Krutoy Media initiates cooperation with Media Plus within Total Radio project

Media holding Krutoy Media (Love Radio, Radio Dacha, Taxi FM) has initiated cooperation with Media Plus within the framework of Total Radio Service in January 2013. In Moscow the sale house now has access to the advertising resources of three radio stations – Love Radio, Radio Dacha, Taxi FM – within the Total Radio project. The advertising resources outside the capital are represented by two radio stations (Love Radio, Radio Dacha) in ten cities (Saint-Petersburg, Voronezh, Ekaterinburg, Perm, Khabarovsk, Kaliningrad, Samara, Novosibirsk, Cheliabinsk, Vladivostok).

Krutoy Media will continue selling local and regional advertising on its radio stations by themselves. In 2013 the sale of advertising time on the holding's radio stations will, just like before, be conducted exclusively by their own sales department.

The partnership with Media Plus is intended to expand the sales of the holding, which would be beneficial for all the parties involved, and especially for those buying advertising time. Krutoy Media plans to increase their income in the fields of retail, insurance and bank services.

To date the weekly reach of radio audience within the Total Radio service constitutes 7.6 mln people in Moscow. After Krutoy Media radio stations have joined the project, the companies advertising within Total Radio will receive the weekly reach of 8.1 mln in Moscow, as increased from 73% to 79%. Once two stations of Krutoy Media holding join the project, the weekly reach will grow from 43.1 to 45.1 mln radio listeners. After the increase in the number of partners the cost of one thousand contracts (CPT) will drop by 10%. With the reach that huge, the CPT cost in Moscow will constitute 574 rubles as opposed to the former 629 rubles.

Brief Reference
Krutoy Media holding is one of the TOP 5 commercial Moscow radio holdings. According to TNS Russia (August-October 2012) the market share of Krutoy Media holding reaches 7%.

Love Radio has been acting in the market for 12 years. It is pursuing active development of its regional broadcasting network, which currently includes 121 cities in Russia and other CIS states. Love Radio manages to successfully retain its high positions in the national radio market and is one of the top leading music radio stations in the country. According to TNS Russia, the daily audience of LOVE RADIO in April-September 2012 constituted 3 mln 480 ths Russians, while its weekly reach amounted to 9 mln 359 ths Russians in the same period. Love Radio comes in fifth in terms of the target audience (female listeners aged 12-34).

3 mln 671 ths Russians listen to Radio Dacha daily (in 93 cities). This represents the 9th place in the rating of Russian music radio stations. According to TNS Russia the radio station has improved its rating by 23% in just one year. In terms of the audience share Radio Dacha holds the 7th place (4%). It supersedes its competitors in terms of the listening duration (116 min per day).

Taxi FM radio station has been broadcasting in Moscow since 2011. The daily reach constitutes 230 ths listeners (2.2%).