92.7 BIG FM

Report
92.7 BIG FM
MAKING YOUR MARKETING DOLLAR WORK
SMARTER
1
WHO’S
LISTENING?
JUST
ABOUT
EVERYONE!
79%
of INDIANS
across
89 cities
Sources: RAM Multi-media Establishment Survey 2013
RADIO WORKS!
DELIVERING REACH AND FREQUENCY
3
REACHING
OUT
• Radio & TV delivers
equivalent REACH
PEAK RADIO LISTENERSHIP IS ALMOST EQUAL TO PEAK TV REACH
27
28
(In Millions)
RADIO
TV
Source: TAM & RAM, TG: TV-CS 10+ & Radio – All 12+, Markets: 8 Metros, Period: Wk6-13’12
SIMILAR
AUDIENCES
• Radio & TV enjoy similar
demographics.
RADIO ENSURES BRAND PRESENCE ACROSS DAYPARTS
SALIENCE
vis a vis COMPETITION
• Radio drives BRAND
SALIENCE with a greater
Share of Mind and higher
spend efficiencies
% Audience
Dispersion
Early Morning
Breakfast to Lunch
Post Lunch
Evening to Dinner
After Dinner
TV
Newspaper
Radio
Internet
5
33
18
2
6
38
18
21
21
23
21
51
37
6
31
24
32
1
12
3
Source: IRS
6
EFFICIENCIES
RADIO DELIVERS GREATER REACH
THAN SEVERAL TV GENRES
Overcoming the Long Tail
• Radio stations have
HIGHER REACH than
several genres of TV
• Radio helps OVERCOME
the FRAGMENTATION in a
TV plan
• Radio reach in HINDI
SPEAKING MARKETS
beats Hindi News & Hini
Music
Sources: TAM CS15+ & IRS Q4’12
7
BETTER
CHOICE
RADIO DELIVERS MULTIPLES OF REACH
Vis a vis key TV genres
• Radio enables you to talk to
more audiences in your
Target Group
• Delivers equivalent reach
compared to Hindi movies
as a genre and between
1.5X TO 6X REACH
compared to popular
genres such as Sports, Eng
GEC & News
Sources: TAM CS15+ & IRS Q4’12
8
REACH
FREQUENCY
COMPARISON
• Sample media plan of Rs
1 Crore for both
mediums
• A 4 week plan in the 4
Metros
• Top 3 TV Channels from
News, Music & English
entertainment taken.
• Radio – Top 3
stations/city
GREATER ADDRESSABILITY
RADIO REACHES 31% OF THE UNIVERSE AT 3+ ACROSS THE 4 METROS
AS COMPARED TO 7% REACHED BY TV
50%
47%
45%
40%
35%
30%
29%
31%
RADIO
25%
TV
20%
15%
10%
7%
5%
0%
1+ Reach %
3+ Reach %
REACH% OF THE UNIVERSE
TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34
REACH
FREQUENCY
COMPARISON
• Sample media plan of Rs
1 Crore for both
mediums
• A 4 week plan in the 4
Metros
• Top 3 TV Channels from
News, Music & English
entertainment taken.
• Radio – Top 3
stations/city
HIGHER OPPORTUNITY TO SEE
THE AVERAGE FREQUENCY DELIVERED BY RADIO IS MORE THAN
DOUBLE THAT OF TV
7
6
5.8
5
4
3
2.1
2
1
0
RADIO
TV
AVG FREQUENCY
TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34
RETURN ON
INVESTMENTS
ADVANTAGE IN CPT TERMS
Better Bang for your Buck
• The top radio stations
offer a 60-100%
ADVANTAGE in Cost Per
Thousand as compared to
the top Hindi GECs
Basis:
Radio: 12 spots per day, 7 days a week, 30 second spots & market rates. TG12+
TV: Rs.50 lacs spent on the channels for 4 weeks campaign. TG MF15-44 SEC ABC
Sources: TAM & IRS Q4’12
11
EFFECTIVENESS
• Radio ensures delivery
against your planned
SHARE OF VOICE
• Radio complements both the
REACH & FREQUENCY
objectives of any brand
campaign
• With ADDED BENEFITS
• Control by
Time of Day and/or
Day of Week
• Reach people Out of Home
• Geo-Targeting
• Higher rotate on messages
RADIO FULFILLS MULTIPLE ROLES IN THE MARKETING PLAN
Brand Equity
Awareness
Promotion
Interactivity
MASS
REACH
Word of Mouth
Social Networking
LOCAL
APPEAL
AUDIENCE
TIME
SPENT
12
WHO’S SPENDING ON RADIO
FY12-13
13
EVERYONES HERE…ARE YOU?
