My FM, the radio division of Dainik Bhaskar Group, has announced a 25 per cent advertising rate hike across its network. The decision to hike rates has been taken keeping in mind the gaps and inventory requirements. The rates are effective April 1.
Harrish M Bhatia, CEO, MY FM said, “In the broadcast business, the inventory is limited unlike in other media, where inventory can be increased or decreased depending upon the ads pipeline. Our inventory is peaking and increase in ad rates is the only way to balance it. We are a strong, customer centric organization, and both listener experience and response to client campaign is of outmost importance to us.”
Bhatia added that the hike in ad rates is in the range of 15 to 25 per cent, depending on the city, and taking into account the gaps and inventory required for them to ensure listening experience.
“Today, radio is part of every media plan. Every marketer has realized that radio is the only medium where ad avoidance is minimum in comparison to other media. Also, radio helps in brand building rather than just tactical advertising,” he explained.