MYÂ FMÂ has announced an increase in itsÂ advertisingÂ ratesÂ byÂ 20% with effect from April 1. The radio network claimed that the decision to hikeÂ ratesÂ was taken to maintain the listening experience, as inventory levels were peaking across all radio channels.
The inventory crunch comes as a reflection of changing market dynamics, with advertisers â€“ both retail and national, realizing the effectiveness and efficiency of the medium.
Commenting on this, Rahul Namjoshi, Business Head,Â MYÂ FM,Â said, â€śWe are a strong customer centricÂ organization both listeners experience and response to client campaign is utmost important to us.Today every marketer has realized that radio is the only medium where ad avoidance is minimum in comparison to other media, it is just not a frequency medium but also helps in brand building.â€ť
â€śThe hike in adÂ ratesÂ is in the range of 15 toÂ 20Â per cent, depending on the city,â€ť added Namjoshi.