S.O.V ON RADIO
BY CATEGORY
 The traditional advertisers are
all here – leveraging Radio for
varied objectives including but
not limited to
 FMCG for Top of mind, brand
engagement
 Service sector using radio for
 Real estate for lead generation
 Retail for driving sampling &
foot falls
 Telecom for information &
engagement
Sources: Adex Data FY12-13
14
FMCG
THE BIG
SPENDERS
 FMCG sector is the largest
spender on Radio with brands
across the product spectrum
using it to meet their objectives.
Some key advertisers  Procter & Gamble
 Hindustan Lever Ltd
 Coca Cola India Ltd
 Cadburys India Ltd
 Pepsi Co India Holdings
 ITC Ltd
 Godrej Sara Lee Ltd
 Raja Biscuits Industries Ltd
 Johnson & Johnson Ltd
 Reckitt Benckiser (India) Ltd
Sources: Adex Data FY12-13
RETAIL
THE BIG
SPENDERS
ORGANISED RETAIL HAS A GREATER SoV ON RADIO
 Pantaloons Retail India Ltd
 Reliance Retail Ltd
 Lifestyle
 Rathna Fan House
 RmKv Silks
 Infiniti Retail Ltd
 Vasanth & Co
 Titan Industries Ltd
 Pai Intl
Sources: Adex Data FY12-13
SUMMING UP
Radio as a medium helps ensure your marketing and
brand objectives are met
 Reach and Frequency

Radio outstrips other media in terms of house-hold penetration
 360 degree engagement

SO WHY
RADIO?
Performs multiple roles in your marketing plan – drives engagement with your
audiences, can be used for targeted geographic/ audiences & gives Activations
capabilities
 Impact

Giving brand salience throughout day-parts therefore heightening long-term property
associations
 Cost efficiency

Delivers better CPT than a whole lot of other media vehicles
18
Ok
RADIO
Works!
SO WHERE DO WE COME IN?
20
WHO ARE WE?
92.7 BIG FM
• Part of RBNL, India’s
leading media
conglomerate
• We are lead players in all
markets that we operate
• Leader across Delhi, B’lore and
Kolkata
• No.1or 2 in 29 markets
Operates
FM Radio in
45 cities
and reaches
1200 towns and
52,000 villages
and over
200 million Indians
Operates a bouquet
of channels across
the English
Entertainment &
Regional Ent space
Creating IP Events
& Content
WHY US?
