Usage of radio is aligned to the concept of city-level advertising, which is the core in real estate. Also, it is a vital supplementary medium for print media. Data suggests that in SEC A and AB the reach is 32 per cent on an average through radio. Undeniably, the target ability of radio has helped us, and being a low cost media, it becomes a part of our media plan for high intensity campaigns.
A lot of our clients see mobile and digital as areas where they should be investing in, however, they are still somewhat sceptical as it is difficult to measure the RoI and impact. Hence, the budgets aren’t as large and the spends still go the traditional way. I don’t think brands and markets are utilising the medium as much as they should, but at the same time there is some great work happening in terms of quality.