1. Fragmented Audiences The large number of stations that try to attract the same audience in a market has created tremendous fragmentation. an advertiser has to buy time in individual markets on a station-by-station basis. Poor Radio Attentiveness Just because radio reaches audiences almost everywhere does not mean that everyone is paying attention. 25 . it is difficult to gain effective reach and frequency without buying several radio stations and networks. the buying process can be sheer chaos. 3. Since national networks and syndicated broad cast do not reach every geographic market. Misunderstanding Sometimes there might be a misconception regarding the radio ad as it is only heard. some advertisers wonder if radio is offering too many narrowly defined options. If a large number of radio stations compete for the same audience. For those product categories with broad appeal. as it is audio as well as visual. However. In television the chances of such misconception is less. 4. he or she often switches stations when an ad comes and divides his or her attention between the radio and road. Chaotic buying procedures For an advertiser who wants to include radio as a part of national advertising program. in radio’s quest to continue to fine tune its reach. advertisers who want to blanket the market have to buy multiple stations. which may not be cost effective. 2. When a consumer is listening while doing some work or traveling in a car. This could involve dozens of different negotiations and individual contracts.

9. a drawback if the product must be seen to be understood. 7. No proper research available In India. and it does not always succeed. there is no proper research has been available on the area of radio listening. Short Lived and Halfhearted Commercials Radio commercials are brief and fleeting. They can’t keep like a newspaper or a magazine ad. Therefore. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. Only 20 % of time availability restricts the frequency of message exposure. there could be a problem for the marketers in the sense that they might advertise on wrong channel at a wrong time. Limitations of Sound Radio is heard but not seen. Sometimes the voice really matters. If the voice is irritating then there is a chance that the campaign may flop. 6. Creative Limitations The audio-only nature of radio communication is a tremendous creative compromise. Some agencies think radio restricts their creative options. Radio must compete with other activities for attentions. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. which will be very helpful for the advertisers to decide them on advertising plan and budget and other matter.Radio Advertising 5. 8. RJ needs training It is very important that the Radio Jockey is trained enough to deliver the ad. 26 .

The RJ informs the audience about the sponsored company throughout the programme. Local Radio Local times denote radio spots purchased by a local advertiser for local market. exhibition going on at certain place etc. nearly all radio commercials are pre recorded to reduce cost and maintain broadcast quality. sale. The advantage is less paper work and lower cost per station. Disadvantage includes lack of flexibility in choosing affiliated stations the limited no. They can tailor commercials to the local market and put them on the air quickly – some stations will run a commercial with as little as 20 minutes lead time. airtime. Sponsor Programme Here the advertiser sponsors the whole or part of the programme. RJ Mention/What’s On Mention Here the Radio Jockey [RJ] informs the audience the information given by advertiser about the new product launch. 27 . It involves the same procedure as national spots.Likewise. and copy.Radio Advertising Types of Radio Advertising: 1. Network Advertiser may use one of the national radio networks to carry their messages to the entire national markets simultaneously via stations that subscribe to the networks programs. Most radio stations use recorded shows with live news in between . Radio advertising is either live or taped. 4. 2. Networks provide national and regional advertisers with simple administration and low effective net cost per station. Spot Radio Spot radio affords national’s advertiser’s great flexibility in their choice of markets. 5. of stations on a networks roster and the long lead times required to book time. 3. stations.

so its great time for advertising coffee brands.The exact divisions vary from station to station.12am 12am – 6 am Morning drive Daytime Afternoon drive Nighttime All night Rating services measures audiences for only the first four day parts because all night listening is very limited and not highly competitive. fresh cup of coffee. 28 . Heaviest radio use occurs during drive times (6-10 am and 3-7pm) during the week (Monday.Friday).Radio Advertising Radio Stations Divide Their Days And Their Rates. This information is important to advertisers because usage and consumption vary for different products. this leaves total control of the spot placement up to the station. So most stations offer a total audience plan (TAP) package rate. radios morning drive time coincides with most peoples desire for a steaming. which guarantees a certain percentage of spots in the better day parts if the advertiser buys a total package of time. Radio stations divide their rate cards into dayparts . For example. 6 am -10 am 10 am – 3 pm 3pm – 7pm 7pm. similar to the ROP in newspaper advertising . an advertiser orders spots on a run of station (ROS) basis.However. For the lowest rate .

Instead. In General. 10 second spot should contain 25 words 20 second spot should contain 45 words 30 second spot should contain 65 words 60 second spot should contain 125 words If you’ve never written a spot. Obviously. Check the rate cards of the stations you are interested in. or ask your sales rep. In theory. ranging from 15 to 60 seconds. this is one case where you might want to use a: 60 to take advantage of the “free” air time. In other words. 60 around 150 to 160 words. one could assume that the longer a spot. The cost of a: 30 is usually about 60% to 75%. and voice and can be useful for political message. The longest commercial played on the radio is 120 seconds. or other sports with a information/education content. Those however are rare. a: 30 costs the same as a: 60. 30 is usually 70 to 80 words long. sound effects. the better it will be remembered or at least.Radio Advertising Length of Spots The radio commercials in the test reels consisted of several different spot lengths. 30 seconds sounds like an impossibly short time to get your message across. unless very well written and well produced. 20 sec. 29 . they charge a unit rate. you’ll see that quite a lot can be accomplished in a short time. The spots for advertisement can be for 10 sec. But take a stop watch and time some spots on the air. the more chance there it that it will be heard. sometimes seem a bit too long. the announcement of a new or little-understood service. 30 sec and 60 sec. and a. you may find that 60s. Some stations no longer charge a separate rate for: 30s and: 60s. In fact. A 60 does allow you more variety in music. Research on television commercials proved that this theory holds true for the medium television: a doubling or tripling in spot seconds results in duplication in recall.

There are five basic dayparts on basis of which advertiser can choose. syndications. 2. Although the actual buying may be time consuming and expensive if many stations are involved. Your Dayparts Buying Options Most stations offer several options for buying air time: a) Buying by specific dayparts b) Buying packages c) Buying sponsorships or adjacencies a). or local radio stations. guides an advertiser in a buying decision. while daytime primarily female and nighttime is mostly teen.Radio Advertising Buying Radio Time 1. Station Rates While buying procedures to achieve national coverage may be chaotic. Advertising time can be purchased from networks. Buying specific dayparts This relates to the time period of purchase. This information combined with programming formats. About 15% is allocated to national spot placement and only 5% is invested in network broadcasts. the structure is actually quite straight forward. 30 . Advertisers generally invest most heavily in local placement. Drive-times dayparts attract a mostly male audience. About 80% of annual radio advertising is placed locally. Advertiser may use one of the national radio networks to carry their messages to the entire national markets simultaneously via stations that subscribe to the networks programs. this does not mean they are completely without structure. The time period decision is based primarily on a demographic description of the advertisers target audience. Many stations have local rates for Individual Business and National Rates for Agencies. Networks provide national and regional advertisers with simple administration and low effective net cost per station.

