MUMBAI: With the younger generation gearing up for Valentine day, the medium targeting the youth- â€?Radio’ has been flooded with local retailers investing in the medium.
Valentine week 2010 has been received by the radio fraternity in a mixed way. On the one hand, when broadcasters perceive it as a revenue garner, it has not created an impact on their inventory.
Fever FM national marketing head Neeraj Chaturvedi opines, We have experienced a spike of five per cent over last year in Valentine’s Day related advertising. Occasions like Valentine’s Day see a 10 – 20 per cent increase in the inventory- these are usually lifestyle brands, local retailers and gift franchisees. We have brands like Titan, Tanishq, Dhanalaxmi Bank, Croma, local retailers like Kazo, Mandre Lounge bar investing in our station….
Although radio stations in the metros are gaining mileage from the Valentine week advertising, it hasn’t helped the smaller towns, as expected. Radio Misty chief executive officer Nishant Mittal states, Valentine’s Day contributes to only six to seven per cent of our inventory, but helps in connecting better with youth. We have been celebrating Valentine week and are giving away 70 gifts each day sponsored by around eight local lifestyle brands….
Radio Misty has exclusively roped in telecom brand Aircel in the region and has been conducting on ground activations around it
Radio Mirchi national sales head Sameer Sainani believes that for bigger players with a full inventory, Valentine’s Day doesn’t form a key advertising generator. Advertisers coming on board during Valentine’s Day form less than five per cent of our inventory. These advertisers come on board radio for short quick burns and do not sustain beyond a fortnight….
Listing the profile of advertisers coming on board, Sainani says, Wellness clinics, retail clients, online portals, jewellery, lifestyle form a major part of the Valentine offers. The FMCG sector doesn’t run tactical campaigns but this year we had clients like Dove investing during the love week. This might be the start of an interesting trend on radio for FMCG sector….
Radio stations insist that the apparel segment has been hosting end of season sale advertisements on radio prior to Valentine’s Day and have integrated their spots accordingly, to give it an ‘occasion’ flavour
Most of the advertisers come on board for a week or two ending on Valentine’s Day The highest advertising spikes in the year remain the festive season of Dussehra – Diwali, followed by and Christmas and the New Year.