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
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