and Friday. usually low-cost method. Is brought to you by………” An adjacency is the next best thing to a sponsorship. Buying packages is an easy. Sponsorships. adjacencies. Sponsorships on top-rated shows can cost up to twice as much as other spots in the same dayparts. Run-of-stations ads. 31 . adjacent to) the program you specify.ads that stations choose when to runcost less than ads scheduled during a specific dayparts. spending less to achieve the same impact. Buying packages As with magazine buying. and fixed positions go for premium rates. b). radio advertising time is purchased from rate cards issued by individual stations. Total Audience Plan (TAP). Weekend sports can also effectively reach teens. Sponsorships or adjacencies A sponsorship is just what its name implies. your ad will run every day just before or just after (in other words. or Best Time Available( BTA). You are associating your company name with a specific program. This means simply that you pay to buy a package of sports at a flat rate and the station decides (within certain specified limits) when the sports will run. If you buy an adjacency. Other fixed-position spots are also available. Having your name associated with a particular show or event can do a lot to reinforce your positioning. Marking a package buy is called buying Run of Station (ROS). “……………. Stations will usually guarantee to divide your sports fairly between drive times and other dayparts. you may specify that you want your spot to run at 6:13 a. For example. c).m. The advertisers sponsor the whole or part of the programme. The price can also increase if an advertiser wants the ad read live on the air by a popular local radio personality hosting a show during a day part. Wednesday. every Monday.Radio Advertising Putting half your sports into drive time and half into midday is a very safe strategy. and these premium spots can be so powerful that you may be able to run far fewer spots than you otherwise would. The RJ informs the audience about the sponsored company throughout the programme.

but that varies depending on your audience and the number of competing stations in the market. As a general rule. Similar survey on listenership has been conducted by IMRB (Indian Market Research Bureau) 32 . like most media. requires repetition to have impact. they’re only for people who are ready for a longterm commitment. To really learn who is listening to your spots. If your audience is business people.Radio Advertising Sponsorships are like marriages. you should also not run on too few stations. you may need to buy two or more stations with widely different formats. (“I run a schedule of 20 ads a week. Flight and schedule are two words you may hear your radio sales representative use when you plan your advertising.”) A schedule is the long-term version of a flight. 3) Frequency Radio. These surveys break the audience down by age and sex. you should run on at least two or three stations. times when one station will suffice. If your target and audience includes both younger and older people. and you can afford to buy drive time on the dominant news/talk station in the market. There are. six months out of the year. There are scheduling strategies that help increase the impact of the spots you place. break the listening week down into segment. however.”) 4) How many stations do you need Just as you should never run too few spots. and then tell you how many listeners each station had in each category. a minimum of 20 spots per week should be aired. that may be all you need to succeed. But how many is enough?Generally. (“I’m running a flight of 80 ads this month. A flight is a group of ads. survey the local market.

There are three basic elements to work with: the announcer’s voice. First. It can also be simple and inexpensive. music. and one higher. There are two good. Your spot can be clever or straightforward. “whose spot was that. a) Using local radio talent 33 . but the combination of words. creative people whose fresh ideas will keep your spots from sounding like everywhere else’s. music. anyways?” The following are some of the factors you should have in mind from the first moment you sit down to plan your spot. 1) The Voice There are two factors concerning voice.Radio Advertising Producing Radio Commercial Producing a radio spot can be a lot of fun advertisers often say it’s the most fun they ever have in advertising. and sound effects.cost options for achieving this. Production can be done in the station’s own studios or in an independent production house. but it must grab the listener’s attention in about three seconds. and it must not leave the listener wondering. and they often employ young. you should use a voice that is appropriate for your image. All these are part of the script. which means not just the words.equipped to produce spots. It all begins with a good script. low.cost option: a) Using local radio talent b) Using an amateur voice c) Hiring professional voice talent. Stations are usually well. and sound effects.

one can have the midday announcer do the honors. 34 .Radio Advertising If station produces the spot. c) Get permission to use an existing recording by a known artist. Female announcers can also be used. Celebrity voices can sometimes be hired. the local community theater or. Studies have shown that women presenters are just as effective as men. c) Using professional voice talent If a very sleek production value is needed hire voice talent from another station. A word of caution: Amateurs can sound stiff and false. (But It’s difficult and expensive to obtain the rights). a child’s. b) Use free music from the station’s library. A woman’s voice. but only a small (but increasing) percentage of all broadcast sales presentations are made by women. b) Using amateur voices One great thing about radio is that even an untrained voice can be very effective. d) Buy canned music (sound alike) in the style of many popular composers in all large markets who supply such productions for a modest charge. Music The power of music can’t be overemphasized. from a talent agency. In fact. or even your own can make listeners stop and pay attention simply because it’s not what they’re expecting to hear. one of their on-air people risk having the voice be so familiar that the listener doesn’t pay attention. the better. Get the least familiar voice available. the less the voice sounds like one of the regular announcers. Listeners will be less likely to tune it out. If the ad runs only in drive time. in larger markets. 2). There are several options for putting music into your commercials: a) Have original music produced.

and it can be a very worth while investment. 4. are available at the local radio station. it’s time to record. ho ho ho. an engineer will record the spot while you and the announcer concentrate on the reading. you bring the listener. and sound effects. The sound of waves on the shore can help sell your vacation package and bird song can put people in the mood for your spring sale. The cost runs anywhere from Rs. Sound Effects (SFX) various onomatopoeic sounds like eeek. and visual images. whistle etc. music. 35 . The tapping Session Once the decision is made about the script. sensations. and don’t expect a performance that could only come from someone reading your mind. You should also understand. When you use sound to evoke smells. can be done having a jingle product. Radio is entirely a medium of sound. 3).Radio Advertising A lot of radio or TV advertising. ding dong. voice. At may be just you and the announcer in the studio. will be more involved with your ideas. At large stations and professional recording studios. A catchy jingle helps potential customers remember you more than almost anything else. Be aware that the announcer may have slight interpretation of the reading than you do.600 to a few thousand rupees. the announcer will operate the equipment. more involved with your spot.

7. 7.Radio Advertising Selling Radio Commercial Selling radio advertising involves a number of steps. breakfast audience.00 a. radio prime time and same as morning drive time News. As all radio stations are perceived to be same it is important to build value into the radio station by offering credible benefits that produced results and solutions for prospective clients. 3.m. music. c) The radio representative may have to show how radio fits into the media mix currently being used by the advertisers. . b) The salesperson must move from the general advantages of radio to the advantages of specific station. the next step is to prepare a proposal.00 p. 12. music. Characteristics Drive time.m. The radio salesperson must be aware that everyone involved in the transaction is looking for different results. .00 p. The media buyer is looking for efficient cost per point. a) An advertiser who is not currently scheduling radio may have to be convinced that the medium in general is for a particular product.10. .12. Dayparts 6 a. Radio advertising faces challenges both from within the industry and from other media as it competes for advertising price. Radio salesperson must begin with the client’s needs and marketing goals.6.m. talk . while the client’s goal is to move product. drive time . . After the salesperson has a firm grasp of the advertising problem. 10.00 a.m. The first step in the process is to meet the client to gain as much information as possible about the client and his or her business.00 a.m. program characteristics of station.m.00 a.m. interested chiefly in news Daytime. or all-news Afternoon.00 p.3.00 a. Often the job of the radio sales person must be conducted on a number of levels. The successful ones begins with the clients problem and sales objectives an move systematically to a solution. talk shows Elements of good radio commercial 36 . .m.m.m. talk shows Music.00 p.

emotional. or mental exercises of a consumer during a radio spot help seed the memory and aid messages retention. or mental response. conversational English. focused. Understand the environment 2. ⇒ Produce an immediate physical. Always relate the brand to customers wants and needs. a tug on the heartstrings. A clever phrase or execution can have consumers asking other people if they have heard the spot. Speak the listeners’ language 3. The consumer should not be burdened with too much information. Keep it simple 5. not what you read 6. Be a clear communicator Creative Radio Advertising These are some guidelines for producing creative radio advertisements:1. Meaningful statistics can give substantial support to your massage. Engage and entertain the listener 4. ⇒ Relate to the consumer. Prioritize the copy points. ⇒ Use plain. Many clients keep tabs on their competition. Judge what you hear. Take it seriously Steps in Radio Ad Production 37 .Radio Advertising ⇒ Be single-minded. Production values are important 7. The effect of a commercial can be multiplied by achieving extension. Dare to be different 9. Plan your production 8. ⇒ Research your product or service. The central idea should be highlighted. D ⇒ Generate extension. Laughter. but they rarely related their features and benefits to factual data.

the producer selects a recording studio 4. An agency or advertisers appoints a producer 2. a rehearsal is held. You are on the air! Measuring the radio’s effect Effectiveness research requires clarity of objectives – what are the agreed objectives of the overall campaign and of the radio campaign within this? Radio 38 . 5. 6. 7. If necessary. The producer sees that the master tape is prepared for distribution on either tape or cassettes and shipped to stations. 9. With the aid of the casting director. if one is needed. the producer selects a musical director and chooses the music or selects stock music. the producer casts the commercial. If music is to be included.Radio Advertising 1. The producer prepares cost estimation 3. The studio mixes music and sound with voices. The studio tapes music and sound separately 8.

