Fever FM increases ad rates by 20 per cent

Fever FM, a radio channel operated by HT Media Ltd with a network in 13 cities, has increased its ad rates by 20 per cent in the backdrop of a growth in listenership.

Talking about Fever FM’s decision to increase the advertising rates Harshad Jain, CEO, Radio and Entertainment, HT Media Ltd. said, “Fever FM’s key priority is to deliver value to its key stakeholders, listeners and advertisers. Our constant endeavour 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 connect with our listeners. We dominate markets with highest share and TSL.”

Jain explained that the hike is meant to keep the advertising inventory under control. “The increase in the price is in backdrop of continued growth in listenership and in line with our constant endeavour of keeping advertising inventory under control. We are ever committed to deliver innovative content and better creative solutions.”

Fever leads in 5 of the 8 drive times across the four metros. (Source: RAM Data Week 14, 2017). Fever FM dominates the two biggest radio markets -- Delhi and Mumbai -- for being the only network having two stations in each city, the company said in a statement.

In the south markets of Hyderabad, Fever FM is the only station with celebrities like Anil Kapoor, Satish Kaushik and Amit Kumar as mainstay RJs and in Chennai it is the Bollywood heartbeat for Chennaites.

In UP the station enjoys a strong connect with listeners across seven cities of Lucknow, Kanpur, Agra, Allahabad, Aligarh, Bareilly and Gorakhpur.

Fever FM said it has been focusing on innovation and differentiation in music and non-music content. Youth prefer it for playing contemporary Bollywood music. It is popular among listeners across 13 stations for its content pillars -- Bollywood, music, sports, city and non-music.

This has helped Fever in consistently dominating listenership scores:

• Delhi enjoys absolute leadership for over 350 weeks with 19.1% market share
• In Mumbai it is the number one station with 16% market share
• Bangalore leads the non-Kannada space with 13.3 % share; more than the combined share of other non-Kannada players and
• Is the number 1 station in Kolkata (7 am - midnight)

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