Nimbus launches first ever 'Loyalty Rewards' program for television advertisers

In recognition of the role that loyal advertisers play in building a network or an independent media marketing company's revenues, Nimbus plans to launch the first ever 'Loyalty Rewards' programme for Indian television advertisers on January 14, 2003.

Kicking off with the upcoming ICC Cricket World Cup 2003 on DD, Nimbus aims to extend this programme to select media assets in the future. Says Sunil Manocha, senior vice-president at Nimbus, "Nimbus has been informally running such programmes in the past providing the bedrock for constantly strengthening relationships with advertisers, but now we have created a formal structure for this and expect that it will become a media trend in the future."

On the Cricket World Cup, 'Broadcast Sponsors', 'Match Cluster' buyers and 'Flexi Buy' spot buyers will all receive 'Loyalty Rewards' in the form of additional commercial time at no extra cost. In the classical pattern of Loyalty programmes, there is an ascending rate of rewards for larger volume buyers. At the low end, rewards will start at 50 per cent volume bonus for 'Flexi Buy' spot buyers, going up to 150 per cent volume bonus for presenting 'Broadcast Sponsors'.

Reversing the trend where advertisers who buy in early into a major event property often fear that they will end up paying more than those who buy at the death in case there is distress selling, Nimbus has pegged the 'Loyalty Rewards' for all advertisers who booked their World Cup ads before January 14 at double the rewards that will accrue to those who book from January 14. Twelve media buying groups and advertising agencies and more than 40 advertisers will benefit from the double 'Loyalty Rewards'.