Big FM has announced its first ad rate hike since its inception. The decision to bring this increase in rates was triggered by Big FM’s performance as per the data revealed by RAM, the radio measurement arm of TAM Media Research. The new rates would be applicable from December 3, 2007.
Big FM has effected a daypart wise rate increase for Mumbai, Delhi, Kokata, Chennai, Hyderabad and Bangalore. In the 7.00 am to 11.00 am and 5.00 pm to 9.00 pm bands, the highest increase is seen in Delhi at 38 per cent; Bangalore has a 32 per cent increase; Mumbai has a 27 per cent increase; while Kolkata has a 25 per cent increase. In the mid-morning band, that is 11.00 am to 1.00 pm, Delhi sees an increase of 57 per cent; Bangalore, 48 per cent; Mumbai, 46 per cent; and Kolkata, 20 per cent increase.
In the afternoon and late evening time bands, Delhi ad rates increase by 33 per cent, Bangalore’s by 27 per cent, Mumbai by 26 per cent and Kolkata by 14 per cent. Chennai and Hyderabad see single digit increases in their ad rates.
Praveen Malhotra, Vice-President, Sales, and Head, North Operations, Big FM, explained, “Prior to this, there was no accurate system of radio measurement. With RAM we know how we are performing and what we are delivering. We have been careful in not just increasing our ad rates unreasonably, and the ad rates increase reflects our performance in the various markets. We are the No. 1 players in Bangalore and we have done very well in Mumbai too. Even in Delhi, we are a close No. 3.”
Malhotra informed that the station was already experiencing the signs of a noticeable presence in the various markets that was in through the on-ground feel, advertiser feedback, listener response to the station, and in-house research.
When quested on the markets of Chennai and Hyderabad, Malhotra elaborated, “Since there is no measurement in these markets just yet, we have kept a minimal increase.” Malhotra added here that in a bid to be transparent with its advertisers, Big FM also had a rate card called Aqua. “We are the only radio station to have a completely transparent rate car. Our intention is to deliver the best options to all advertisers across our 45 markets,” he said.