MUMBAI:Buoyed by the recent RAM (radio audience measurement) figures in its favour, Reliance ADAG`s Big FM has increased its ad rates in six major cities.

Sliced in three different time bands, the ad rates have been raised in Delhi, Mumbai, Kolkata, Bangalore, Chennai and Hyderabad.

Big FM vice president sales and head of North operations Praveen Malhotra says, "When we entered the FM market a year ago, our ad rates were low. Now that the ratings are out and we know where we stand, we are hiking the ad rates." Despite Big FM not enjoying the top position, it has decided to make the highest increase in ad rates in Delhi. In the morning band from 7 to 11 am, ad rates are up by 38 per cent.The mid morning band (11 am to 1 pm) has got a hike of 57 per cent while it is 33 per cent in the afternoon band (1 to 5 pm) and late evening band 9 pm to 2 am.

Malhotra justifies the hike in ad rates. "We are fairly priced radio stations and have one of the most cost-effective ad rates in the industry."

In Mumbai, the morning band has increased 27 per cent. While the mid- morning band is up by 46 per cent, the afternoon and late evening band has seen a 26 per cent rise.

Malhotra says that even though percentile rates in Delhi are greater than Mumbai, it is Mumbai which is still the costliest radio station for ads.

In Bangalore where Big FM holds firm in the top position, the ad rate has gone up by 38 per cent for the morning band. It is 48 per cent and 27 per cent in the mid-morning and the afternoon and late evening band respectively.

The station earns major ad revenue from brands like Airtel, Hyundai, Pepsi, Coca-Cola, Unilever, Lic, Dabur, Jeevan Bima and Dish TV among others.

Malhotra says 60- 65 per cent ad revenue comes from the national brands in the metros and tier 1 cities while the rest is contributed by local retailers. In small towns local brands contribute 60-65 per cent while national brands contribute the rest.