• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
Wednesday, February 8, 2023
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Exclusive

Hyper-Local Connect, High Reach and Mass appeal makes Radio the trusted Medium during Elections

by Neethu Mohan
May 12, 2021
in Exclusive, Featured
Reading Time: 3 mins read
A A
Hyper-Local Connect, High Reach and Mass appeal makes Radio the trusted Medium during Elections
Share Share ShareShare

West Bengal assembly elections witnessed a fierce battle between the political parties. Mamata Banerjee led Trinamool Congress to attain one of the most significant political victories against the Bharatiya Janata Party. The election period witnessed a surge in political ads, with all the political parties resorting to different platforms and strategies for their election campaigns

The West Bengal elections brought some relief to the radio industry as the medium witnessed a 3 per cent increase in ad insertions in 2021, as compared to 2016, according to the TAM AdEx- a division of TAM Media report.

As per the report, Radio emerged as the most preferred medium with 72% of the ad insertion share during the 2021 West Bengal assembly election, followed by TV and print with 27% and 1% shares, respectively. TV and print reported 60% and 47% drop in ad insertions, while radio saw an increase in ad insertions.

The industry experts believe that multiple factors have led to increased ad insertions share- radio’s personalised and localised approach, the mass appeal it garners, and high reach of the medium.

“One of the key factors is that radio boasts a high reach, and the communication message transmitted through radio is well received by the citizens. Undoubtedly, radio as a standalone medium has a higher impact due to its local connect that touches people’s hearts and influences their decision-making behaviour”, said Ashit Kukian, CEO, Radio City. 

Kukian further added, “Research plays a very important role here, as all marketers, even political parties, would be conducting various research studies, based on which they are investing a high percentage in radio. All in all, radio’s local and strong reach and ability to influence people are key factors contributing to growth in ad insertions on the radio.”

Adding to Kukian’s statement, Rahul Namjoshi, COO, MY FM, said, ”Radio is a powerful brand-building medium. The reason for such investments in radio by political parties is because the extent of customisation in terms of content and ad-space that is possible here is pretty much unquestionable vis-à-vis other traditional media. This is the same trend that was witnessed in other state and national elections in the recent past. The ROI is undisputed.”

According to B Surendar, COO & Director, Red FM network Radio is a natural fit and deserves to be an integral part of media plans for election campaigns.

“With its mass local and regional reach, earthy appeal, high credibility and flexibility to customise ad creatives according to the geographical region or timing of the campaign, Radio has proven itself over the years as a powerful and cost-effective medium for this purpose. So , it is not at all surprising that the share of Radio, both in terms of ad volumes and spends, went up sharply across states, particularly in the recent high stake elections in West Bengal,” he added.

In non-metros, Radio offers a wide range of content in local dialects, observes Namjoshi

“Language plays an important role in any political campaign. In India, where there is a huge literacy barrier, even when it comes to the local language, an audio message which is understandable and relatable creates the right impact as compared to a visual or a print message. Moreover, political parties can easily address multiple issues in a single campaign using radio, thus increasing the ROI,” he added.

According to Nandan Srinath, Executive Vice President, Entertainment Network India Ltd. (holding company of Radio Mirchi), Radio getting a lion share of political advertisements is not surprising.

“Radio is a very powerful medium. The pandemic period has witnessed a significant growth in Radio usage and time spent. During the lockdown period in 2020, Radio consumption was 131 million person-hours daily.  So, Radio getting a lion share of political advertisements is not a surprise. It has been a powerful medium during the assembly elections in other states as well. It provides better reach among the people with a more effective price. Elections being audio specific, Radio as a medium encapsulates the messages of politicians on 30-40 seconds ads,” he added.

Trinamool Congress (TMC) topped radio advertisements as the political party accounted for 54% of the total ad insertions on the radio. Trinamool Congress was the top advertiser in the 2016 assembly elections on radio medium.

