Radio to bat big for IPL 2021?

Radio industry leaders discuss their IPL advertising plans, associations with teams, and the potency of media spends on the medium during the cricketing season

e4m by Noel Dsouza
Published: Apr 1, 2021 8:58 AM  | 5 min read
radio branding activities ipl 2021

The Indian Premier League is back with a bang this year. Last year saw IPL take place at a non-traditional time due to the pandemic. Luckily, the coinciding festive season did give it the fillip that it needed. With the 14th edition of VIVO IPL returning home to India this year, brands are enthusiastic about spending on the sporting event.

While spends on Digital and TV skyrocket during the IPL period, Radio also sees an uptick in branding action during the months. Be it programming, show segments or partnerships with teams, IPL figures prominently in the media spends of FM channels, say industry experts.

e4m spoke to the experts to understand their plans for IPL 2021 this year and the brand interest they entice during this season. 

Investing in radio during IPL

Sunil Kumaran, Country Head -Product, Marketing & THWINK BIG, BIG FM, stated, “In our country, cricket has gone beyond just being a game, it is a family entertainment event that unites people like no other sport. Given the immense popularity of IPL, we know how audiences and fans are avid followers of the sport and wish to be part of the entire experience. While TV and digital provide live updates, radio is going beyond creating an immersive experience for the entire family to enjoy the game together and be a part of the same in the medium's own unique style. Through innovative content and initiatives, radio is making sure that it engages every member of the family, who can enjoy the sport not just by watching the game but also participating in a fun manner, especially in these current times of social distancing.”

TV and digital provide hi-impact coverage and tend to garner most of the attention. However, Radio has some unique value additions to the sporting event.

B Surendar, COO and Director Red FM Network says, “Whether it is providing useful updates on the move without internet connectivity, creating a massive hype for the matches and the local franchisees, or interacting with the public at large through interesting contests, etc. Radio tends to play a critical role in the impact of which is often underestimated. But there is increasing recognition by advertisers particularly the regional ones on the utility of the medium and hence the brand count and ad spends on the medium keep increasing year on year. While in-stadia activations or giving away match tickets may not be possible this year due to COVID restrictions other interesting options like virtual meet and greet with players are still possible as we also try and leverage our growing strength on digital platforms.”

Radio’s game plan for IPL 2021

Nisha Narayanan, Director & COO, RED FM, and Magic FM remarked: "IPL is a catalyst in steering optimism across the country. We are gearing up to launch our new campaign as it is going to be a game-changer for us. It is mostly idea-based and innovation selling. The campaign will have a mix of radio plus digital offering.”

IPL season has always been one of the prime seasons for advertisers and thus, it's an important period for radio as well. According to Kumaran, radio being a mass medium, has been one of the strongest contributors in IPL fervour for its listeners.

Kumaran noted: “Knowing the frenzy that it ensues, at BIG FM, we have always curated engaging campaigns and partnerships around this time. Last year, we were the official radio partners for Rajasthan Royals, for which we had launched the campaign ‘Be Royal with the Royals’ creating multiple touchpoints across platforms including on-air, podcasts on audio streaming sites, digital and social media engagement ensuring an immersive experience for the fans. This year too, we are looking at similar partnerships that will drive high multi-platform engagement.”

Kumaran added: “Given the current situation, this year people may not be able to see the matches live on-ground, so it is important to make them feel a part of the entire experience. Hence, we are curating an interesting campaign ‘T20 Mahayodha’ where we are bringing the game closer to fans this year through a 12-week long sporting and trivia quiz-based extravaganza which will be played by teams in multiple rounds at the city and national level. The difference is that instead of playing with a bat and ball, BIG FM will make listeners play using their intelligence. The initiative will also include a smart assistant solution as anyone with a smart speaker or smartphone can participate in the fun from the comfort of their home or while on the go.”

With a large network of nearly 70 stations, the Red FM network is well-positioned to take IPL coverage to the nook and corner of the country, believes Surendar. 

“Other than providing routine inputs to listeners like match status, score updates, etc around match hours, we also give daily analysis, expert opinions, background/behind-the-scenes info in a most engaging and differentiated manner. As a part of the build-up to this mega tournament this year, we are organizing ‘Red Premier League’ – a corporate cricket tournament in some states and have got a good response for the same," he added.

