Main points of Discussion-

• Study on our competitors & other mediums

• Our Rates

Annexure-

1. Major Available Media in the Market-

2. Ooh & DOOH Media
3. Rates of All media
4. Our Rates & my Views on Rate issue
5. SWOT of Our media
6. Conclusion

1. Major Available Media in the Market-

Broadcast Advtg.-

• Radio National
• TV-Channels- Regional Language
Cable TV

Print media- National

Regional Language

Magazines
OOH & DOOH Media-
Audio at
Bus Stations

Malls &
Restorents
DOOH
(digital)
Railways

Inside Buses

Hoardings
OOH Media
Bus pannels

Taxi-Auto

Railway
stations
Non-Digital
Air-Ports

Bus Shelters
n gantries

Pole-
Kiyosks

Highway
 For this thing I did some research, met & call with a few Agencies & clients in pune.. After
doing this work my observations are following-

Approx. Rates

1. Broadcast media (rates per 10 Sec.)-

Radio-

• Almost all channels - Rs.950-1050 Pune n till 1800 Mumbai

• After negotiation it can go from 400-1300 as per client.

TV-

• National Tv (City-rates) Tax n Premium extra-

Channel - Rates (Rs.)

Times Now- 950/10 Sec.
ZOOM 650/10 Sec.
Bindaas 650/10 Sec.
UTV Movies 700/10 Sec.
Z-Marathi between 350-800
ETV-Marathi Give 3-4 lac/m. FCT u decide
Saam (SAKAL) 1.5-2.5 lac bulk
Mi Marathi N.A.
IBN Lokmat Diss. 40% for Lokmat client
Bulk media buying 2 lac

National Rates-10 Sec.

Star plus Mon-Sun- 5250-22500
Prime Time major shows Mon-Fri-1.12-5.60 Lacs
Day time Sat-Sun- 95000+
Movies Sat-Sun- l.5 to 3.11 n 3.5 up to 6.5 lacs

Star One day time or late night-15-35k

Weekend’s n movie-25-80k
 Star gold early morning 1200-2800
Rest of the day around 28-80k
Star world n Movies Bulk in rate of even 500-7000

Star Vijya Bulk in rate of even 700-8000

INDIA Tv St. 2.5/10 Sec. &Neg. beyond 30k/10

Zee Network Cinema starts from 2 lac

Viacom 18 Colors 2.5 n MTV roadies 1.2 lac

Cable Tv Local-
ICC Network-8-12k Scroll &12-30 TVC
NextGen -8-12k Scroll &12-20TVC
DEN Network- 10k
Mumbai Cable- 15-30k bulk

2.Print media (rates per Sq.Cm.)-

Times 800-1500(Pune) & 3800 (Mumbai)

SAKAL 250-270 bw n 40% extra color

Lokmat 200 bw n 40% extra color

Others-Pudhari,Kesari 170-250

Magazines Any Rate not fixed

3.OOH-
DOOH-(monthly)

• Audio at Bus station(Vritti media) 18-27k st. & 10k per station (negotiable)
• Mall & Rest.(OOH media) N.A.
• Railway (DSN) 1-3 Lacs on all network
Armour Starts from 1lac minimum
• Inside best Bus N.A.
 Non-Digital OOH-(monthly)
• Hoardings- 40-70k in Pune & upto 5lac in Mumbai
• Bus Panels(per Bus) Back side-2-3k, Side wrapping-8k
• Auto-Taxi 700-1500 per Auto
• Railway F.O.B. Pune 1-3 lac
Mumbai 5-11 Lac

Nonlit board- 20-45k

• Air-Port Domestic Dep.-4’*6’= 250000

2”*1.5= 20000
• Bus-shelters Nonlit-15k, backlit-22k
• Gentries 35-45k
• Pole-Kiosks 3.5-5k per kiosks in Pune, 15-18k Mum.
• Highway Uni-poles- 90k per month
Underpass-45”*3” =78k

4. Our Rates & my Views on Rate issue-

• Cutting rates is not a solution-

I think after studding all other’s rates n ours too deduction is not an option.. our
media is a unique media.. And we are representing it in a same manner.. So we
should continue with our rates. Other option could be we can increase our FC T
from 300 to 500 but rate deduction is not good. After 4-5 years we achieved a rate
of 2 lac for Chennai.. if we want to decrease rates then can anyone tell me that
“Do we have any back-up that even slashing rates to 1/3, we can increase client
no. by 4 times fold”..???
• Usually client don’t ask about per Sec. rate- I think not more than %client relate
our media with per 10 Sec. Rates. Even Some clients like this thing that we are
selling it as a bulk selling media..

• Comparing with other media- We cannot directly relate our media with other
media but to make a proper justification of rates we have to know that in our
Rates, how much a client can get other media.
 Ex.- In Pune in 1 lac Rs. Per Month you can get 2 prime location hoardings or
2000 Sec. minimum on Radio. Or a 1/2 page in Pune times or 23 pole kiosks.. So
after knowing this info. We can mold our Rates as well as pitching of the
product. Our media is a mass media with every-hour changing crowd at
stations.

• 5. SWOT of Our Media-

Strength-
• Unique & Different media
• Only Audio-Video media at Railways
• Mass media way of Advertising

Weakness-

• Different client’s perception about media

• Most clients deny or not accept media
Because of no TGA.
• Budget problems
• Cost is high for few clients

Opportunity-
• Continue growth in OOH media segment
• Huge rates n Cost of traditional media

Threat-
• Emerging other OOH mediums in the market. Ex-Base communications
• 25% annual growth in online marketing & advertising
• Increase in maintenance cost.

• 6. Conclusion-

We can prepare 2 different rate-cards Retail & National (corporate) clients.
I suggest rates for Chennai, Bangalore & all other stations should be same
with an increase of daily FCT from 300 Sec. to 500 Sec.