"RADIO IS VISIBLE"

A presentation on power of radio advertising

RADIO IS VISIBLEat

Brand Klub Ahmedabad

ByMr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat)

Mr.Rahul Namjoshi – Station Head My FM (Gujarat)

Radio : As a Medium

Ambient Medium

• Easy to consume : You don’t have to make an extra effort to entertain yourself

• Encircles the audience

A Good Partner

• It travels with the audience, wherever he/she goes all the time • It begins where the print ends• Last medium consumed before purchase

Local

• Radio is a local medium• Provides a good platform for area-specific campaigns• Very Low Spill-over

Captive Audience

• A Radio listener develops an inbuilt habit of listening it

Reminder Media

• People generally tend to forget things• Here radio helps the ad-messages by reminding the people

at the right time & place

Clutter Breaking• Radio helps in breaking the clutter for any advertiser as ad-

avoidance is very low in this medium

Innovative

• We can execute n-no. of innovative ideas

• Can generate quick response of any campaign

Changing Media Trends In West…

21.5

14.2

3.31.7

10.7

0

5

10

15

20

25

Television Radio Newspaper Magazines Internet

Roy Morgan Research single source data (Ppl 14+); January - December 2008

Hrs/ week

New Media Is Gaining Grounds

Changing Landscape Of Media In India…

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

IRS 2009 R1

All India Radio penetration is 20%Tier 2 & 3 Cities Radio Penetration is 26%!

Figures in ‘000  All Radio

All India 852333 169804

    20%

Tier 2 & 3 Cities 22833 5871

Media Penetration   26%

IRS 2009 R1

• 60% of Audience on Radio spends 1 to 3 hrs

• Vs 48% watching TV

 Time Spent

Radio TV Print

upto 1 hr 28% 29% 60%

1 to 3 hrs 62% 48% 19%

ONE Very High Time Spent On Radio

Ormax Media / 7 Cities/ Dec’08

% (Number)2.69

4.74

6.6

6.83

6.47Newspaper

Radio

Television

Internet

Magazine

Average no. of days in a week

Hansa Research/ Aug 08 /Chandigarh.

Media Consumptionweekly

Radio Consumption Is Higher Than Other Medium…

Radio Is A High Engagement Medium

Radio with Other Media

Radio Adds To TV• Radio boosts the effect of TV Advertising

when used together – The Multiplier Effect.

• Radio delivers 15% lift in Brand Awareness, when 10% of TV Budget is re deployed on Radio– Millward Brown Study, UK.

Television + Radio Results In…

• Dramatic increase in frequency of message exposures

• Message reaching out to ‘light’ TV viewers also.

• Radio works during the hours in the day when TV audience is lower

• Radio works when product relevance is higher (like Pizza advertising in afternoon band on radio coinciding with snacking time)

Television + Radio Results In…

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

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

XX

XX

XX XX

==

==

==

}

+15.4+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

Media Multiplier Effect with Radio

THREE

Radio Adds To Print.

A Study by US Radio Advertising Effectiveness Lab (RAEL)

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.

The Audience Are Able To Provide Much Better Message Playback, For Print + Radio Campaign

RAEL – The Benefits Of Synergy.

• Brands can focus their activity around Key Target Groups on Radio

• Audience Profile Varies Across the Day; thereby allowing ‘Day Part’ Targeting

Radio Offers Effective Targeting

Listeners’ Profile – by time & gender (%) Very discreetly defined in case of Radio.

Ormax Media /July’09/ Indore

Listeners’ Profile – by time & age (%)

Ormax Media Research /July’09/ Indore

60%

Radio Is The Last Medium Consumed Before A Purchase

Is Made!

Radio Lends Believability To Ad Message

• Radio Is a Friend; Used for emotional reasons – to keep the spirits up.

• A valuable context for advertiser to appear in!

• The Trust rubs off on to the brand message. Radio Messaging has a higher believability than other medium.

