From little or no advertising on FM stations earlier, BPOs are increasingly using the medium to get their message across. A cost-effective medium, radio has the double advantage of reaching out effectively to a large section of the youth listening to different FM stations playing popular music 24 hours a day.
Data released by market research companies AC Nielsen and Media Research Users Council (MRUC) outlining the listener profile of all radio stations in Mumbai and Delhi, if used intelligently by advertisers and media buyers, could see advertising on radio get a huge boost.
Among the BPO firms that advertise heavily on radio are 3 (a Hutchison Whampoa company), Global Tele-Systems Ltd (GTL), eServe and Tata Consultancy Servces (TCS). Others like Tracmail are planning more campaigns in the near future.
A considerable amount of our media spend is on radio, says Deanne Rodrigues, assistant manager (branding and communication) at 3. The campaign reaches our target audience. Along with a lot of below-the-line activities, radio has helped increase awareness of our brand. There is sufficient evidence to continue and increase our spend on radio, she states. The company is also sponsoring a programme on Go 92.5 FM for Mosh Mania, a rock concert featuring local heavies Pentagram and their ilk.
A spokesperson for ICICI OneSource, which uses FM in a big way, says, Go 92.5 FM is the only station that plays both Hindi and English music. We target our commercials at the afternoon, college-going listeners on this station. We spend about 10% of our advertising budget on radio. Citigroup assistant VP (corporate affairs) Sudeep Bhalla adds, eServes campaign has been a huge success. Radio, across the three stations and two cities that we use this medium in, constitutes about 9% of our total media spend.