•
Every 3rd mass product consumer in the metros is
OUR LISTENER
•
UNBEATABLE REACH in the 4 key metros
amongst the well settled and the well heeled
•
We reach out to the maximum Hindi speaking
consumers with our network of 45 stations across
India
22
BIG ON
PRESENCE
BIG FM STATION PRESENCE
COVERS FOR UPTO 84% OF TV UNIVERSE
Where it matters
• Our radio presence across
the country helps
EXTRACT THE BEST in
terms of market weights in
terms of REACH & GVTs
Base Universe:25.98Crs /Total GVTs 18089Mn GVTs
Sources: TAM Universe Data (4wk Average of Reach &
GVTs)
BIG ON
PERFORMANCE
Delhi’s No.1
Leaders in RAM Markets
• BIG FM is a consistent
performer across markets
Kolkata’s No.1
that carry the highest
media weights
Bangalore’s No.1
Source :RAM WK28
Mon- Sun 12am-12am
BIG ON
DELIVERY
We truly deliver DELHI
• 4X reach compared to
Mirchi at 5+
• 1.5X reach compared to
Fever at 5+
• Consistently #1 at any
reach frequency level
Source :RAM WK 22-25
12-34 Mon- Sun 12am-12am
25
BIG ON
GROWTH
Cume
(‘000)
Outpacing others in Delhi
• 2.5X growth in share BIG
FM has made larger strides than
any of its competitors in Delhi
Share
• 48% increase in reach
• 66% increase in TSL
• Reaching the # 1 spot with a
peak listenership of 79L
during Wk28’13
TSL
Source :RAM,
All 12 + Mon- Sun 12am-12am
BIG OVER
COMPETITION
Delhi
Kolkata
Bangalore
Mumbai
BIG v/s MIRCHI
• 92.7 BIG FM delivers
better against Mirchi
across the RAM Markets
Source :RAM WK28
Mon- Sun 12am-12am
27
BIG OVER
COMPETITION
Cumes
BIG v/s MIRCHI
9921*
8635*
…and in the IRS markets
• Wider presence & reach
in the Hindi Speaking
Markets
Source IRS Q4 2012
*RAM MARKETS NOT INCLUDED
BIG ON
RETURNS
BIG v/s MIRCHI
• 92.7 BIG FM delivers
BETTER CPTs across the
key metros
• Mirchi CPTs are upto 5X
higher as compared BIG in
a key market like Delhi
Calculations at Estimated Market Rates
1 week campaign of 12 spots per day in metros 7 days a
week, 30 second spots
Sources: RAM & RS Q4 2012
BIG ON
ODDS
Power of 2 in PUNJAB
• Our combined TV & Radio
presence in Punjab gives us
the edge over options
REACH (000)
BIG ON
BENEFITS
REACHING YOUR CONSUMERS ACROSS
12,700
VILLAGES, CITIES AND TOWNS IN PUNJAB
Unbeatable proposition
• One stop shop – service
efficiencies for your brand
• Common properties across
platforms – increase brand
JALANDHAR
LUDHIANA
salience
• Get the multiplier effect –
boost campaign
effectiveness
PATIALA
BIG ON
INNOVATION
• Music Station formats
RJ KARIZMA KAPOOR
On BIG MEMSAAB a one of its kind Radio
magazine show, airing in the mid-afternoon across
all HSM Markets featuring the Bollywood Diva
Karizma Kapoor
that are designed to cater
to the needs of the city
• Celebrity led shows, that
set a benchmark
RJ ANNU KAPOOR
Debuting at #1 in its time-band, SUHAANA SAFAR
with Annu Kapoor adds a new dimension to music
experience. Bringing “Filmy duniya ki kahi ankahi
kahaniyan” alive in his inimitable style.
RJ NEELESH MISRA
A first ever on radio, YAADON KA IDIOT BOX, a
radio show in a novella format takes the listener on
a journey, with a musical story-telling format on
love, separation, and relationships
BIG IMPACT
Now in it’s 6th Season
The BIG Green Ganesha is
one of our most talked, most
appreciated and most awarded
initiatives.
Our effort to create a mass
campaign to bring to fore an
environmental issue has met
phenomenal success.
Some numbers:
• Over 11 TONNES of
newspapers collected
• Touching 1.5CRORE people
• Collaborating with over 350
CIVIC BODIES
• 35 LAKH DEVOTEES
• 200 CELEBRITIES joined us in
support
33
BIG
SURROUND
Impact Properties
92.7 BIG FM is the
undisputed leader when it
comes to offering brands
INTEGRATED PLATFORM
services that deliver LONG
TERM VALUE
With a successful lineage of
having executed over 40
different properties ACROSS
GENRES AND
GEOGRAPHIES
• Entertainment Awards
• Music Awards
• Television Awards
• Talent Hunts
34
BIG ON
EXECUTION
Mass Engagement
Brands repose their trust with
us for executing larger than
life ideas.