In other words. This way. to test whether the campaign is linked to the brand. Radio research can successfully be done using telephone interviewing – ads can be played down the line. It provides a more robust measure of whether they have heard the campaign. playing the ads to consumers. radio advertising research aims can be categorised into two types: ⇒ Marketing issues – to what extent has radio helped to achieve the campaign aims? ⇒ Media planning issues – what effect do different media strategies have on the performance of the campaign? Marketing Issues:. particularly TV. then the effect can be attributed to radio fairly confidently – even if the listeners think the advertising was in another medium.These vary widely and there can be often more than one objective set for a campaign. if the increase in advertising awareness is greater among listeners than it is among non-listeners. Commercial recognition is a valuable technique – i. This tendency to misattribute can be offset by using matched samples of listeners and non-listeners. Consumers tend to misattribute radio-advertising memories to other media.e. This is particularly likely to happen where there is a strong executional link between the two media and/or where there is an history of TV advertising for the brand. Brand names can be bleeped out of the commercial. Below are some typical examples: 39 . and avoids problems of trying to describe the ads.Radio Advertising effectiveness can be measured either using continuous research or in stages (“pre & post”) – the pre-stage is normally the week before the campaign. the post-stage in the week after the campaign finishes. However cases where other media are to be included in the research it might be more appropriate to use face-to-face interviewing. what are you aiming to measure? In broad terms. 1) Defining the research objectives The key to any successful research is to have a clear understanding of why the research is being conducted in the first place.

Media Planning Issues: . when testing different media strategies. Whatever your research objectives.  Secondly. as a secondary aim you might also be trying to test and evaluate the effects of using different media strategies.Use of different day part strategies. you must gear the campaign so that you can test the particular media strategy in which you are interested. If you do intend to test a particular media strategy there are three important considerations to note. once you have defined them make sure that they form the core of the questionnaire you use.there are specific tools available for measuring sales effects for example. bear in mind that you will still be judging the effects in terms of the overall campaign objectives.  Lastly.  Firstly. you will need to be able to separate the effects of each using a separate. Any other questions are of secondary importance 2) The Importance of Split Samples 40 .Effectiveness of different spot lengths .Radio Advertising  .Burst versus continuous activity . for example: . balanced research “cell” for each media-variable. if you are testing a number of media strategies simultaneously.In addition to tracking radio’s contribution to the success of a campaign.Increase sales  Increase footfall / store traffic  Increase brand awareness  Change consumers’ perceptions about a brand  Broaden consumer appeal Not all of these aims are best evaluated with consumer survey research . and most obviously.

tends to dominate memories of advertising. attributed to television in the consumer’s mind.Radio Advertising Misattribution of Advertising:When asked to consider advertising. consumers will turn their thoughts to the most salient source they can think of – this tends to mean TV. the second method has the advantage of questioning people who will have the same history of exposure to the brand. Avoiding Misattribution: Using Split Samples:The simplest solution to the problem of measuring true radio awareness is to split your sample into two parts: listeners (target consumers who have been listening to the radio stations which carried the advertising) and non-listeners (people who do not listen to those stations. 41 . Television. It is particularly important to use split samples where radio is part of a mixed media schedule in order to gauge the true radio effect. but who are the same as the listeners in all other respects). Local distribution levels for the brand will also be the same. with the result that campaigns in all other media are. This misattribution is disproportionately likely to happen with radio and is still more likely to happen when radio campaigns are creatively synergistic with TV executions. as the medium with the most active expectations. then any differences in their awareness or attitudes to the advertised brand can be reasonably attributed to radio – regardless of where they think they have seen or heard the advertising. to varying extents. If the only difference between the two samples is their radio listening. However. Which Option Should You Choose:Neither of the two approaches above is necessarily better than the other.

3) Where to do the research Test And Control Samples In Different Areas:This involves taking two matched samples of respondents in different geographical areas and comparing their advertising responses – one sample will live in the advertised area. It is equally important to ensure weight of advertising for your brand in all other media is the same for both samples. The two geographical areas should also be comparable – (or “typical”) in terms of media and product consumption as a whole. It is important to match the media consumption of the samples (e. media consumption and weight of exposure to the brands’ advertising in other media.thus giving you a measure of radio’s effectiveness. how much TV they watch etc) as well as their demographics.Radio Advertising The key point is that the listener and non-listener samples must be matched as closely as possible in terms of demographics. as this could affect response. In this way. it will be possible to compare the results among those who have been exposed to the campaign with the results among those who have not . This ensures that any differences can confidently be attributed to radio ad exposure. 42 . the other in an area where no radio advertising ran.g.

Radio Advertising Test and Control Samples within the Same Area In this second approach. 43 . continuous radio research is impractical on grounds of cost unless it forms part of ongoing advertising tracking. radio research is conducted in two stages . all of the research is done within the same area.a pre-campaign and a post campaign study. 4) When to do the research The ideal research method is to monitor advertising activity on a continuous basis. however. One part of the sample will comprise people who do listen to the station(s) on your radio schedule. whilst the other part of the sample will comprise people who do not listen to any station on the schedule. In this way it will be possible to compare the results of those who have been exposed to the campaign to those who have not giving you a measure of radio’s effectiveness. Typically. Often. since this allows movements in advertising response to be compared directly to current advertising activity.

In some instances one considers conducting more than two stages of research. the larger the sample the better. 44 . Radio ads can successfully be played down the phone to respondents.Radio Advertising ⇒ The pre-campaign study should be conducted as close to the start of the radio campaign as possible – preferably during the week immediately preceding the radio campaign. having done the post-research. However at some point. 5) The research sample and sample sizes Sample Sizes Generally speaking. This will establish the base levels of whatever is being measured (eg brand awareness). the cost of an increased sample size becomes cost prohibitive and contributes little extra to statistical robustness. to track decay in brand awareness. say. ⇒ The post campaign study should be conducted as soon as possible after the radio campaign has ended – ideally during the first week after the campaign has come off air. For example. it might be worth slotting in an additional research phase during a particularly long advertising campaign or sponsorship. Similarly. Face-to-face interviewing may also be preferable if respondents need to be shown visual ad material such as stills from TV ads. consider adding an additional stage of research some weeks after a campaign has ended in order. 6) Method and questionnaire Telephone research is often used for assessing the effect of radio campaigns: the method is adaptable and can often be cheaper than face-to-face interviewing.

whilst giving a true measure of ad recognition. ⇒ Blind By bleeping out all brand references in each execution and asking whether the commercial has been heard before and then asking for the brand name.e. ⇒ Branded . (e. two different approaches can be taken: blind or branded. attitudes to the advertising/feelings about the proposition).Radio Advertising Commercial recognition is a valuable technique – i. playing the radio ads to consumers – as this is the best “memory jogger” of all. When playing the radio commercials in order to measure commercial recognition. A fairly straightforward questionnaire will take around 10-15 minutes to run through – much longer and respondents will begin to lose interest and concentration! 45 . it is possible to see whether creative treatment has successfully linked the message to the brand. It also delivers a larger sample of people who are identifiable as having definitely heard the campaign: this is useful when analyzing them for their attitudes to the brand.g.this allows prompting for brand-specific data.

