Noida Authority makes sweeping changes in ad rates

Noida Authority has modified the advertising rates while bringing in a certain uniformity in the rates for different advertising formats along with segregating locations into different zones. Earlier, the Authority used to charge different rates for different formats, such as, unipoles, wall wraps and hoardings. Media owners will now be charged a flat rate per sq. ft, depending on the zones segregated as per the location’s importance, to make it viable for those investing in the media. With this move, the Authority expects to double its accruals from ad rates from Rs 12 crore to Rs 24 crore in FY2018-19.

Three zones have been created in which Sectors 18, 38A, Delhi-Noida-Direct (DND) Flyway and Noida expressway fall under category A; sectors 15, 16, 17, 19, 20, 21, 22, 23, 24, 25, 26, 27 and 28 between Delhi border and Master Plan-III Road fall under category B and sectors 39, 40, 41, 45, 49, 50, 51, 52 and 85, between Master Plan-III Road and Greater Noida periphery, fall under category C. “There has been a deep study conducted while making zones on the parameters of their value and demand and charged accordingly so that no party involved should feel demotivated. We are positive that this step will get us good revenue,” said SC Mishra, Senior Project Engineer, Noida Authority.

The authority has finalised charges of Rs 262.36 per sq. ft per month for advertising in areas under category A, Rs 240.49 per sq. ft per month in category B and Rs 218.63 per sq. ft per month in category C, applicable from April 1, 2018. In comparison with previous rates which included Rs 446.02 per sq. ft per month for wall wraps, Rs 216.63 per sq. ft per month for hoardings and Rs 283.3 per sq. ft per month for unipoles, there has been a reasonable decline in the rates.

To earn the target revenues, the Authority is bringing down unauthorised media with the help of legal media owners, their own staff and the public which intimates the authority when any illegal site comes up. “We understand that illegal media is not only harmful for the media owners but also impacts our revenues,” said Mishra.

Though the media owning fraternity wasn’t consulted prior to these decisions, Mishra said that the entire change has been welcomed by the industry. When Media4Growth approached the media owners handling media rights in Noida, there were lot of mixed reactions. “It is a welcome step by the authority that they are charging as per the location and uniform rates for each format,” said Shivam Adlakha, Director, Noida Publicity.