City 91.1 FM has announced its intention of joining the bandwagon of radio operators hiking ad rates. The increased ad rates will be 15-20 per cent more than the existing rates and will come into effect from October 1.
Ashit KukianApurva Purohit, chief executive officer, Radio City, says, "That radio delivers has been amply demonstrated by the radio audience measurement (RAM) data. Be it the lowest cost per thousand (CPT), or having a 15 per cent multiplier effect when used in conjunction with a TV campaign, or being three-fifths as effective as TV in raising awareness at one-seventh the cost, the power of radio is truly one worth reckoning."
Ashit Kukian, executive vice-president and national head, sales, Radio City, says about the hike, "Our series of successes are not a matter of coincidence. As a pure play FM station, which remains our core focus, all teams are unanimously driven to seamlessly work towards ensuring domain leadership."
He adds, "Our sustained focus on catering to a quality audience through innovative programming initiatives and 360 degree solutions, combined with our ceaseless efforts at evangelising the medium, have seen an increase of 45-50 per cent both in terms of number of advertisers and advertising volume coming to Radio City."
Exuding confidence about clients' faith in Radio City, Purohit says, "As clients increasingly look at improving the delivery of their media rupee, there is no longer any doubt that radio is repeatedly proving its efficacy. Radio City's increasing reach in the RAM markets and its robust time spent listening (TSL) clearly make it one of the best mass media vehicles for clients to invest in today."
Kukian adds, "Advertisers see unmatched value in our delivery and we expect that to continue. We are targeting a vibrant 40-50 per cent incremental revenue growth compared to our numbers last year. We are well on our way to exceeding our expectations."
After My FM, Red FM and Radio Mirchi, Radio City is keen to consolidate its market as the sector has witnessed hectic competition for the past two years, with old players trying to remain in the fray and new ones jostling for space.