Traditionally a high-cost medium. Radio with Television Characteristics of Television TV has traditionally been the most powerful and popular advertising medium for people in the media business. radio has a culture of response where listeners frequently interact with their station which they see as accessible. demonstration. In communication:Given that Radio is perceived as personal medium. the downside with TV is that the audience is now fragmented across many different channels. image. radio can be used for regional or local exposure booster. impact etc. 'what Radio can add' to each medium on three key parameters .coverage. 46 . radio also allows tighter targeting against audiences thus reducing wastage. radio can be used to reach light viewers. Reason enough for us to study the role of Radio vis-à-vis other key media. either in the same period as the TV campaign or later to extend the campaign over time. This is mainly because it does most things well . b) Communication and c) Detailing of communication points. production costs are extremely high and viewers are increasingly avoiding ad breaks.Radio Advertising Radio with other media Most brands tag radio to their existing communication plans. frequency. radio can bring brands closer and speak to the consumer at their level. persuasion.a) Planning. What radio can add: In planning:Radio's main contribution is a dramatic increase in frequency of exposures. it extends TV messages to key times of day when TV audiences are lower or when product relevance is higher.

and this is real frequency in that exposures take place in real time. radio also reaches non-readers so it can significantly increase coverage. A sound. radio allows brands to emphasize specific key times of day. which are absorbed at very low involvement levels. it can bring to life ideas. adding radio also means increased share of voice thus overcoming clutter In communication:Radio brings intrusiveness to a press campaign. 47 . can be transferred on to radio. in most sectors. Radio brings brand messages closer to the individual. radio can more strongly convey the brand's tone. which has been successfully established on TV. What radio adds: In planning:Radio adds frequency. as they tend to rely on rhythm and music. which may seem flat on the page. and there is less ad avoidance. Radio with Newspapers Characteristics of Newspapers Newspaper brings 'immediacy' to a communication. Newspapers also have the authority of the written word. Sonic Brand Triggers are sounds. They leave a brand impression with even the most passive TV viewer or radio listener.Radio Advertising In detail:Radio allows activity to be geographically varied. As a print medium. speaking in a more personal way than press. Example of powerful SBTs: "Britannia Ting Ting Ting" They help to ensure that TV and radio advertising is well branded. which consumers recognize and associate with certain brands. and are good at presenting detail. the national press suffers from clutter and from the fact that the reader can and does edit ruthlessly to avoid advertising. radio can allow a fast turnaround for new initiatives. low production costs mean multiple copy messages can be varied round the core TV communication Sonic Brand Triggers.

What radio adds: In planning:Radio adds real frequency. radio also offers tighter timing . posters also operate within time which people think of as free . In communication:Radio allows more information to be conveyed. radio brings brands closer. radio is better able to communicate the tone or character of a brand. Like radio. as listeners identify with their radio station and see it as aimed at people like them. 48 . it uses extremely simple. In detail:Radio offers speed of production compared with the lengthy process of poster print deadlines. striking ideas to be effective.within time of day.typically travelling time.and it suffers from relatively expensive production. radio allows multiple copy.Radio Advertising In detail:Flexibility means radio allows geographical variation on top of a national press campaign. it also allows localized copy variation relating to a national poster execution. The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial context. in the sense that additional exposures to the advertising are played in full rather than having the listener look away or ignore. day of week or even week of month. Radio with Outdoor Characteristics of Outdoor The strength of outdoor advertising lies in its ability to suddenly confront the consumer with an idea or a challenge. which is useful for explaining or persuading. radio offers far tighter targeting which means reducing wastage. in a very public way.

radio can bring to life ideas which might seem flat on the page. the high levels of clutter.Radio Advertising Radio with Magazines Characteristics of magazines Magazines are useful to advertisers because of the relationship they have with the readers. and there is less ad avoidance.driving. Weaknesses of magazines include the fact that lead times can be very long depending on the title's frequency of publication. cooking. At the post-stage. day of week etc. In communication:Radio brings intrusiveness to a magazine campaign. It allows brands to speak to consumers close to certain activities .time of day. and the reader's inclination to simply turn the page. ⇒ Recall of advertising. They allow targeting by lifestyle and interest group. In many magazines the ads are seen as part of the magazine experience. you will be seeking to detect spontaneous and prompted awareness. housework etc In detail”:Radio offers fast turnaround within the long copy deadlines of magazines. ⇒ Thoughts on what the main message of the ads was 49 . radio also offers a greater share of voice for most categories. radio allows tighter timing . What radio adds: In planning:Radio adds frequency and also extends coverage well beyond the magazine readership. and the opportunity for geographical variations. who consume them in a personal way. radio can more strongly convey the advertising tone of voice. ⇒ Commercial recognition – playing the ads to respondents. which means overcoming clutter.

When the questionnaires are filled. All the interviewers are informed of the above and a questionnaire is given.Radio Advertising Creating the right mix A fieldwork was conducted by IMRB(Indian Market Research Bureau) to know about the listeners which encompassed the entire Mumbai urban agglomeration through a random sampling of 6.000 households and 3. The findings have helped many radio stations to develop. A sample size is decided which is spread all over the target city / town etc. The following is the standard procedure involved in calculating the listenership of a radio station. • • • • • Then the analysis findings are forwarded to the research department and published A project is selected and a deadline is given. With the growing salience of Radio. or on particular request by a company. IRMB believes that time is ripe for a continuous Radio audience measurement system. IMRB International decided to launch RADAR RADIO LISTENERSHIP SYSTEM .the continuous radio audience measurement system in Mumbai. The research can be undertaken by the research agency voluntarily to be sold later to companies. they are complied and sent to the analysis department 50 .600 individuals.

5 SLBC World Space VOA At the country level: % mentioning Total awareness of radio stations Gender of radio audience Female 42% MALE 58% 51 .100 90 80 70 60 Radio Advertising Female 42% 50 40 30 20 10 0 AIR FM1 AIR FM2 Vividh Bharati Radio Mirchi Radio City M ale 58% BBC AIR Primary WIN 94.6 Go 92.

7am .6.00 pm B 14% 7pm . Prasar Bharti(AIR) has the highest awareness which is due to the fact that it is a government channel with a pan India coverage and enjoyed monopoly when the radio space was shut for private players.30 am 20% 18% D/E 45% A 12% Radio Advertising 16% 14% 12% D/E 10% 45% 11.11.11pm A 12% 8% 6% 4% 2% 0% C 29% C 29% B 14% % liste n e r s Socio Economic Classification Listenership by time slots Analysis Analysis While the overall reach of radio in India is high it can be seen above that awareness of private radio channels is not much.30 . Being 52 .

giving the advertisers a vast array to meet their specific target markets. on the other and the 11-2 slot has the women segment listening while the nights are more concentrated on teens. While the sec A. However with new players entering the market and providing them with the content they want the trend is now changing more people are switching on their radio sets even in these categories. specially the teenagers ! When an advertiser places an advertisement he has to make sure that his target audiences are met through this medium. For marketers it then becomes necessary to identify the audience they want to target and respectively book their airtime so as to reach the right audience with the right mix at the right time 53 .30 to 11 slot is the most important slot because many listeners are tuned in the shows are generally family oriented as everyone mostly listens to them and news programs on government owned stations. Various shows are held by the radio stations. Which is why the new entrants are vying for their share of the pie and encouraging the government to release more airwaves for them. Radios are now available at prices below Rs. Radio is very popular with the sec D/E market due to its cheap cost.Radio Advertising the only service provider it was able to penetrate deep into the Indian market. B have a wider variety of entertainment available to them radio is not widely used. In order to meet the requirements of its listeners and its corporate audiences.50 which make it very affordable. Based on these findings most of the radio stations have categorized their shows and advertisement rates to meet the needs of its audiences which can be seen in the various positions of the stations. As the 7. The private fm players mainly having license for big cities and towns although are gaining awareness in cities and towns they are still in their growth stage and for them to be known everywhere they have to diversify geographically and reach the rural population where the radio is a very important medium of entertainment.

