Fm Radio And Its Role In Local Advertising

The FM revolution happened without much fanfare

. Unlike the days of TV, where people huddled together to watch it when it was newly introduced, the appointment viewing with deserted streets made it what it is today.

But then came along the rebirth of radio. The licensing policy and the general availability of cheap FM radio sets made it the ubiquitous choice for everyone. From the RJs chatpata talks, contests to latest music, radio hit in a big way. To change Buggles lyrics Radio killed the video star because it was the common mans choice. Now, in the FM era, Fever 104 FM is clearly the common mans choice because of its wide variety of music and popular RJs.

Radio attracted huge investments and then came advertising. Since many radio stations cropped up, advertising played a bigger role in the spread of radio. The business model of radio is mainly advertising driven. Though radio is a cost effective medium, it still it has failed to dent into advertising revenues. A recent survey has pegged the estimated growth of Indian radio to 14,000 crore by 2012.

Advertising revenue is listenership driven and the listenership tracking tool has evolved over time. The main tool to measure radio ratings is RAM. RAM covers metro market and vies weekly figures, giving different figures each week bringing different leaders at different times.

A wise businessman once said With great growth come great revenues Unfortunately, radio is still seen as a medium which used by local advertisers rather than big brands. Until that perception is changed, it will be very difficult for radio industry to step up its game. Advertisers who provide big business are largely based out of metro markets. But still radio industry accounts for less than 4% of the advertising revenue. Industry experts say that small players distort markets by virtue of their inability to support large advertisers. About 75% of all radio advertising is by local advertisers. This is because every radio station has different stations for different metros. Fever 104 FM has its stations across four major metros in India Mumbai, Bangalore, Delhi and Kolkata. Some radio stations have over 40 stations all across India which means, the content differs from station to station and so do advertisers. This gives a chance to local advertisers to come up with relevant advertising strategies which will work in their local scenario.

Local advertisers play a big role because compared to the big players the cost per advertiser acquisition is lesser compared to TV industry. This is because advertisers are uneducated and ill-informed about the potential of radio as a medium.

by:sol

POST COMMENT

Electronics Wholesaler Ankaka Flies With Mini Portable Music Speaker With Card Reader And Fm Radio 2012 Vw Passat Safety Features Earn The Iihs Top Safety Pick Online Electronics Shops: The Smart Way To Shop Home Security Equipment Provides Increased Safety Easy-to-use High Frequency Smart Label Reader New Technology Improves Safety Polk Audio And Kenwood Stereos For Your Car Radio Basset Hound Training Tricks To Take Into Account For Safety And Efficacy A Review Of The Pyle Plmca10 Radio For The Motorcycle Che Webinar: Designing Effective Food Safety Management Programs For Gfsi Scheme Safety Precautions Must Be Taken With Regards To Safety Of Setting 2012 Mazda 6 Stander & Safety Features