BFM: The Business Radio Station

• Advertising Opportunities
• Sponsorship Opportunities

High value listeners

BFM targets business executives, finance professionals, the investing public and those who wish to actively manage their finances. The demographics of these segments span all adult age groups as it is their interest in business and personal finance that defines their segmentation, not their age.

These segments are very high value – they have the purchasing power to make a purchase decision on behalf of themselves, their families and their organizations. The fact that they choose to listen to BFM indicates their predisposition towards making near-term decisions on their personal finances e.g. buying shares, buying property, refinancing their mortgages, buying mutual funds. Listeners will also encompass people who will make purchase and investment decisions on behalf of their companies e.g. for IT products and telecom services

Undivided attention of target segments

No other media has the potential to capture the exclusive attention of the business executives, investing public and personal finance consumers for 1.5 to 2 hours per day. Most executives use their cars to commute to and from work during rush-hour, and many continue to travel by car to attend meetings during the course of the working day. And radio is almost the exclusive medium that car commuters engage with.

Call to action

The immediacy and pervasiveness of radio lends itself well to advertising campaigns that have call-to-action messages that illicit fairly immediate responses from listeners. In this aspect, the immediacy of radio will be a key addition to the potential advertising permutations for an advertiser targeting business executives, the investing public and personal finance consumers. Combine the impulsiveness of radio with other business media to get the right balance of branding, awareness and action.

Beyond Advertising : Branding

Being a talk-based radio, BFM offers substantial opportunities to raise the value of your brand beyond simply advertising. There are plenty of opportunities to create brand associations with our programmes through sponsorships. For example, if you are an asset management company, you might like to consider sponsoring our wealth building series. Or if you are a technology services company, you might consider sponsorship opportunities with our tech talk programme series, which focuses on latest technology and services that impact our lives.

Advertising Opportunities

Standard advertising packages (30 second airtime blocs) are available at all broadcasting times. Generally, BFM will not exceed more than 12 minutes of advertising in every hour of programming, hence 24 slots of advertising are available every hour on BFM.

Advertisers can choose either specific timeslots or on a run-of-spots basis (upfront agreement on  number of advertising spots and general airtime period but BFM’s has discretion to determine precise timing). Specific timeslots usually incur a loading premium. For more information on advertising packages and rates, please contact sales@bfm.my

Suitable Advertiser Categories

BFM’s unique, distinctive positioning in terms of content (business, personal finance) and audience (business executives, investing public, personal finance consumers) would fit the following advertiser categories:

Sponsorship Opportunities

Sponsorship enables the sponsor to create a brand association with the programme that is being sponsored. The impact of sponsorship can be even more impactful than pure airtime advertising, especially if the association between the sponsor’s brand and the programme is very strong.

If you have any suggestions on other programme topics that you might like to sponsor, please let us know.

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