R. which is a national service planned. developed and operated by the Ministry of Information & Broadcasting under the Government of India.Radio Advertising All India Radio A.I. Sound broadcasting started in India in 1927 with the proliferation of two privately owned 54 .

New initiatives by AIR Change is in the AIR.Radio Advertising transmitters in Bombay and Calcutta. Add FM radio and you have a formidable arsenal. Mogra and Delhi beaming from dusk to dawn.R. With broadcasts in 24 languages and 146 dialects (home services). educate and entertain the masses. Prasar Bharati now plans a 24-hour news radio station not on FM. 50 high frequency (SW) transmitters and 87 FM transmitters. sports. It caters to the needs of the people. namely. It transmits centrally originated news bulletins in Hindi and English. national. reaching over 98% of the people in the largest democracy of the world. through its transmitters at Nagpur. but on shortwave. AIR has a three-tier system of broadcasting. to nearly 76% of the country's population fully reflecting the broad spectrum of national life. newsreel. spoken word and other topical programs. It was changed to All India Radio in 1936 and it came to be known as Akashwani since 1957 to inform. music.'s coverage exceeds 90% of India. All India Radio has a network of 283 broadcasting centers with 146 medium frequency (MW) transmitters.classical music channels to start with in Bangalore and Lucknow and to be extended across the country later. When India attained Independence in 1947. For FM it has other ideas .I. National channel of All India Radio started functioning on May 18. A. 1988. 55 . and another 10 foreign languages in external services. The Regional Stations in different States form the middle tier of the broadcasting. Including North-Eastern Service at Shillong disseminates the vibrant and radiant cultural heritage of the Northeastern region of the country. plays. All India Radio is one of the largest radio networks in the world in terms of reach. regional and local. AIR had a network of six stations and a complement of 18 transmitters.

Radio Advertising AIR. recommending a suitable positioning for AIR Channels. especially in North East and J&K. MBPL is a company backed by P. Hyderabad. Chat shows. which produces more than 300 bulletins daily. was launched on 21st May 2002. AIR as the radio network that communicates with people in their language broadcasting in 24 languages and 146 dialects contributes to the enrichment of Indian classical music and broadcast fast and accurate. family and Associates. setting up radio clubs and maximizing AIR revenue. AIR planned and developed special packages for the North East and J&K. a venture promoted by Star and Music Broadcast Private Ltd (MBPL). will be launched across the country with a four-digit common number.K. will also cash in on phone bulletins. Kolkata and Delhi at different numbers. The publicity campaign of AIR is focused on projecting AIR as the world's oldest and largest radio network both in terms of geographical and population reach and the only source for news and entertainment for people in remote places. Prasar Bharati is set to launch a major campaign aimed at repositioning and total branding of the two FM Channels of All India Radio (AIR). Prasar Bharati is positioning AIR FM Rainbow as a channel offering a buffet fare . It will promote and publicize sports events covered by AIR besides popularizing existing services like Radio on Demand and News on Phone. The company has received the license to set up radio stations 56 .Hindi Music. and for this it is launching a campaign in select cities.Mittal. Western Music. RADIO CITY [91FM] Radio City. a marketing plan and publicity plan with suitable media mix. Helplines etc. which is on in Patna. development of infrastructure and the changing scenario in the state. focusing on the rich cultural heritage. The entire publicity campaign of AIR is being designed by Prasar Bharati's ad agencies. Prasar Bharati is also planning to fill the vacancies in regional stations. The service. The ad agencies have been asked by the Prasar Bharati to make a strategy presentation.

Mumbai. The Mumbai license was secured for Rs 10 crores. so as to enable more targeted programming in the future. Hoardings all over the city. hours 57 .Music. STAR India’s radio division would provide or take charge of advertisement sales.Bangalore. This is thanks to its promotions. Patna. Delhi. the channel undertook huge promotion campaign in the initial stages of its launch. Radio City’s market strategy is backed up by six months of intensive research in Bangalore. Place: Intensive (all over Bombay) also. The Television “fun ka doze har roz” ad campaign. On the promotion front. Nagpur and Lucknow. teamed up with professional. marketing and programming. information. a perfect blend of English and Hindi music. 2.The airtime. Intensive research is being carried out to ascertain demographic profiles of radio listeners. Delhi. Patna. Target audience Radio City is not looking at any particular segment to target. Mumbai. in mix of Hindi and English For corporate and retailers: . and is trying to create a brand name. 1. Nagpur and Lucknow. a portfolio of entertainment programming 24 a day.Radio Advertising across the country in six cities . Price: Advertisement rates Promotion: Radio city is one of the top 3 stations in the city. The idea is to create the brand and then to move on to specific target programming. Radio City aims to reach out to listeners across demographic barriers. The channel is into sponsoring events especially college festival around Bombay city. The 4 P’s Product: For listeners . vivacious RJ’s.Bangalore. Selective in the sense that it has set up radio stations across the country in six cities .

on the other hand. the success rate with national advertisers is a lot higher than in the case of retail advertisers. The retail market. Because of this the strength of our retail sales team is three times that of our corporate sales team because in retail sales there is this job of exploration and education. breaking to a 10-minute projection in every hour's programmed. besides advertising. involves one-on-one sales and education as to how advertising will help the brand. Radio City will have a four-hour slot in its 24-hour broadcast for advertisement. it is a question of marketing a new medium and educating people about it rather than having to explain the concept of advertising per se.Radio Advertising Advertising with Radio City Radio City also hopes to provide an effective advertisement medium. GO [92. sales and marketing support. National advertisers are all familiar with the concept of advertising. Star India is in-charge of providing the content. make them listen to it. Hence. The process is pretty lengthy. tell them this is how the brand will sound when on radio. probably create a radio spot. Radio city is trying to drive the market by encouraging the ad spends on radio to increase from two per cent to the world average of 10 per cent.5FM] 58 . Radio City has managed to attract advertisements. So they talk to them about radio. and of breaking new ground whereas with national advertisers. This is to fulfill the aspirations of national advertisers seeking vast local reach as well as to local advertisers to access an organized medium for projecting their products and services. IBM and HLL. from small local stores as well as big brands like Tanishq.

