MUMBAI: Following the radio audience measurement (Ram) data, FM radio operators are hiking their advertising rates. After Radio Mirchi, Red FM has decided to up rates by 15-25 per cent with effect from 1 October.

Red FM, which operates in Delhi, Mumbai and Kolkata, had not made any change in its ad rates for the last 16 months.

Says Red FM COO Abraham Thomas, The Ram data has set a benchmark for the broadcasters. We can charge premium from advertisers as the data suggests that we are on the top spot for the last one year. Advertisers also acknowledge the premium value....

For Delhi and Mumbai, Red FM's revised prime time ad rate is Rs 2000 per 10-seconds and Rs 800 for Kolkata.

Recently, Radio Mirchi hiked its ad rates by 15-20 per cent. It charges Rs 1700-1800 per 10-seconds in Delhi and Rs 1200-1300 in Mumbai. With a turnover of Rs 2.25 billion for the fiscal ended 31 March 2008, Radio Mirchi is the highest revenue-earning FM radio broadcaster.

Red FM national sales head B Surendar said, A lot has changed in the markets in the past one year. The erstwhile perception-based market leaders have been toppled over and there is greater accountability with the entry of Ram. Red FM, more than any other station, has been driving this change....