Talking about partnerships with teams Surendar tells us that their strategic tie-up with teams like Sunrisers Hyderabad helps build the regional enthusiasm and fan base for the channel's partners encashing on their hyper-local reach.

Narayanan points out that IPL has always been a Super Bowl of India and brands cannot let go of this opportunity. She concludes: “Cricket forms a very integral part of our programming and digital. We will host a series of promotional activities for our listeners and will capture the mania, thrill, and excitement of the game.”


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RAM Ratings Week 48 '22 - 51 '22: Fever FM tops charts in Mumbai and Delhi

BIG FM led in Bangalore and Radio Mirchi in Kolkata between 27th Nov and 24th Dec'22

By exchange4media Staff | Jan 27, 2023 3:52 PM   |   1 min read

RAM

According to RAM Ratings for Week 48 '22 - 51 '22 (between 27th Nov and 24th Dec'22), Fever FM topped in Mumbai and Delhi charts. BIG FM and Radio Mirchi took lead in Bangalore and Kolkata.

In Mumbai with over 12.2 million listeners above the age of 12, Fever FM continued to stay on top with an 18.3% listenership share. Radio Mirchi was in the second spot with 16.4%. Red FM took the third spot at 15.7%. Listenership peaked between 10 am and 11 am.

In Delhi, in a universe of 16.5 million listeners above the age of 12, Fever FM peaked with a 22% share. Radio Mirchi FM stayed steady with a 14.5% share. Punjabi Fever ranked third with a 13.3% share. Most listeners tuned in between 9 am and 10 am.

Big FM took the lead in Bangalore with a 32.4% listenership share. The second spot was bagged by Radio City with 28.2% share. At the third spot was taken by Radio Mirchi 13.4% share. Most listeners tuned in between 7 am and 8 am.

Kolkata yet again saw Radio Mirchi topping the charts with a 28.1% share in a universe of 9.1 million listeners. Big FM came second with 23.8%. Fever FM had a 14.7%. In Kolkata, the listenership peaked between 9 am and 10 am.

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Radio City records 64% EBITDA growth for Q3

The 9M FY23 top line stood at Rs 147.5 crore

By exchange4media Staff | Jan 25, 2023 11:15 AM   |   1 min read

Radio City

Music Broadcast Limited (MBL)’s Radio City has reported 64% growth in EBITDA for Q3 of FY23.

The 9M FY23 top line stood at Rs 147.5 crore, a 20% growth YoY.

The company also maintained a strong Position with 19% volume market share.

Commenting on the results, Shailesh Gupta, Director said, “We are pleased to report healthy growth in EBITDA QoQ, with margins improving to 26.6% in Q3 FY 2023 compared to 18.3% in Q2 FY 2023. As per a recent research report – 8 in 10 are listening to Radio in Tier-II and Tier-III cities, which being our key growth market, gives a reason to be optimistic about the effectiveness and growth of our medium. In terms of market share, we stand at 19% as against 18% last quarter and having established a strong omni-channel presence we are in a good spot to leverage our deep networks and relationships and offer maximum value to our customers.”

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Meet the radio leaders making waves

Today, we look at the chiefs of ad sales and revenue departments of the country’s leading radio platforms who have been skippering the industry through its many challenges

By Imran Fazal | Jan 24, 2023 8:43 AM   |   3 min read

radio

Radio is a key pillar of traditional media for marketers. The medium is peerless when it comes to the ROI it delivers. While radio advertising took a hit in the recent pandemic years, the medium has persevered through the challenges and ad spends has increased on radio by 36%, according to the Pitch Madison Advertising Report (PMAR) 2022.

Despite the many obits written in its name, the medium shows no signs of giving up. The resilience of the medium can also be attributed to the fine stewardship of the leaders of the radio industry. Today, we look at the chiefs of ad sales and revenue departments of the country’s leading radio platforms who have been skippering the industry through its many challenges.