Target Audience: Mid-Day's Go 92. Providing an attractive blend of 50:50 Hindi & English programmes. Corporate aiming to serve the cream class of Mumbai can select go92. with a heavy local flavor. belting out the best hits non stop 24 hours a day. “The Sound of Mumbai” from Mid Day multimedia limited. Therefore. The 4 P’s Product: For listeners: the station is focusing on music of course.5 FM. So if the advertiser wants to target a niche population with a fastidious ear for English music you know where to be! It delivers the best international chart topping hits and the most with – it bollywood sounds. along with sports. For corporate and retailers: The airtime 59 . Radio Midday seem to have found a niche for themselves and clearly positioned themselves as 'the English Channel with a local/Indian image'. white-collar and upwardly mobile. It does not only concentrate on Hindi or English but emphasizes on the attractive blend of both the world.5 FM now targets only the socio economic category (SEC) A and B1. Go92. Not to say that big Indian artists with big fame do not feature in their mix. a focus on international artists popular in India. to get an edge. entertainment and business. target audience is young. trailblazing media company.5 FM was launched on 10th May’2002 by mid day group.5 FM targets the upscale Mumbaikars. educated.5fm as a part of their communication programme.Radio Advertising GO 92. The wonderful world of Go 92. They are clear on their strategy and have already started catering to a certain set of audience that is mature. white collar executive whose needs are clearly English music and programming. the channel targets the age group of 15 to 45 year old. and more westernized. It primarily plays English music.

displays at traffic signals etc.5FM GO 92. In complete tandem with the festivities. Second. it is a double positive impact on advertisers. Price: Advertisement rates (Refer to annexures) Promotion: its presence is made known through hoardings. There are two effects of this kind of the new programming. That is by virtue of the audience profile that Go are bringing. indulge in experimental big stuff. especially with the coming in of the 11-2 afternoon slot. That ways they try to be the preferred destination when an existing client wants to sponsor an event or a radio property. Not just a LG CDMA but a LG refrigerator and AC can also be advertised. how they’ll fit it in and this programming mantra helps them in that. At that time. Then they figure out how do they juggle it.5 has in fact re-christened itself as Mumbai’s College Radio station. their immediate reaction is ‘yes’. Go is a youth-centric station and they felt that better way to make their presence better to partner with college festivals Marketing initiatives Go 92. they can have consumer durables on the channel. First. when the client presents the germ of an idea.5. the station had also launched a 13-week College Radio hunt some time back. 90% of their advertisers are the large tickets. They have a classified section on 60 . Wherein auditions would be held for potential talent and the finalists would then be exposed to in house training sessions. So. there are many new clients that will come in.Radio Advertising Place: Intensive in Bombay and exclusive because it does not have a presence in any other city. Advertisements with GO 92. They have retailers also. which was presented by Colgate Fresh Energy Gel. which would equip them with the capabilities of hosting radio programmes of their own.

Zee TV and Tata Indicom. Cadbury. Sony Entertainment TV. The top advertisers on Go 92. Max New York Life. Asian Paints. BPL Mobile. During the first half of 2003-04. Discovery. Tata AIG. Colgate. Alitalia airways. But those are basically the advertisers who are very keen to be on the station.5 and they have had the majority of the revenue coming in from niche English channels such as Star Movies. the station has garnered total revenues of Rs 1. Timex watches. Orange. Kellogg’s. HLL. Go does not plan to hike rates because they are looking at consolidating at the current rates and also trying to minimize the discounts they give to our clients on the rate card. STAR network that is star world and movies. Star World. A few big Hindi properties such as Awaaz and Jeena Isi Ka Naam Hain have been promoted extensively as well. The station is seeing a 50-60 per cent quarter on quarter growth.com. AXN and Discovery. McDonald. 61 . Other advertisers are Tata Motors. Zee MGM. There has been a sizeable increase in channel spends on Go 92.5 in September 2003 were Coca Cola.36 crore. Bazee.Radio Advertising the station called Mumbai bazaar. Zee English.

For corporates and retailers: the airtime Place: Intensive in Mumbai and selective all over the country because it has other stations in Delhi and Kolkatta. Red FM may not be modest but it is certainly witty. Mumbai and Kolkata for the first year.Radio Advertising RED [93.5 MHz hit the airwaves in Mumbai first on June 26. 62 . An additional Rs 20 crores has been invested on infrastructure etc in these three cities. followed by Delhi and Kolkata. reliable. Described. The ‘take aways’ are plenty – everything that the station says and does is of relevance to its listeners. Because it is more a mature audience. screams the advertisement of Red FM. uncomplicated and honest. friendly. the 24-hour FM radio channel from the Living Media stable. weather. 2002. city-specific events and the latest buzz on everything current. They changes everything in terms of how we play music and the RJs we have according to this target group The 4 P’s Product: For listeners: The programming mix has non-stop music interspersed with Red FM’s ‘crisp’ and ‘entertaining’ updates on traffic. as a bright. Target Audience 93. energetic and passionate Apparently.5FM] “Red is in your Head”.5 Red FM caters to 25-plus age group. And in the second phase.87 crores as license fees for the three centers of Delhi. warm. The much-awaited Red FM on 93. RED FM has spent close to Rs 17.

innovative methods like painting Double Decker buses. this is an important task in terms of helping the advertiser.Radio Advertising Price: advertisement rates. Moreover. Based on the need of the advertiser. trains etc have also been adopted. Red is also focusing. KC. Also it has a tie up with shopping malls like crossroads and ‘Groove’ a music store. which promote the station. Endorsing advertising on RED is not just about buying spots. they went on air live from a night club like Velocity and received a huge response from the listeners. they carried a DJ live on turntables from their studios. tailored to the customer’s needs. They have other high profiled clients like Sony 63 . So if a retailer wants to announce his sale and he does not have a big budget. Recently. Marketing initiatives It stays connected with youth by being in touch with the committees of various colleges in order to collaborate with them on internal festivals. Red’s current advertisers profile includes both retail clients and corporates. their job is to suggest that instead of a 30 second spot. Advertisement Red Fm does not go to sell radio spots but works like a consultant with the client. Every committee hosts its own festival and Red has been in touch with committees from Jai Hind. for the first time in India. towards the influence of one station with the other. but is a total experience. HR and nearly every other college in North Mumbai. play a 10 second spot through the day. they form a healthy percentage of advertisers. they suggest the best ways of achieving the objective. (Refer to annexures) Promotion: Red Fm is affiliated with some clubs and pubs. use their strengths and improve co-ordination between the three stations. With in a few days of launching. They have 100 hoardings all over Mumbai city.

They do produce jingles according to the advertisers and if the advertiser or the client wants to use that jingle somewhere else in some other media. There are several questions that RED FM identifies before making a time-band suggestion. They take 100 % money in advance from the direct client. length of the commercial. Metlife. then the client has to pay substantial amount of money to radio station because if they produce a jingle that is their assets. Coke. However. For male dominated products. if there were a cookery show. LG. ICICI Prudential. The normal jingle length is 10 seconds and again here rates will differ on the basis of the sound effects.and the rates might increase or decrease depending upon the need of the advertisers. they would advise the drive time hours or the late night show. they could slot it in the 11–6 time band when people are going to the market or when a housewife might be listening to the radio while cooking. Zee. HT.000/. none of them have refused to consider them in their media plan. music. there would be food-related brands advertising on it. background conversation. Idea. Hutch. and therefore they faced a major drawback in terms of losing out on a number of corporates. we would advise a cosmetics brand to advertise on that programme. And from the nonaccredited ad agency. State Bank of India. Is it a women’s product? Is it male-oriented? Is it a retailer? If it is a retailer. 64 . surveys reveal that a number of men like tuning in to radio just before sleeping. The do give some discounts to the accredited ad agency. Their revenue only from Bombay is more than two crore. Kotak Mahindra and Dabur among others. similarly. as they had already freezeed their media budget for the year. If there were a programme on beauty tips. 4.Radio Advertising Entertainment. face-to-face conversation. the shortcoming is only in terms of delay. They normally charge around Rs. Red FM was launched six months late.