• Classic Case of -– Binaca Geet Mala – Hawa Mehal Shows.

SEVEN

Power of Interactivity.

• Radio has the unique ability to interact & engage with Audiences, continually inviting them to respond in various ways - SMS, Outdoor Broadcast (OBs) & Events.

• Levels of interaction on radio are high. More than a third of Radio Listeners have engaged in some form of station activity- ( as per Radio Days 3 – RAB)– Visiting station– Called Station Phone line– Sent in a dedication– Gone to a concert/ roadshow– Entered a contest

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

Ek Koshish:Collecting woolens for Homeless people

18000 household wisited – 60,000 pieces collected and given away.

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

TEN

Most Cost Effective Medium

Radio Is A Medium with The Lowest Ad Avoidance

41%

68%

61%

52%

16%

0%

10%

20%

30%

40%

50%

60%

70%

% A

d A

vo

ida

nc

e

TV

Ne

wsp

ap

er

Ma

ga

zin

es

Dire

ct M

ail

Ra

dio

SouSrcSource: Western International Med International Media iae: Western International MediaSSsoso

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

Radio Case Studies

NESCAFE ORIGINALSay Good Morning to a good day

ahead!!

BackgroundNescafe Original had always been known as “the taste that gets you started” and therefore the brand wanted to associate with ‘The Mix’ Network Breakfast Shows to establish its “Getting you started “message routed deeper in the minds of the consumers

Why Radio?Mornings are a 2 switch deal – One for the Radio and one for the kettle, therefore giving a very apt platform for the brand. Connecting with people in the morning gave greater probability of their staying with us, the station and the brand, for most part of the day. Further, messages at the key consumption times increased the brand resonance

• ImplementationCredits every 15 minutes within the breakfast show delivered continuous communication of the “get started” message whilst promoting the consumption at a key time. Montage of the morning show coupled with “Nescafe - keeping you going” trails featured across the day. Also, “Rude Awakenings'” and “Love the mornings” promotions featured the interactions with listeners in their homes to further drive home the message.

ResultsA study of listeners and recognizers revealed that they found Nescafe Original was a brand you heard quite a lot about and things going for them… Giving the brand salience a five fold jump in the subsequent brand track study

“…The strategic fit between Nescafe Original and the sponsorship of ‘The Mix’ breakfast show has always been clear. What continues to impress me is how the activity has evolved and been leveraged on an ongoing basis to add real value…”

Katie Graystone, Senior Media Controller, Nestle Fairfield

“…The strategic fit between Nescafe Original and the sponsorship of ‘The Mix’ breakfast show has always been clear. What continues to impress me is how the activity has evolved and been leveraged on an ongoing basis to add real value…”

Katie Graystone, Senior Media Controller, Nestle Fairfield

CLEARASIL ‘Zits-Hits’Hitting Off with the audience

BackgroundEven though Clearasil is one ofthe oldest brands and there is highIncidence of pimple suffering in out TG,Less than 50% of sufferers ever use a problem specific product. They set an ambitious goal to achieve MS of 21% and increase trials among TG

Why Radio?Radio connects with teen’s skincare concerns when used in a fresh, innovative and lighthearted manner. Provide a media presence in a relevant and affordable medium, at a time when teens were conscious of their appearance in the Back to School period. Its also an acknowledgement that Teens media habits extend way beyond the traditional use of TV

ImplementationA promotional campaign, keeping in mind the teen’s love for music, was executed which included an online element and included the brand proposition of humor, honesty and relevance. Understanding of TG media usage was used to schedule spots during breakfast, drive and evening day parts. After a lot of thought, Clearasil’s Zit Hits promotion – “Win a brand at your School” was born.

ResultsThe completion of the campaign saw a jump of market Share from 18.6% in January 2002 to 21.6% in March of the same year!! Clearasil’s National unit sales increased by a whooping 15%

Thank You!