Radio Mirchi

Preeti Nihalani
Chief Operating Officer, ENIL

"We have been leaders in the radio industry, both in terms of listenership and revenue. In the last 12 years, we’ve been experimenting beyond radio by introducing new elements like music awards, events, social/digital properties, and now audio stories. Today, one-third of our revenue is generated from non-radio streams. In the coming years, we see nearly half of our business coming from ‘Solutions Sales’. With fast paced adoption of digital portfolio of ours (Mirchi Plus, M-Ping, Digital Content Solutions, and so on), we see that nearly 25% of our revenue will come from digital business.”

Red FM

Nisha Narayanan
COO & Director, RED FM & Magic FM

"We have grown to become one of the largest private FM networks with 69 stations across 67 cities with one of the highest listenership. We are not just a radio station but a holistic entertainment brand offering 360 degree solutions for our advertising patrons with activations, IPs, on-ground events, podcasts, digital audio-video production, and social media amplification.”

Key individual

Renuka Iyer
CRO

Big FM

Pratanu Mohanty
Head - Revenue Maximization, Traffic and Administration

Pratanu Mohanty joined BIG FM 6 years ago, and prior to that, he was associated with Star TV, JLL (Accenture, Mumbai) and other Industrial Process Automation profiles. He has a degree in B.E Electrical and PG Diploma in Data Science. His expertise includes enablement of using Tech Simplifying processes, identification, and implementation of work flows to connect multiple departments in order to build effective collaboration.

Big FM is part of Reliance Broadcast, and has over 58 radio stations across India

Hello FM

Ramesh SK
CEO, Hello FM

Ramesh SK (Remy) was elevated to the position of Chief Executive Officer of Hello FM in 2021. As one of its founding members, he has been the singular architect of the brand’s culture, character, and content. For the last sixteen years, he has been spearheading the creation and curation of the network’s programming over its many phases of evolution and growth.

Hello FM is owned by Malar Publications, which also owns Thanthi TV and Daily Thanthi

It was first started in 2006 at Chennai, and Coimbatore

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RAM Ratings Week 47 '22 - 50 '22: Fever FM ahead in Mumbai and Delhi

BIG FM led in Bangalore and Radio Mirchi in Kolkata between 20th Nov and 17th Dec'22

By exchange4media Staff | Jan 23, 2023 10:18 AM   |   1 min read

ram ratings

According to RAM Ratings for Week 47'22 - 50'22 (between 20th Nov'22 and 17th Dec'22), Fever FM topped in Mumbai and Delhi charts. BIG FM and Radio Mirchi took lead in Bangalore and Kolkata.

In Mumbai with over 12.2 million listeners above the age of 12, Fever FM continued to stay on top with an 18.2% listenership share. Radio Mirchi was in the second spot with 16.3%. Red FM took the third spot at 15.6%. Listenership peaked between 10 am and 11 am.

In Delhi, in a universe of 16.5 million listeners above the age of 12, Fever FM peaked with a 21.8% share. Radio Mirchi FM stayed steady with a 14.6% share. Punjabi Fever ranked third with a 13.2% share. Most listeners tuned in between 9 am and 10 am.

Big FM took the lead in Bangalore with a 32.2% listenership share. The second spot was bagged by Radio City with 28.9% share. At the third spot was taken by Radio Mirchi 13.4% share. Most listeners tuned in between 7 am and 8 am.

Kolkata yet again saw Radio Mirchi topping the charts with a 28.2% share in a universe of 9.1 million listeners. Big FM came second with 23.9%. Fever FM had a 14.7%. In Kolkata, the listenership peaked between 9 am and 10 am.

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8 out 10 people are listening to radio in Tier II & III markets

The findings are as per Toluna’s study across 30 markets

By exchange4media Staff | Jan 20, 2023 12:24 PM   |   2 min read

Toulna

Tier II and III markets are showing some enlightening trends for the radio medium, according to Toluna’s recent study across 30 Tier II and III markets, with a sample base of over 1200 respondents. The detailed interviews were conducted among FM radio listeners belonging to 18 to 50 years, who are a part of the Toluna panel across genders, socioeconomic classes and employment status. The data collection was conducted between 19th December, 2022, and 2nd January, 2023. Toluna covered markets in North and West, including Ahmedabad, Jaipur, Indore, Chandigarh, Nagpur, Bhopal, Surat, Ludhiana, Udaipur, and Aurangabad, amongst others.

