HT Media owned Fever FM has increased its ad rates by 35-40 per cent across all its markets including the likes of Mumbai, Delhi, Bangalore and Kolkata. The last time Fever FM had increased its ad rates was in October 2011. The new rates are effective immediately.
The rate increase has been implemented on the basis of a ‘power ratio’ strategy.
Harshad Jain, Business Head, Radio and Entertainment, HT Media explained, “By developing the power ratio strategy in business, which we did for Fever FM, we get a fix on how many listeners are on-air and the kind of time they spend. The numbers we saw were encouraging enough to increase our ad rates by 35-40 per cent.”
The announcement of the rate increase comes at a time, when various industry observers are predicting a tough year for the Indian media industry. Commenting on the advertisers’ feedback to the development, Jain informed, “Ad rates are a function of the value you bring to advertisers and our clients know that we bring incremental value to the table.”
At present, the station’s advertisers come from industries such as retail, media, FMCG brands, including the likes of Pepsi, Nestle, Colgate and P&G, and telecom brands such as Vodafone, Airtel, Uninor and Idea, amongst others.