Fever FM consolidates leadership in metros, hikes ad rates by 20%

Ad rate hike is in step with the growth in listenership and in line with the network’s endeavor to keep advertising inventory under control, says Harshad Jain, CEO – Radio and Entertainment, HT Media

e4m by exchange4media Staff
Updated: Apr 28, 2017 2:57 PM
Fever FM consolidates leadership in metros, hikes ad rates by 20%

Fever FM has increased its ad rates by 20 per cent on the back of robust listenership growth. The network, operated by HT Media, and considered India’s youth destination station, has been focusing on innovation and differentiation in music and non-music content and consolidation of leadership across metros, a press release said on Thursday.

Talking about Fever FM’s decision to increase advertising rates in the background of this consolidation, Harshad Jain, CEO – Radio and Entertainment, HT Media said, “Fever FM’s key priority is to deliver value to its stakeholders, listeners, and advertisers. Our constant endeavor is to design initiatives that drive high engagement for listeners and response for clients. Our consistent growth and leadership in listenership across Delhi, Mumbai, Bangalore, and Kolkata is testimony to our growing connect with our listeners. We dominate markets with highest share and TSL. The increase in price comes in the backdrop of continued growth in listenership and is in line with our constant endeavor to keep advertising inventory under control. We are ever committed to deliver innovative content and better creative solutions.”

Fever FM is loved by listeners across its 13 stations for the ‘money can’t buy experiences’ it provides across its content pillars – Bollywood, music, sports, city, and non-music, and this has helped Fever consistently dominate listenership scores, the release added.

As per the network claims, Fever FM –

  • In Delhi, has enjoyed absolute leadership for over 350 weeks with 19.1 per cent market share
  • In Mumbai, is the number one station with 16 per cent market share
  • In Bangalore, leads the non-Kannada space with 13.3 per cent share; more than the combined share of other non-Kannada players and
  • Is the leading station in Kolkata (7 am - midnight)

Fever leads in 5 of the 8 drive times across the four metros (Source – RAM Data Week 14, 2017) and completely dominates the two biggest radio markets - Delhi and Mumbai, by virtue of being the only network having two stations in each city as it consolidates its position there, the release stated.

In the southern markets of Hyderabad, Fever FM is the only station with celebrities of the stature of Anil Kapoor, Satish Kaushik and Amit Kumar as mainstay RJs and in Chennai, it is the Bollywood heartbeat for Chennaites. In UP, the station reportedly enjoys a strong connect with listeners across the seven cities of Lucknow, Kanpur, Agra, Allahabad, Aligarh, Bareilly, and Gorakhpur, the release added.

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