Big FM has launched national as well as region-specific spikes in ad rates for the upcoming festive season. With markets stabilising post demonetisation and the implications of GST, Big FM has witnessed an influx in programming volume coming into play.
The FM station is also looking at partnering with advertisers for deep integration, long tenure and sponsorship sales. The radio network is invariably looking at providing a clutter-free experience by reducing ad inventory in key markets. The radio network intends to increase rates by approximately 12-15 % in core markets and a rate correction of Rs 25-35/10 secs in smaller stations.
Asheesh Chatterjee, CFO, Big FM, said, "The idea is to offer our advertisers with unique value proposition by providing a plethora of festival spikes, unique integration restricting cloud burst and providing extremely good ROIs for advertisers. With 90% of our stations ranked among the top stations as per IRS 2017, we look forward to seamlessly serving our advertisers and listeners with interesting and exciting content.”
Radio penetration has showed a phenomenal growth of nearly 100% across India between 2014 and 2017, as per a report by IRS. Only 35% of the population has access to the internet as compared to broadcast radio, which has access to 99% of the Indian population. Radio medium also holds far stronger position over internet in priority states, including Bihar, MP, Tamil Nadu, UP, West Bengal, Orissa, etc.