The Safety Run was
conceived as an idea for Total
to establish their brand in
India
• The run was held across 21
CITIES SIMULTANEOUSLY
• 35000 PEOPLE participated in
the run
• Organized with over 500
ALLIANCES
35
BIG ON
ACTIVATIONS
Activating Brand Ideas
• We help our client brands
not just to reach their
audiences but also
ENGAGE with them
• With our CREATIVE
SOLUTIONS we create
compelling ideas that
ensure the brands meet
their desired objectives
BIG GARMI KI CHUTTI
WITH WHIRLPOOL
To create buzz for Whirlpool’s new
refrigerator(Neo I chill) and motivate
Trade Dealers, BIG FM Delhi created a
special property called “BIG GARMI KI
CHUTTI” involving extensive on-air and
on-ground elements designed to give
Delhiites a chance to win a Refrigerators
throughout the month and enjoy with
BIG FM RJs at Dealer points .
MICROSOFT
WINDOWS 8 LAUNCH
To meet Mirosoft’s objective of engaging
consumers across multiple platforms
with an aim to showcase the best of
Windows 8- UI, BIG FM created an
extensive 360
degree plan which
included on air and on ground and digital
promotions. It resulted in more than 1.30
L demos over a period of 6 days.
SUMMING UP
• When it comes to radio in India, 92.7 BIG FM is
the Largest FM network and your ideal choice
45 stations reaching over 4.3Cr listeners across 1200+towns
#1 station in Delhi, Bangalore & Kolkata
Widest presence and reach in Hindi Speaking Markets
Offers a powerful combination along with its TV channels
Spark Punjabi & BIG Magic
– Better CPTs ensure great return on marketing investment
–
–
–
–
37
BIG CASE
STUDIES
38
LUX BIG STAR
A First Ever Integration
• This was the first time that
the brand integrated into
FM programming
OBJECTIVE
To bring alive/refresh the LUX
connect of being the BEAUTY
SOAP of the STARS through the
ages
STRATEGY
To engage listeners with the profiles of the
LUX Beauties on BIG STAR a syndicated
show across HSM on 92.7 BIG FM.
EXECUTION
Dedicated 1 hour show alotted only to LUX
across 16 markets
•RJ Anirudh talks about LUX beauty queens
to his female/male fans
•Each day featured 1 LUX BIG star
•4 segments(2min each) in 1 hour
Radio – Promos, RJ mentions,
Contest played with fans
Time checks,weather/Stock
updates played in the form of
shayaris
39
DOMEX
OBJECTIVE
GERMS KA THE END
To establish the relevance of
germs and the diseases they
spread
Enhance the ToM and Salience of
Domex as the solution to put an
end to the menace of these
germs
Bringing the brand
promise ALIVE
• Legendary music
composer Bhappi Lahiri
sang the specially
composed song
MEDIA
VEHICLE USED
Radio – Promos, RJ mentions,
Contest played with fans
Digital- The Domex song
viralled on Social Media
STRATEGY
To bring the germs alive on radio.
Integrate the concept into regular and
make them to cause disruption on the
shows.
Introduce “The End” song and create buzz
EXECUTION
A 2 phased approach was adopted
Phase 1
•Established the Germs as characters
•Make the germs wreak havoc on shows
Phase 2
•Enhanced recall with Pehchaan Kaun contest
•Integration with Aktor calling Aktor
• Teasers for song
•Unleash song in Bhappi Lahiri’s voice at High dB
40
ACTIVE WHEEL
Wheel Muskurahatein
• A 3 month plan that
worked so well that it was
extended by another 3
months!
OBJECTIVE
To establish the brand amongst
young middle class couples by
becoming a part of their daily
lives and engaging with them.
STRATEGY
An AFP “Active Wheel Muskurahatein”
was created .
