MAM
Car owners in Delhi, Kolkata listening to more radio: IMRB survey
NEW DELHI: It is less than a month since several FM radio channels launched in the capital city but some of them have staked their claims to ruling the airwaves.
The Times of India group’s Entertainment Network (India) Limited’s Radio Mirchi 98.3 FM, which was launched in New Delhi on 28 April, claims radio seems to have caught the fancy of Dilliwallahs – according to a recent research conducted by IMRB. The IMRB Car Track survey shows that almost 70 per cent of the cars had their radio sets switched on. Surprisingly, the same results (70 per cent) hold good even for the city of Kolkata, where Radio Mirchi 98.3 FM launched two weeks ago.
According to the survey conducted earlier this week, Radio Mirchi commands a share of 43 per cent of in-car listenership in Delhi – one and a half times that of the nearest competitor – and 52 per cent in Kolkata – more than all the radio stations put together, says a medianet release.
The medianet release claims that field personnel from IMRB stationed themselves at 10 of Delhi (like Panchsheel Club and Bhogal) and Kolkata’s (like Gariahat and Park Street) busiest traffic junctions, during morning and evening rush hours, and randomly chose private cars. The team selected a car; and checked the radio dial to determine the radio station tuned to.
Reacting to the survey findings, Radio Mirchi sources said that it was encouraging to see that almost 70 per cent of the in-car population was tuning in after only three weeks of launch of the private FM radio channels in the cities.
IMRB International country manager Hemant Mehta was quoted as saying: “The car track survey is a fairly accurate indicator of radio listenership. We have done this survey for over one year in Mumbai. The important feature of the methodology is that the findings are based on actually verifying the ‘dial’in the car, rather than what is claimed by the car ‘occupant’.”
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Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
