Radio City has emerged as the favourite radio network of media planners/ buyers in Delhi, Mumbai and Bangalore, according to the second edition of the Pitch Media BrandOmeter.
The study is based on the perception of media planners/ buyers about media brands in India, and how they evaluate media brands based on six different parameters: Media Delivery (has numbers and offers good deal/ rates, value adds), Professionalism (ethical, transparent, sticks to commitment), Innovation (innovative and offers customised solutions ensuring maximum visibility for the brand), Servicing Ability (quick response time and accessible), Sales Team’s Knowledge (about media environment and advertiser/ brand need), and Relationship (mutual trust, comfort level).
Radio City managed to garner an absolute score of 726, up from 659, to move up two ranks to emerge as the leader in the rankings’ table. It pushed Radio One to the second spot, which was the topper last year. The station managed to up its absolute score from 702 to 719. Radio City has also garnered the maximum score on Servicing Ability and Relationship parameters.
At No. 3 is Fever FM, moving up three ranks with an absolute score of 717, followed by Big FM (715), which, too, has moved up three spots. The latter is preferred by media decision makers for the station’s capability for Innovation.
Red FM, which managed to up its score from 690 to 712, is at the No. 5 position, moving down three ranks. Radio Mirchi, with a score of 695, up from 650, too, has moved down two positions to No. 6. SFM of Sun Network moves up one position to No. 7, improving its score from 617 to 694. The station takes a lead on the Professionalism table.
Hit 95 FM has moved down three positions to No. 8. It managed to get an absolute score of 688, up from 647. Meanwhile, it is the leader on the Media Delivery parameter, where it was ranked at No. 8, last year.
Radio Indigo is static at No. 9, though it has improved its score from 605 to 684. The media decision makers are of the view that as compared to other stations, the station has a Sales Team with great Knowledge of client needs, and industry.
Meow, now Oye!, and Friends FM are two new additions to the survey and are at No. 10 and No. 11, with an absolute score of 662 and 646, respectively.
The sample size was asked to rate the six parameters as Critical, Important, Not So Important, and Irrelevant. Amongst all the parameters, Media Delivery gets the highest points as 54 per cent of the sample size finds it to be critical, as against 60 per cent last year. Next on priority is Professionalism, which is found to be critical by 48 per cent of the respondents, as against 43 per cent last year. Servicing Ability, too, is critical for 38 per cent of the respondents. The parameter was critical only for 26 per cent respondents last year.
Meanwhile, Innovation is important for 68 per cent respondents, but is critical only for 23 per cent. Sales Team’s Knowledge, too, is in demand, with 21 per cent respondents rating it as critical. Last year, only 14 per cent found it critical. Relationship has taken a beating, with only 8 per cent finding it critical, as against 13 per cent last year. The reasons for Media Delivery and Relationship taking a beating could be assigned to the economy coming out of the slowdown, as people last year were only looking for numbers and making deals on Relationship. However, with the economy back in action, media planners and buyers are looking for more than delivery.
The study has been conducted by Annik Systems on behalf of Pitch, the leading monthly on marketing from the exchange4media Group.
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