Mumbai.3 FM.3FM] Radio Mirchi belonging to the Times of India Group is in an enviable position to encash into a monopoly the 10-year license period for FM radio in the 12 cities it won. This segment addresses about 12 lakh listeners 65 . 'it is hot. Radio Mirchi is now present in seven Indian cities and is the only company with private FM radio stations in all four metropolitan cities of Delhi. Indore and Pune. Radio Mirchi has landed this gift indirectly from Reliance and Zee who chickened out of the FM radio business after instigating a bidding war resulting in unviable and exorbitant license fees (Rs.they are a contemporary hit radio station.SEC A and B and in that too mainly youth and housewives.Radio Advertising RADIO MIRCHI [98. debuted in Mumbai. 9 crores annual fees for Mumbai). they are also the only private FM radio broadcaster in the cities of Ahmedabad.' They have a very clearly defined position . On April 23. on 98. and their Target is around 18 to 35 . As the punch line says. Chennai and Kolkata. the Radio Mirchi private FM station. owned by Entertainment Network (India) Ltd. 2002. a wholly-owned subsidiary of The Times Group.

Chennai. A very large factor that contributed towards the establishing the brand of RADIO MIRCHI was its catchy slogan “it’s hot”. Radio mirchi has two main objectives behind doing an extensive marketing which are• • To create the Top of the Mind recall in the relevant Target Audience. plug Radio Mirchi through the other media that The Times Group owns. pubs for continuous advertisement of their channel to make people aware of the temptations given by the channels to them. For corporates and retailers: the airtime Place: intensive in Mumbai and selective all over the country since it is established in cities like Kolkatta. (Refer to annexure) Promotion: The marketing strategy of Radio Mirchi revolves around two crucial pegs – create hype around the name Radio Mirchi. However the slogan by itself was incomplete without the voices that accompanied it. which reaches the lower end of the audience spectrum. 66 . Delhi. CELEBRITIES and film stars that repeated every so often “hi I’m -------. Since radio is a free to air medium..it also does a lot of tie-ups and contests for the consumers Marketing strategies Radio mirchi has also tied up with various shopping malls. retail showrooms. Connect with the growing Radio listening population in Mumbai. Hence it quickly became a mass channel with Hinglish being its prime lingo and having a wide audience appeal.I’m hot and I’m Radio Mirchi!!” big names that generated curiosity and excitement and compelled the listener to refrain from flipping the dial. Price: The advertisement rates. RM later made a conscious decision to go Hindi.Radio Advertising The 4 P’s Product: For listeners: 90% of the music played on RM is Hindi and contemporary English hits are played keeping in mind the tastes of their TG.

Radio Mirchi gives 45 lakhs weekly listeners as per Radar study. So they have package deals for them also. on an average. non prime time and the likes. across the five stations. There is huge inventory pressure on them and therefore they had to increase the ad rates. the effective ad rate going for a ten second spot would be anywhere between Rs 1000 to Rs 2000.000 for a 10-second slot. Radio mirchi sells independently and does not offer any print package deal even though they belong to Times Group – they are an independent company.500 for a 10-second slot. 67 . The rates are so reasonable that advertisers can afford 10 or 15 spots a day and run the campaign for 15 days or three weeks at a fraction of the cost that you will incur in print or Television. Today it is fashionable to be on radio. While all the other stations offer more slots and run ads for over 15 minutes. stations offer discounts on what is on their rate cards. Currently. they offer ten minutes per hour on Radio Mirchi. Currently radio mirchi has hiked their prices because they know that Radio Mirchi today is one of the best radio channels and they offer value to the advertisers who spend on their station. But in Mumbai it is at 10%. In Ahmedabad and Pune it is probably about 25 to 40% of the business. There is an average listenership of 45 minutes per day on the station.000 and Rs 1. there are 125 to 175 brands advertising on Radio Mirchi.Radio Advertising Advertising Radio Mirchi charges the highest rate of Rs 2. In Indore more than half of Mirchi revenue comes from retail. Most of the national advertisers on radio mirchi today want to buy all the stations on air. Clients buy effective rates and they buy a combination of spots like prime time. There is very little retail advertising on radio. the rest of the FM channels charge anything between Rs 1. On an average. There are about more than 300 advertisers on Mirchi. In most cases.

Mirchi would eventually look at having a presence in every nook and corner of this country.000 radio stations. Ludhiana. definitely Coimbatore. They are interested in some of the bigger cities for instance. Hence. accordingly. Future Plans:Radio Mirchi is looking radio Industry from the long term point of view. Lucknow and Kanpur.  Radio Mirchi delivers highest number in terms of listenership among the Radio Listening student population. which means going into the smaller towns. But this country can have 5. Chandigarh.  Radio Mirchi emerges up as the No.Radio Advertising IMRB conducts research for radio mirchi which is after every 15 days to know exactly what the listeners actually want to lend their ears to. they have implemented the changes in the time slots of the different shows on air. 68 .63 lacs. Bangalore. 1 channel and delivers high numbers with Daily listenership at 24. radio mirchi can provide them with the more information and help them to decide on the time slots and frequency etc… According to the study conducted: Mirchi delivers highest number in terms of listenership among Housewives and working men. That will still take us to about 15 frequencies. Hyderabad. So when the advertisers wants to advertise on radio.

the users need to dial 646 from their Airtel enabled mobile handsets. With increasing competition airtel is now going in for more of radio advertising as against the television . They can then listen to some popular programmes of the channel like. Its major competitors are orange and R. To avail this innovative tie-up. Mr. Operating in more than 23 cities it has been able to attain a high number of customer and is now regarded as one of the best cellular services being provided in India.the Asli Batliboi and Ding Dong . Airtel is creating an attitude of being people friendly and thus gaining huge share in the market. Hotpot Crackpot. However it has a long way to go as no one is ever safe in this market and one has to keep up its good work going. the reason being the huge radio boom with the large number of customers tuning into radio more often than ever.Radio Advertising Case Study On Airtel Airtel. Bappi-da Da Gyan. Airtel saw this as an opportunity to grab the most number of customers through radio and their started spending more on radio than ever before. Mirchi Movie of the Month.Mona Sing a Song. The radio channel in question happens to be Radio Mirchi. 69 .M and various other providers. India’s leading cellular operator in the private sector.I. Devdas . Promotional strategies adopted by Airtel through radio: uff Uff Mirchi! Hai Hai Mirchi! Airtel is now the first GSM service provider to tie up with a radio channel for the users benefit.

where users can listen to any FM channel through their handsets.6 per minute with no extra subscription charges. DESH BHAR MAIN RE-CHARGE KAHIN BHI. through the R World of Reliance handsets. users can listen to songs.6 per minute. Airtel . KABHI AAREY ROAD . For a long time now. KABHI PEDDAR ROAD . 70 . Among CDMA service providers. KABHI MEERA ROAD . Nokia first introduced FM enabled phones. it does become quite doubtful as to how long Airtel's 'mirchi effect' will last with the charge rates as high as Rs.” Jingle made by airtel basically targets its own customers by saying that wherever they go they will be able to avail of airtel services anywhere. radios have offered services to its users free of cost. Airtel's tie-up allows users to listen to one channel only.radio ad jingles “TUM KO DEKH TE HIN . CHARGE HUA ZINDAGI. And would also be convenient for its customers to recharge their mobile phones in these centers. there has been an increasing demand of listening to FM channels through mobile handsets.Radio Advertising Pre-paid and post-paid customers of AirTel can access this service. For this. Recently. With regard to this particular trend. KABHI LINKING ROAD . This all shows about their care for their customers. users have to pay a Value Added Service (VAS) rate of Rs. AAISI AZADI AUR KAHAN.