The study highlights that FM listenership is quite high in these markets, as 80% of the respondents claim they listen to Radio. The listenership is higher amongst working professionals, where 9 out of 10 consume it. Amongst students, a lesser number (66%) tune to the radio as compared to housewives and working professionals. Another big revelation from the study is 33% of radio listeners ranked FM Radio as the preferred medium for daily entertainment, followed by video/music streaming apps.

The highlights of the study are:

1. 74% of radio listeners tune in more than three days every week. Radio listening is a part of a daily routine for around 1 out of every 4 in the decision-maker group.
2. 7 out of 10 radio listeners tune in to Radio for between 30 minutes to 2 hours every day.
3. Another important highlight 6 out 10 people consume Radio at Home

Adding to the insights, Dixit Chanana, Country Director, Toluna India, says “Our study on radio listenership in tier II and III shows some interesting data points. 33% of radio listeners ranked FM Radio as the most preferred medium of daily entertainment. This is consistent with the study that we did in 2020. Apart from consumption on the go, more than 60% consume radio at home. The way people consume Radio in these markets is amazing, and I am sure the Radio fraternity will be very happy to see such kind of findings.”

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RAM Ratings Week 46'22 - 49'22: Fever FM tops again in Mumbai and Delhi

Between 13th Nov and 10th Dec last year, BIG FM led in Bangalore and Radio Mirchi in Kolkata

By exchange4media Staff | Jan 13, 2023 8:32 AM   |   1 min read

RAM Ratings

According to RAM Ratings for Week 46'22 - 49'22 (between 13th Nov'22 and 10th Dec'22), Fever FM topped in Mumbai and Delhi charts. BIG FM and Radio Mirchi took lead in Bangalore and Kolkata.

In Mumbai with over 12.2 million listeners above the age of 12, Fever FM continued to stay on top with 18.1% listenership share. Radio Mirchi was in the second spot with 16.3%. Red FM took the third spot at 15.5%. Listenership peaked between 10 am and 11 am.

In Delhi, in a universe of 16.5 million listeners above the age of 12, Fever FM peaked with a 21.8% share. Radio Mirchi FM stayed steady with a 14.5% share. In the third position was Punjabi Fever with a 13.2% share. Most listeners tuned in between 9 am and 10 am.

In Bangalore, Big FM took the lead with a 31.9% listenership share. The second spot was bagged by Radio City with 28.9% share. At the third spot was Radio Mirchi went down a few notches with a 13.6% share. Most listeners tuned in between 7 am and 8 am.

Kolkata yet again saw Radio Mirchi topping the charts with a 28.1% share in a universe of 9.1 million listeners. Big FM came second with 24%. Fever FM had a 14.6%. In Kolkata, the listenership peaked between 9 am and 10 am

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RAM Ratings Week 45'22 - 48'22: Fever FM maintains dream run in Mumbai, Delhi

Between Nov 6 and Dec 3, BIG FM took and Radio Mirchi took lead in Bangalore and Kolkata respectively

By exchange4media Staff | Jan 4, 2023 8:37 AM   |   1 min read

RAM Ratings

According to RAM Ratings for Week 45'22 - 48'22 (between 6th Nov'22 and 3rd Dec'22), Fever FM topped in Mumbai and Delhi charts. BIG FM and Radio Mirchi took lead in Bangalore and Kolkata.

In Mumbai with over 12.2 million listeners above the age of 12, Fever FM continued to stay on top with 18.1% listenership share. Radio Mirchi was in the second spot with 16.2%. Red FM took the third spot at 15.5%. Listenership peaked between 10 am and 11 am.

In Delhi, in a universe of 16.5 million listeners above the age of 12, Fever FM peaked with a 21.8% share. Radio Mirchi FM stayed steady with a 14.5% share. In the third position was Punjabi Fever with a 13.%4 share. Most listeners tuned in between 9 am and 10 am.

In Bangalore, Big FM took the lead with a 32% listenership share. The second spot was bagged by Radio City with 28.3% share. At the third spot was Radio Mirchi with a 14.1% share. Most listeners tuned in between 7 am and 8 am.

Kolkata yet again saw Radio Mirchi topping the charts with a 27.9% share in a universe of 9.1 million listeners. Big FM came second with 24%. Fever FM had a 14.6%. In Kolkata, the listenership peaked between 9 am and 10 am

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