A presentation on power of radio advertising RADIO IS VISIBLEat Brand Klub AhmedabadByMr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat)Mr.Rahul Namjoshi – Station Head My FM (Gujarat)

1. A presentation on power of radio advertising RADIO IS VISIBLE at Brand Klub Ahmedabad By Mr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat) Mr.Rahul Namjoshi – Station Head My FM (Gujarat)

2. Radio : As a Medium

10. Changing Media Trends In West… Roy Morgan Research single source data (Ppl 14+); January - December 2008 Hrs/ week New Media Is Gaining Grounds

11. Changing Landscape Of Media In India… IRS 2009 R1 Medium Start Date Current Reach Newspaper 17th Century 32 Cr Readers TV 1960 45 Cr Viewers Radio 1975 17 Cr Listeners Internet 2000 5 Cr. Visitors monthly Mobile 1996 44 Cr users connections

12. All India Radio penetration is 20% Tier 2 & 3 Cities Radio Penetration is 26%! IRS 2009 R1 Figures in ‘000 All Radio All India 852333 169804 20% Tier 2 & 3 Cities 22833 5871 Media Penetration 26%

14. Radio Consumption Is Higher Than Other Medium… % (Number) Average no. of days in a week Hansa Research/ Aug 08 /Chandigarh. Media Consumption weekly Radio Is A High Engagement Medium

15. Radio with Other Media

19. What happen if Radio is added to a TV campaign? – Milward Brown Study (UK) In other words, by redeploying 10% of TV money to Radio results 15% increase in total advertising awareness Media Multiplier Effect with Radio Original TV only campaign Revised campaign with 10% of TV re-deployed to radio TV component Radio component 267 5 1335 240 5 1200 189 3 0.6 340 1540 X X X X = = = } +15.4% TV GRP TV Awareness Index Total Awareness Scores TV Awareness Index Radio Awareness Index 10% less TV GRP TV Awareness Scores Radio factored to take in account TA coverage Total Awareness Scores 7X27 GRP (cost Factor) Radio Awareness Scores

20. THREE Radio Adds To Print. A Study by US Radio Advertising Effectiveness Lab (RAEL)

21. Brand Awareness Increases Dramatically For Print + Radio Campaigns RAEL – The Benefits Of Synergy. The audience exposed to radio generated almost three times the brand recall compared to the audience exposed to newspapers only.

22. The Audience Are Able To Provide Much Better Message Playback, For Print + Radio Campaign RAEL – The Benefits Of Synergy.

24. Listeners’ Profile – by time & gender (%) Very discreetly defined in case of Radio. Ormax Media /July’09/ Indore

25. Listeners’ Profile – by time & age (%) Ormax Media Research /July’09/ Indore 60%

26. Radio Is The Last Medium Consumed Before A Purchase Is Made!

29. Radio Collaborates with Authorities Pictures of Radio Van for Voter’s I-Card registrations…

30. Ek Koshish: Collecting woolens for Homeless people 18000 household wisited – 60,000 pieces collected and given away.

31. TEN Most Cost Effective Medium TV Rs. Lacs Cost of a 4 week campaign(20 sec spot) 120 Reach (People, who watch TV at least 4 days a week) 273569000 CPT (Rs.) 44 PRINT Cost of a print campaign (8-9 states, 60 cc front page ads, 2 publications in each state) 80 Number of people reached (Literates, who read at least one publication) 233719000 CPT (Rs.) 34 RADIO Cost of 4 week radio campaign ( 2 leading stations, 8 spots a day @ 20 sec) 19 Number of people reached (listen to radio at least 4 days a week] 106698000 CPT (Rs.) 18

32. Radio Is A Medium with The Lowest Ad Avoidance SouSrcSource: Western International Med International Media ia e: Western International MediaSSsoso

33. Reads Newspaper to catchup on happenings Listens to Radio for news updates Entertainment Gets alerts for breaking news, stock prics on Mobile Logs on to Internet for follow-up stories Reads more TV Time Uses Radio for entertaining himself Radio Finds Audience in Housewives; Youth; Traders/ Shop owners Day In Life of Audience Radio Time Radio Works The Most During Purchase Hours

34. Radio Case Studies

39. Thank You!