As the media planners continue to find the best permutation and combination for their brands, Pitch Media BrandOmeter has become an awaited media planning tool in the country. The unique media planning tool created in collaboration with Hansa Research.
Pitch Media BrandOmeter brings out the most qualitative analysis of media brands across the country. The research assesses media brands on six parameters including Professionalism, Media Delivery, Relationships, Innovation, Servicing Ability and Sales Team Knowledge. The methodology adopted for Pitch Media BrandOmeter is divided into three stages:Qualitative:Several in depth interviews are conducted to understand the parameters considered while selecting media for their plan.Quantitative:A survey is conducted among an audience comprising of experienced media planners, buyers and advertisers. Besides this, the study is also backed by views of the leading media planners and marketers in the country, (all of which is published in the July issue of ‘Pitch’ magazine).Scale used for measuring expectations: The media decision makers are asked to rate the six parameters as Critical, important, not so important and irrelevant.
Sony has been leading its category with 827 points. Speaking on the performance of Sony, Gaurav Seth, Senior Vice President, Head-Marketing Sony said, “GECs continue to remain planners’ favorite not because of any other reason but due to the audience they cater to. GECs have an appeal across India which makes their presence mandatory in any media plan. We offer cost effective and innovative media deliverables and all through the year Sony offers a lot of events, shows and series, the variety of content being the key to sustain audience and target groups of our clients.” Radio Mirchi has stood out as an undisputed leader in radio with a score of 710. The scores suggest that Mirchi is one of the most favoured brands amongst media planners. “At its core, Mirchi is a sunshine brand. It's captured in "Mirchi Sunnewale Always Khush". In a world full of stress, Mirchi is that pep-up pill which gets you going. Mirchi is not an activist brand. It doesn't attack. It's a brand that unites people. It doesn’t seek sensationalism. It is not dark. If you listen to Mirchi, you will definitely come out feeling more confident about life, and sure about the future. At the product level, our promise was defined right when we started our journey 12 years back. At that time, we said "Once you've consumed Mirchi, everything else feels bland". That product promise continues till date,” said Prashant Panday, CEO, Radio Mirchi. Below are the top five winners in different categories:
| Radio | |
| Rank 1 | Radio Mirchi |
| Rank 2 | Radio City |
| Rank 3 | Red FM |
| Rank 4 | Big FM |
| Rank 5 | Fever FM |
| English Newspapers | |
| Rank 1 | The Times of India |
| Rank 2 | Hindu |
| Rank 3 | Hindustan Times |
| Rank 4 | DNA |
| Hindi Newspapers | |
| Rank 1 | Hindustan |
| Rank 2 | Navabharat Times |
| Rank 3 | Dainik Jagran |
| Rank 4 | Dainik Bhaskar |
| Rank 5 | Amar Ujala |
| Regional Newspaperss | |
| Rank 1 | Ananda Bazaar Patrika |
| Rank 2 | Malyalaya Manorama |
| Rank 3 | Matrubhumi |
| Rank 4 | Bartaman |
| Rank 5 | Lokmat |
| General Entertainment Channels | |
| Rank 1 | Sony |
| Rank 2 | Star Plus |
| Rank 3 | Zee TV |
| Rank 4 | Colors |
| Rank 5 | Sab TV |
| News Channels | |
| Rank 1 | Aaj Tak |
| Rank 2 | NDTV 24 x7 |
| Rank 3 | BBC News |
| Rank 4 | CNN-IBN |
| Rank 5 | Times Now |
| Movie Channels | |
| Rank 1 | Star Movies |
| Rank 2 | HBO |
| Rank 3 | Star Gold |
| Rank 4 | Set Max |
| Rank 5 | Zee Cinema |
| Sports Channels | |
| Rank 1 | ESPN |
| Rank 2 | Star Sports |
| Rank 3 | Start Cricket |
| Rank 4 | Ten Sports |
| Rank 5 | Neo Sports |
| Children Channels | |
| Rank 1 | Discovery |
| Rank 2 | Cartoon network |
| Rank 3 | POGO |
| Rank 4 | National geographic |
| Rank 5 | Hungama |
The complete results of BrandOmeter study will be available in the upcoming issue of Pitch magazine.
Source: Exchange4media.com
