MY FM, the DB Corp’s FM radio brand, will charge 20 per cent more for ads from April 1. According to MY FM business head Rahul Namjoshi, “The decision to hike rates is taken to maintain the listening experience, inventory levels are peaking across all radio channels.”
He added: “The inventory crunch comes as a reflection of changing market dynamics, with advertisers, both retail and national, realizing the effectiveness and efficiency of the medium.”
In Q3, DB Corp’s EBITDA from the radio business was down 34.3% to Rs 9.7 crore as against Rs 14.8 crore. Radio ad revenue declined 7.6% to Rs 33.6 crore from Rs 36.3 crore.
Namjoshi further explained that radio is the only medium where ad avoidance is minimum in comparison to other media. It is not just a frequency medium but also helps in brand building.
In Q3, DB Corp’s EBITDA from the radio business was down 34.3% to Rs 9.7 crore as against Rs 14.8 crore. Radio ad revenue declined 7.6% to Rs 33.6 crore from Rs 36.3 crore.
Namjoshi further explained that radio is the only medium where ad avoidance is minimum in comparison to other media. It is not just a frequency medium but also helps in brand building.
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