A 30 min show with a focus on
UP/Jharkhand markets
EXECUTION
The show had 4 segments created to bring alive
core brand attributes with an engagement with
the TG wherein couples come on air and
participate
•The segments:
•Khushi Ki Bahaar,
•Baat Humaari Tumhaari,
•Farmaahish Aap ki,
•Sawaal Jawaab on Wheel
Radio – Promos, RJ mentions,
Contest played with fans
41
CLOSE UP
ANTAKSHARI
• Popular Bhojpuri star
MANOJ TIWARI played
OBJECTIVE
To
strengthen
the
brand
association with it’s long term
property in its focus market.
To engage with the core TG of
the brand i.e. Youth
STRATEGY
Bring alive the traditional game of
Antakshari on radio by riding on the
competitive nature of the game.
Engage users across by getting cities to
compete against each other
host to Antakshari that
pitted participants from 9
CITIES ACROSS UP
MEDIA
VEHICLES USED
Radio – Promos, RJ mentions,
Contest played with fans
TV- Extensively promoted on
BIG MAGIC with a special
finale episode
EXECUTION
The multi-phase activity saw participation
through on-ground activation in malls,
colleges etc.
The selections were held in 9 cities
across UP wherein 20 participants were
selected , with top 2 being selected for
each city
The grand finale with 18 participants was
conducted on Radio over 9 weeks
42
HARPIC
BIG MEMSAAB
STRATEGY
OBJECTIVE
Create awareness and traction
for Harpic-Toilet cleaner in
Central India
MEDIA
VEHICLE USED
Radio: Promos and teaser phase, RJ
Mentions, Ad spots, Entry spots,
Live OB Links
Off-air activation: RWA Activations,
City, Mega & Grand Finales, SMS
Blast, Print Ads, OOH
BIG FM proposed an association with its
Flagship property BIG Memsaab – an
initiative that gives housewives an
opportunity to showcase their hidden
talents – giving Harpic a platform to
directly engage with its consumers – the
women of the household
EXECUTION
The activity was organized in different phases.
The initial phase consisted of on-air
promotion, teasers and calling for entries and
RWA activation followed by city finales and
Mega Finale to get Big Memsaab Bihar, Big
Memsaab Jharkhand & Big Memsaab MP. Two
Big Memsaab got shortlisted from each state
and made their entry to Grand Finale.
PARLE-G
RJ MARATHON
ON
BIG FM
STRATEGY
OBJECTIVE
To promote Parle G for building
Mental Ability and Physical
Stamina.
MEDIA
VEHICLE USED
Radio: Content integration, RJ
hosting show for at least 92.7 hrs
and
promos. On
ground
activation in malls and RWAs. PR
in print, television and social
marketing
BIG FM conceived RJ Marathon to
promote Parle G’s core proposition of
mental ability and physical stamina. Radio’s
potential was maximized with the non-stop
RJing concept as it tested RJs mental and
physical stamia
EXECUTION
RJs targeted at 92.7 hours of non stop
marathon, Chennai’s RJ Dheena who targeted
168 hours (7 days) to break Guinness record
of 138 hours. RJ Marathon was executed onair through brand integration in show
elements, Parle G Olympic Genius Contest,
Parle G Energy Breaks for ad breaks and Parle
G Energy Songs
HORLICKS
MELE KA BIG
STAR
OBJECTIVE
To create a platform for the
Hindi heartland that mixed
entertainment with local flavour
thereby resonated with both
audiences in urban & rural
regions and
in turn exciting
marketers
MEDIA
VEHICLE USED
Promotion through RJ mentions,
spots etc on BIG FM, promos on
BIG
Magic,
On
ground
promotions included branded
zones with special canters,
signages in the mela grounds.
STRATEGY
Creation of Mele Ka BIG Star, a platform
covering the biggest melas of the Hindi
heartland providing a unique opportunity
to regional talent to go beyond the local
mela and showcase their skills which to the
entire country.
EXECUTION
The publicity phase covered more than 200
towns & villages and subsequently the on
ground auditions were conducted at 10 melas
across UP, MP & Bihar and identifying talent
from these places for a reality television series.
Special engagement zones were created in the
Mela grounds with sponsor branding. The TV
series was broadcasted on BIG Magic
#SunoSunao
The
Best of Our Programming
Is
Just a CLICK away!
46

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