Radio Advertising Recommendations The vibrant voices airing music shows on twenty odd private FM radio stations in major cities do not reflect the viability worries and restrictions that haunt this industry. But with the government citing national security as the reason for not doing so leaves little hope of this happening. Though the Supreme Court decision in 1995 declaring airwaves as public property led to the entry of a number entrants challenging the monopoly of All India Radio. They should in fact. One way to get over the license fee crisis in the radio broadcasting industry is for the government to drop the bidding-driven process for setting radio license fees because it is this system that leads to the viability crisis. A llowing foreign players to enter the Indian market could also spell a boon for the Indian company gain from the expertise and superior technology of the foreign player. stations will pay the government a certain % of their gross revenue every year. The consumer will also benefit as the industry can now tap into a larger basket (the foreign players) for greater variety.revenue sharing. as recommended by the TRAI. did not allow broadcast of news and current events nor was there a scope of a foreign player entering the Indian market. currently a monopoly with All India Radio. In order to let the industry to grow the government needs to give it some space. The government charged a very heavy license fee for entering the market. The Government should review its ban on private stations airing news and current affairs. atleast in the near future. 71 . The basic problem in the Radio space in India is the excessive Government control and regulation. nothing much changed as regards to government control. This could attract potential listeners on the move who want their daily share of the happenings around the world. go in for a system more prevalent worldwide . Under this system.

Consumers spend 85% of their time with ear-oriented media. the fortunes of radio advertising are likely to change with the advent of private players like Star India. Interestingly. Yet advertisers spend 55% of their money on eye media (print) and only 45% of their money on ear media such as Radio and television. the private FM players have a huge opportunity in grabbing a bigger chunk of the radio advertising pie as. what will spell out the difference between success and failure will be neither size nor niche. In fact. with an expected growth rate of about 10 to 12 per cent every year. greater reach may not necessarily translate into a marketing advantage. These advantages include high amount of time spent listening. Ultimately content and packaging will be the king. Radio's share in the total advertising budgets of companies is likely to grow from 2 per cent to 5 per cent in the next three years. despite All India Radio's enormous reach (97 per cent of the population). its revenues have declined. The opening of the FM market is a new phenomenon and the maturing of the market will take its own evolutionary path. superior listener loyalty. It would be just plain old quality of programming and the 72 . Bennett Coleman & Co. Living Media. Mid Day etc. and much more which can be attributed to the ‘low cost of ownership’ feature of RADIO as a medium.Radio Advertising Conclusion Radio has many natural advantages that make it an excellent choice for an advertising medium. superior target ability. such as Radio. ad recall and message retention. However. where the cheapness of radio is likely to ensure that the bulk of radio advertisers are those that go for a one-city-local-audience strategy. but spend only 15% of their time with such eye-oriented media as newspapers and magazines. In such a scenario.

Radio Advertising explosion of contests and sweepstakes offered by the Radio Stations currently. One aping the other is an honest testimonial to justify this statement. In the end Radio offers tremendous opportunities for advertisers and media planners need to explore various options by which they can effectively use radio in their media mix. Conversely, broadcasters need to develop the market by being more responsive to the advertiser's needs. This will provide an opportunity for the market to arrive at the final verdict on the effectiveness of the medium.

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Radio Advertising

Annexures Radio City - National Rate Card
30 Secs spot buy rates (in Rs.) Programme category 07:00 - 11:00 Radio active 17:00 - 20:00 11:00 - 17:00 20:00 - 22:00 22:00 - 00:00 Round the clock Radio Mix Radio Master Blaster Radio Ga Ga Mumbai 8000 6000 6000 4000 Delhi 8000 6000 6000 4000 Banglore 5000 4500 4000 2500 Lucknow 4000 3000 3000 2000

Terms and conditions:⇒ Minimum acceptable radio spot/ commercial duration will be 10 seconds. ⇒ In case any programme, which is being offered in this package, gets discontinued, the advertiser will move the spots to the programme replacing the discontinued programme in the same rate category. ⇒ To ensure proper and timely release of the spots, release orders should be given to MBPL through Star India Pvt. Ltd. At least 2 weeks prior to the date of airing of the first spot. ⇒ All bookings are subject to availability at the time of booking. The agency/advertiser must provide DATS at least fifteen days prior to first spot airing date. The sponsorship material must be sent four weeks prior to start date of the sponsorship of any programme. ⇒ All invoices should be settled by the advertisers/agency within 30 days from the date of the receipt of invoice. ⇒ Others…

RED FM
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Radio Advertising Red fm is currently operating in Mumbai, Delhi and Kolkotta, under the brand name 93.5 RED FM, Asli Masti. Our rate card per 10 seconds(1 unit) of airtime is as listen as below: Individual City Rates SPT 2400 2400 1800

City Mumbai Delhi Kolkotta

Prime 1800 1800 1200

NPT/ROS 1200 1200 600

Super Prime Time:
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Radio mirchi rate card
75

000 Rs. jingle length would be counted in multiples of 5 seconds.m Time Band Delhi Mumbai Chennai Kolkata Ahmedabad Pune Family Family /Drive 500 850 500 650 250 220 260 145 220 260 145 170 215 130 170 215 130 12 a.000 Rs.m Housewife / 260 Traders / Youth 5 p.g. 5.m – 8 a. E.m – 10 p.10.m Drive BPO’s / Youth / Drive 550 260 400 250 220 145 220 145 170 130 170 130 Minimum jingle length   The minimum jingle duration will be considered as 10 sec.m 10 p. Over 10 seconds. 7. A 23 second jingle would be billed as 25 seconds Jingle production charges Centres Mumbai Delhi Chennai Kolkata Ahmedabad Pune Jingle cost Rs.000 Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday 76 .m – 12 a.m 8 a.000 Rs.000 Rs. 5.5 p.000 Rs.m – 7 a.10. 7.Radio Advertising Day Parts 7 a.m .

Radio Advertising Big Brunch (08001200 hrs) T-Man Rate: 1250/Sunday Midday Show (12001600 hrs) Ravi Rate: 1000/Mumbai Matinee (16001800 hrs) Travel Guy Rate: 1000/Mumbai Top 20 (18002100 hrs) Annie Rate: 1250/Bacardi Breezer Vivid Nights Malini Rate: 1250/Live DJ Set Sandy Midnight Shift Rate: Rate: 750/750/Nineties on 925 Chris Rate: 1250/- 07001100 hrs Good Morning Mumbai (GMM) Jaggu & Taranna Rate: 1500/- 11001400 hrs The Midday Show Shruti Rate: 1000/- 14001800 hrs 17001800 hrs College Radio Nadir Orange Request Hour Rate: 1250/- 18002100 hrs Horn Ok Please Malini Rate: 1500/- 21000000 hrs NightShift Glenn Rate: 1250/- 00000100 hrs Midnight Shift Rate: 750/- *All rates are per 10 seconds of airtime Super Prime Time Band (0800hrs-1000hrs) and (1800hrs-2000hrs) *SPTB will attract a 50% premium on card rates. Bibliography While working on this project I visited some of the radio stations and they gave me some information 77 .

hinduonnet.org www.exchange4media.in www.star.com www.co.economicstimes.rab.timesofindia.com www.radiomirchi.agencyfaqs.com www.uk www.   Newspapers and Magazines Times of India Economics Times Business Standard Financial Express     Various websites were also visited such as.co.com            78 .allindiaradio.com www.com www.indiatoday.com www. www.go925fm.com www.Radio Advertising However to support the same I have done some most of the research work from the following text books: The advertising handbook by Dell Dennison Direct Marketing Management by Mary Lou Robert and Paul Berger.

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