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Was the RAM (Radio Audience Measurement) instrumental in getting unconventional advertisers on board?

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Was the RAM (Radio Audience Measurement) instrumental in getting unconventional advertisers on board?

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It wasn’t RAM data which got unconventional advertisers, as it is restricted to four metros and these are advertisers looking for deep down reach in the interiors. These advertisers came into play essentially as we delivered 360 degree solutions like rural activations, customer contact, interactivity, customized solutions etc. Eventually, if advertisers don’t achieve value for money they won’t invest in your station and listenership becomes irrelevant. This value service proposition that we built for our customers is far bigger than consolidated data. It isn’t about rates, ratings, it’s about value proposition. Is RAM perceived as a standard tool for gauging listenership for the radio industry? There have been some concerns within the radio industry regarding RAM statistics. In the last few months, RAM data has been very inconsistent and the radio industry, across the board, isn’t very happy about the way the data is being measured. We are seeing sudden movements of lakhs of listeners

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*Sadly, we had to bring back ads too. Hopefully more targeted.