ADVERTISING MEDIA:

RADIOKARAN SHARMA E-28 10/382

RADIO

Radio is the transmission of signals through free space by electromagnetic radiation of a frequency significantly below that of visible light, in the radio frequency range, from about 3 kHz to 300 GHz.

How it works!!!!Information such as sound is transformed into an electronic signal which is applied to a transmitter. The transmitter sends the information through space on a radio wave (electromagnetic wave). A receiver intercepts some of the radio wave and extracts the information-bearing electronic signal, which is converted back to its original form by a transducer such as a speaker.

FM PenetrationThis list includes TAM figures from TAM Media Research, list of FM channels from the website of Ministry of Information and Broadcasting, radio industry the television industry figures from FICCI- KPMG report 2012 and list of AIR stations from the websites of All India Radio and Prasar Bharati respectively.

*FM PENETRATION IN MUMBAI, DELHI, BANGALORE AND KOLKATA

CITIES/POPULATION

AND FM PENETRATION

TOTAL POPULATION- ALL 12+

(FIGURES IN ‘000)

FM PENETRATION

(FIGURES IN ‘000)

2007 2011 2007 2011

DELHI 11396 18523 6723 16321

MUMBAI 14349 16674 7347 11655

BANGALORE 5131 6050 3646 5274

KOLKATA 12375 13583 7851 8740

FM Penetration*RAM MARKETS

CITIES/POPULATION AND FM PENETRATION

FM PENETRATION (FIGURES IN ‘000)

2007 2011 DELHI 6723 16321

MUMBAI 7347 11655 KOLKATA 7851 8740

BANGALORE 3646 5274

*DEVICES OWNED BY FM LISTENERS

CITIES/

% OF MOBILE

DEVICES

OWNED

MOBILE

PHONE

RADIO SET/

TRANSISTOR

2 IN 1 HI FI MUSIC

SYSTEM

WALKMAN/

DISCMAN

2007 2011 2007 2011 2007 2011 2007 2011 2007 2011

DELHI 39 98 73 28 32 11 10 12 7 4

MUMBAI 49 99 41 17 33 10 21 15 12 4

BANGALORE 34 95 58 48 40 22 10 13 12 6

KOLKATA 40 95 68 53 25 18 13 12 4 4

REVENUESCATEGORY AVERAGE PRICE

EXPECTED PER

LICENSE (INR

billion)

NO OF LICENSES Total collection

(INR billion)

Category A+

 

0.21 4 0.85

Category A

 

0.13 19 2.51

Category B

 

0.05 29 1.60

Category C

 

0.04  175 7.00

Category D

 

0.008 609 4.87

Total   839 16.83

YEAR INDUSTRY REVENUE(in INR billion)

2006 6

2007 7.4

2008 8.4

2009 8.3

2010 10.0

2011 11.5

Top Advertising Categories and Companies

Top 10 towns in INDIA with Highest Radio Listenership

RADIO LISTENERSHIP

Top 10 towns with Radio Listenership

Rank Towns States Radio Listenership Per 1,000 Population

1 Quilandy Kerala 524

2 Tirur Kerala 486

10 Kozhikode Kerala 480

3 Kunnamkulam Kerala 474

4 Ponnani Kerala 461

5 Kannur Kerala 433

6 Kochi Kerala 420

7 Thiruvalla Kerala 411

8 Kayamkulam Kerala 409

9 Malappuram Kerala 402

RADIO ADVERTISING SPOT ADVERTISING

Spot advertising is the most commonly used form of paid-for-advertising on Commercial Radio. Spot airtime can

be bought across different dayparts and days of the week depending on the objectives of your campaign.

J-ET is Commercial Radio’s ground breaking electronic trading system which enables advertisers and agencies to

plan and buy spot campaigns electronically as well as track actual delivery and the majority of major media

planning and buying agencies now subscribe to J-ET.

Key Points to consider when planning a radio campaign

• Commercial Radio comprises over 300 stations, each covering specific geographical areas attracting specific listener profiles.

• RAJAR is the radio industry’s audience measurement system and agency media planning systems such as Mediatel use RAJAR data to help identify the most efficient schedules by target audience and by region.

Who do I want to

talk to and where?

• Research demonstrates that when people are involved in a related activity or in a relevant mindset, recall of advertising goes up. So don’t just think in terms of numbers (“when are most of my target audience going to be listening?”), but also in terms of modes and mindsets (“are there key times when the consumer is more likely to notice my ads?”). The optimum schedule should take both of these into account.

Are there specific

times when I should

be speaking to my

consumer?

• Whilst the most common spotlengths are 30 and 40 seconds, spots can in effect be any timelength up to 60 seconds or even longer. The longer the timelength, the more expensive the spot airtime will costs. Ultimately this boils down to the creative ie. how long does the ad need to be to get the message across as impactfully as possible.

What length should

each spot be?

Key Points to consider when planning a radio campaign

• The standard campaign length for most individual campaigns is four weeks.

• However again this will depend on objectives

How long does my

radio campaign

need to be?• The standard frequency which the majority of planning agencies will work to is 4 OTH.

• This allows for the fact that a lighter radio listener will potentially hear the ad a couple of times in a week whilst a heavy radio listener is likely to hear the same ad 6 or 7 times.

What weight of frequency should I go

for?

COMMUNITY RADIO STATIONS Gurgaon Ki Awaaz, Lalit Lokvani, Chanderi ki

Awaaz ...India’s community radio stations are reaching out to touch lives and livelihoods in little hamlets and towns across the country with useful nuggets of information spiced up with local folk music and radio plays.

India has 135 community radio stations and another 300 are in the process of being set up. “Community radio station (CRS) is a medium that has potential to bring a silent revolution as it is connected to the daily lives of people,” Supriya Sahu, joint secretary in the ministry of information and broadcasting, told IANS. Unlike television and radio, where audiences are passive listeners, community radio involves people in communication and interaction

· India has 135 community radio stations and another 300 are in the process of being set up.

· Tamil Nadu has 22 stations

FM Radio Stations around Delhi

Frequency in MHz Radio Station Name

90.40 DU 90.4 FM (Delhi University)

90.40 Radio Jamia (Jamia Milia Islamiya University)

91.10 Radio City

92.70 Big FM

93.50 Red FM

94.30 Radio One

95.00 Hit FM

96.90  IIMC Radio (Indian Instt. Of Mass Comm.)

98.30 Radio Mirchi- It's Hot

102.60 AIR FM Rainbow (All India Radio)

104.00 Fever FM

104.80 Meow FM

105.60 Gyan Vani

106.40 AIR FM Gold  (All India Radio)