months of launching a "transparent and uniform rate card", the ADAG-owned Big 92.7 FM has revised its rate upwards in the six metro cities where it operates. The station hasn't changed its rates in the other cities and towns in which it operates, describing them as "young".
Effective December 3, rates for the morning (7-11 am) and evening (5-9 pm) bands have been increased by 27 per cent, 38 per cent, 25 per cent, 9 per cent, 4 per cent and 32 per cent for Mumbai, Delhi, Kolkata, Chennai, Hyderabad and Bangalore, respectively. Similarly rates for the mid-morning bands have been made dearer by 46%, 57%, 20%, 5%, 8%, and 48% respectively for the six cities (in the same order).
Malhotra cited RAM data as justifying the rate hike. "Now, with RAM data in place, which has shown some great numbers for us in the three metros, we are surely proven leaders, especially in the metro cities."
In August, Big FM introduced a transparent rate card system called Aqua to ease the process of investing, at a time when the current rate cards in the category hold little or no relevance amongst media buyers and are not taken as a serious offering as the rates are inflated and always have to be negotiated.
Malhotra says she expects advertisers to appreciate the recent initiative as the rates were decided on the basis of reach. "The rates are very moderately priced and should not scare away advertisers. We haven't yet changed the rates for non-metro stations as those markets are not yet fully developed," she says.
She concludes, "Despite the rate hike, Big FM is not as expansive as other stations are and will still attract media planners and advertisers."