Regional variations in FM Radio advertising rates: acomparative Analysis Of FM Rainbow and FM Gold

Abstract

This paper investigates the operational reach and pricing strategies of All India Radio’s (AIR) FM Rainbow and FM Gold channels across various Indian locations, with a focus on understanding how time bands impact listener engagement and program scheduling. The study analyzes the cost structures for radio spots and sponsorship opportunities, revealing regional variations in advertising rates and their implications for advertisers. Utilizing advertising rate data from AIR published in 2017, the paper provides a detailed examination of rate structures, maintaining consistency and accuracy in comparative analysis. By evaluating the effectiveness of these broadcasting networks in addressing the needs of diverse urban audiences, the study aims to offer insights for optimizing advertisement placements within the Indian radio market. This research underscores the importance of strategic advertising planning based on time slots and regional differences to enhance engagement and maximize return on investment.