FM stations wooing local advertisers

They are dangling carrots such as free workshops on radio advertising and free ad production

MUMBAI: Every morning, FM radio listeners in Orissa tune into a programme that has a rather unusual title — Choklate Devotion.

It’s not the crave for chocolates that drives them switch on their radios, but their devout calling that impels them to tune into the three-hour long programme, which includes chanting of shlokas and devotional songs.

“Orissa is culturally a very religious state and it’s steeped in devotion,” Monica Ayyar Patnaik, founder, Radio Choklate, said.

The Orissa-based FM station has been airing this devotional programme since its launch in May 2007. And since its debut, the station, which plays both Oriya and Hindi content, have found two steady local incense stick brands that have been advertising in the slot.

The loyalty of the two brands for the FM medium is understandable as for just Rs 500 for a 10 second spot, they are getting a widespread reach across Orissa with the ad being played several times during the day and even during the all-important evening slot when listeners light up incense sticks in their homes.

Moreover, placing ads in FM radios also does not necessitate them to advertise on other mediums such as in television, outdoor and print.

Patnaik said since the radio station has been airing content and programming that are locally relevant, the channel has become “a favourite” among over 280 local advertisers (retailers) and also among national advertisers.

“Categories such as jewellery, retail garments, educational institutions and tutorials are amongst the highest spenders on our FM station,” she said.

And not just Radio Choklate, but there are many other stations where local advertisers are leading the show.

This trend has encouraged FM stations across the country in going the whole hog in wooing local advertisers.

In fact, radio stations with a national footprint such as Radio City, RED FM and Big FM have created dedicated ad sales teams for attracting local advertisers.

In fact, Radio City recently conducted radio advertising workshops addressed by international communications expert Paul Weyland to educate advertisers about the benefits of placing ads in the medium.

The sudden race for winning over local advertisers is also because the phase III of the FM rollout is in small towns.

Currently, India has about 260 FM radio stations. According to FM station owners, at least 25% of the total ad inventory in cities is taken up by local advertisers. But in smaller towns - the next domain of growth for several FM players in India - this number could be as high as 40-50%.

Sanjay Behl, head - brand and marketing, Reliance Communications, said the reason for local advertisers thronging FM stations is because radio is the only mass medium that allows them to immediately convey localised messages about their tariff plans, new offers, discounts or a sales bonanza.

Sanjay Tripathi, head-marketing, HDFC Standard Life Insurance, said, “Radio is an effective medium, when it comes to call-ins from activations or ground events.”

Moreover, an increased awareness amongst retailers about benefits of advertising on radio is evident today, said Anuj Singh, national marketing head & station head, Red FM (Mumbai).

Mumbai-based retailer, Manoranjan Sarees is among several other retailers who have included FM radio as part of their media plans.

Publication house Navneet devotes around one-third of its ad spend to FM radio.
Amitabh Khona, media consultant, Navneet Publications, said, “People are listening a lot to FM radios and we have known this since we got a good feedback last year. Radio Jockeys (RJs) are popular. And since even mobile phones have FM radios these days, our message is being heard by more and more people.”

Prashant Panday,CEO of Radio Mirchi believes that the value-adds could be multiple.
“Most often, the radio station goes beyond being just a media owner. It also doubles up as a creative consultant by developing the audio spot in-house for the advertiser.”

At such times, the creative solutions team works in tandem with a specially created team for retail that provides advertising solutions to clients who might not be well-versed with the medium or doesn’t have the means to produce effective radio ads.
c_arcopol@dnaindia.net