Tags: Ashit Kukian Radio CityB. SurendarNandan SrinathRahul Namjoshi My FMTrinamool CongressWest Bengal Assembly Elections

Related Posts

Quint Digital announces acquisition of 100% stake in Quintillion Media and 47.92% stake in Spunklane Media
Featured

Quint Digital Media records Rs 18.47 cr revenue for Q3 FY23

February 7, 2023
Meta Partners with MeitY for G20 Stay Safe Online Campaign
Featured

Meta Partners with MeitY for G20 Stay Safe Online Campaign

February 7, 2023

LATEST NEWS

Meta Partners with MeitY for G20 Stay Safe Online Campaign

Meta Partners with MeitY for G20 Stay Safe Online Campaign

February 7, 2023
Aditya Birla Health Insurance Promotes Healthy Lifestyle by Rewarding Customers

Aditya Birla Health Insurance Promotes Healthy Lifestyle by Rewarding Customers

February 7, 2023

MARKET ANALYSIS

Ad volumes soar by 29pc on TV GEC genre in 2022 over 2018: TAM Report
Featured

Digital ad spend in India to surpass TV in 2023: Report

by Editorial
February 2, 2023
0

According to Dentsu's India Digital Report 2023, the Indian advertising industry is expected to grow at a rate of 15.07% and...

MOVERS & SHAKERS

CoinDCX appoints Ex-Flipkart executive Sridhar Govardhan as CISO
Featured

CoinDCX appoints Ex-Flipkart executive Sridhar Govardhan as CISO

by Editorial
February 7, 2023
0

Crypto firm CoinDCX has appointed Sridhar Govardhan as the Chief Information Security Officer to further strengthen its cyber security capabilities....

CarDekho’s Amit Jain joins KlugKlug as Mentor and Advisor

CarDekho’s Amit Jain joins KlugKlug as Mentor and Advisor

February 7, 2023

MARKETING

MyTeam11 onboards Shikhar Dhawan as brand ambassador
Featured

MyTeam11 onboards Shikhar Dhawan as brand ambassador

by Editorial
February 7, 2023
0

MyTeam11, an Indian fantasy sports app, has appointed Indian cricketer Shikhar Dhawan as their new brand ambassador. With the cricketer...

Subscribe to Newsletters

ADVERTISING

Promodome Communications bags advertising mandate for Elecrama 2023
Advertising

Promodome Communications bags advertising mandate for Elecrama 2023

by Editorial
February 7, 2023
0

Promodome Communications, a 360-degree full-service advertising agency has bagged the advertising mandate of Elecrama 2023 . ELECRAMA is the stand-alone...

Admatazz bags social media creative mandate for m.Stock

Admatazz bags social media creative mandate for m.Stock

February 7, 2023
22feet Tribal Worldwide bags digital AOR mandate of Flipkart

22feet Tribal Worldwide bags digital AOR mandate of Flipkart

February 7, 2023

PRINT

Hindu Tamil Thisai hosts mentoring program 'Padipom Uyarvom' for class 10th students
Print

Hindu Tamil Thisai hosts mentoring program ‘Padipom Uyarvom’ for class 10th students

by Editorial
February 3, 2023
0

Hindu Tamil Thisai, in partnership with Aditya Birla Group's Ultratech Cement Company and Sivasankar Trust, organized a mentoring program 'Padipom...

THG wins 4 awards at WAN-IFRA South Asian Digital Media Awards 2022

THG wins 4 awards at WAN-IFRA South Asian Digital Media Awards 2022

February 2, 2023
Forbes India unveils winners of 30 Under 30 2023

Forbes India unveils winners of 30 Under 30 2023

January 31, 2023

MY COLUMN

Salaam Malayalam
Featured

24 frames of Gender Emancipation: Anup Chandrasekharan

by Editorial
January 31, 2023
0

The effervescence of feminine quotient in films was little too high in the 80’s and then by itself deteriorated and...

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through

Medianews4u.com © 2019 - 2022 All rights reserved.