Reach or frequency, radio on the run

Broadening the reach and planning for radio has been very much on the cards for all radio players, now the major concern is where this medium figures in clients’ media mix...

e4m by Tasneem Limbdiwala
Updated: May 27, 2011 8:43 AM
Reach or frequency, radio on the run

While debating on certain issues on whether radio actually measures the reach or frequency and the potential future planning for radio, Shashi Sinha, CEO, Lodestar UM, raised questions like how every year, radio gains another small share of total ad spends, peaking last year at 3 percent. But, even as media planners understand that radio is a definite part of the 360 campaign strategy, retail advertising is yet to take off. With Phase 3 round the corner, the time has come to push ad spends to the 7 percent mark. How can radio stations get a larger share of revenue retail? How will below-the-line engagement change? Can national campaigns engage tier 2 and tier 3 cities? Can listeners expect more innovative, fresh radio content? What do Clients see as the trends for the post-phase-3 scenario? How do the Clients perceive Radio in this Media mix? All these questions were addressed by the panelist.

Rameet Arora, Senior Director, Marketing, McDonald's India, mentioned that honestly he is not sure if radio would actually measure reach or frequency. According to him, radio as a medium has been not taken seriously and has always been sold in micro spaces, however he agreed that has its own strengths but has not been utilised accordingly as it should be.

As for Amit Tiwari, GM, Country Head, Media, Philips India, he explained that radio has been mostly used for audio purposed and not for media business purpose and also mentioned that if whether radio should be counted as ATL or BTL activity.

However, Danish Khan, VP & Marketing Head, Sony Entertainment Television, was very clear that it does not deliver reach. However as a marketer, the medium need have a long term reach and moreover needs should be a medium of engagement rather than worrying about reach.

Soumen Ghosh Choudhury, Business Head, Big FM, mentioned that radio does deliver reach and has done some great innovations and has created some great examples for the brands on radio supporting then on ground thus becoming an integral part of on ground.

This discussion took place under the aegis of the India Radio Forum (IRF) on May 26, 2011, convened by the Indian radio industry.

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