MAM
Fewer ads increase radio listening in the US
MUMBAI: This is a piece of news that should interest American radio stations. 47 per cent of American consumers say that they would listen to a radio station “a lot more” if that station had
noticeably fewer commercial breaks.
44 per cent say that they would listen a lot more if that station had shorter commercial breaks.
These findings are contained in a study of the American consumer’s attitudes toward radio commercials conducted by Arbitron and Edison Media Research. The study also reveals that more than eight in 10 Americans say that listening to commercials is a “fair price to pay” for free radio programming. In addition, a majority of listeners say they “never” tune away from radio
commercials while they are listening to the radio at work (63 per cent) or at home (49 per cent).
Even while listening to the radio in a car, where switching stations is usually easier, only one-third of listeners say they “always” or “usually” change stations during a commercial break. Relatively
few radio listeners say that they typically switch the station immediately upon hearing the beginning of a commercial break.
Arbitron senior VP Marketing Bill Rose says, “The overwhelming majority of radio listeners continue to value the time-honoured trade of free radio programming in return for listening to commercial messages. This study reveals that consumers are beginning to notice stations with few spot breaks.”
23 per cent of the respondents were aware of radio stations that played noticeably fewer commercial breaks than they used to and noticeably shorter commercial breaks than those stations used to (23 per cent). While 34 per cent of radio listeners think radio has more commercials than one year ago, that number is down from 41 per cent in a similar study conducted by Arbitron and Edison in 1999.
Fewer listeners today say that they are spending less time with radio because of an increase in commercials. Overall, only 12 per cent indicate they are listening less to radio today due to a perceived increase in the number of commercials. This compares to 19 per cent in 1999.
According to the study, younger listeners (ages 12-24) are bothered more by the quantity of commercials as opposed to how “annoying” they perceive those commercials to be by a 58 to 33 percent margin. People age 25-54 also are more bothered by the quantity (53 per cent) than the quality of commercials (37 per cent). Older listeners (age 55 and older) are slightly more bothered by annoying commercials (44 to 35 per cent) than they are by the number of commercials.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
