Indian Listenership Track 2006: Delhi & NCR on a high note
The Indian Listenership Track (ILT) 2006 is the first syndicated radio study of its kind, carried out by MRUC and its partner agency, ACNielsen ORG-MARG. The research is based on Yesterday Listenership (YDL) data in Mumbai and Delhi. The first Wave of data, based on ten weeks, has been released for 2006. This has been compared to the average of the last four Waves in 2005.
Previous day’s listenership
Mumbai |
| |
2005 |
2006 |
Per cent change |
| Universe |
Per cent |
Per cent |
1.9 |
| Yesterday |
33.0 |
33.6 |
3.8 |
| In last 3 days |
6.5 |
7.0 |
9.2 |
| In last 7 days |
3.6 |
5.5 |
56.7 |
| 1-2 weeks ago |
4.4 |
4.1 |
-5.8 |
| 2-4 weeks ago |
2.0 |
1.6 |
-19.2 |
| More than 1 month ago |
50.5 |
48.2 |
-2.7 |
The growth in radio listenership as defined by ‘Yesterday’ listeners has only increased by about 2 per cent in Mumbai. However, there has been a significant increase of about 57 per cent of listeners who had tuned in during ‘the last 7 days.’
Delhi & NCR |
| |
2005 |
2006 |
Per cent change |
| Universe |
Per cent |
Per cent |
5.9 |
| Yesterday |
38.5 |
39.8 |
9.3 |
| In last 3 days |
9.6 |
7.6 |
-15.4 |
| In last 7 days |
7.4 |
6.5 |
-7.6 |
| 1-2 weeks ago |
7.9 |
7.1 |
-5.3 |
| 2-4 weeks ago |
4.8 |
4.2 |
-8.3 |
| More than 1 month ago |
31.8 |
34.9 |
-16.2 |
In Delhi & NCR, there has been a growth of 9 per cent in ‘Yesterday’ listeners. The number of listeners added in the region is 5.1 lakh. However, there is a decline in the listenership in the other categories.
Regular vs. Casual listenership
| Net Listeners |
Growth (per cent) |
| |
YDL |
Last 7 days |
| Mumbai |
3.8 |
10.2 |
| Delhi & NCR |
9.3 |
4.8 |
While ‘Yesterday’ listenership in Mumbai has grown by almost 4 per cent, the one week listenership has grown at a higher pace of 10 per cent. In Delhi & NCR, the growth in ‘Yesterday’ listenership is 9 per cent, while the growth in one week listenership is almost half that of Mumbai.
Weekday vs. Weekend listening
| |
Mumbai |
| YDL |
2005 |
2006 |
Per cent change |
| UNIVERSE |
Per cent |
Per cent |
1.9 |
| Any Day |
33.0 |
33.6 |
3.8 |
| Weekday |
32.9 |
32.6 |
1.0 |
|
Weekend |
33.3 |
36.2 |
10.9 |
| |
Delhi & NCR |
| YDL |
2005 |
2006 |
Per cent change |
| UNIVERSE |
Per cent |
Per cent |
5.9 |
| Any Day |
38.5 |
39.8 |
9.3 |
| Weekday |
38.2 |
39.2 |
8.7 |
| Weekend |
39.3 |
41.1 |
10.8 |
While Mumbai’s listenership grows three times over the weekend than on weekdays, Delhi maintains a consistent listenership on all days. Overall, listeners in Delhi are five times than those in Mumbai, going by ‘Yesterday’ listenership. However, the growth in Mumbai at 18 lakh is much higher than the 5 lakh listeners in Delhi.
Listeners listening to radio in Mumbai on all the days of the week has gone up from 22 per cent to 25 per cent, an 18 per cent growth, adding 5.75 lakh listeners. In Delhi & NCR, the listenership is consistent on all days, though it performs better on a six-day week with a growth of 24 per cent.
Number of Stations listened to
| Net Listeners Base: YDL |
Av no. of Stations |
| |
2005 |
2006 |
| Mumbai |
1.3 |
1.6 |
| Delhi & NCR |
1.4 |
1.7 |
With the increase in number of radio stations, the number of stations listened to has gone up, especially in Delhi & NCR.
Listenership by Radio Stations
| |
Mumbai |
| |
2005 |
2006 |
Per cent change |
| YDL |
Per cent |
Per cent |
3.8 |
| AIR FM1 107.1 |
4.2 |
7.6 |
87.7 |
| AIR FM2 100.7 |
5.3 |
11.4 |
123.8 |
| AIR Primary |
3.7 |
3.1 |
-11.9 |
| Radio City 91 |
38.9 |
34.7 |
-7.4 |
| Radio One 92.5 |
5.5 |
18.8 |
259.0 |
| Radio Mirchi 98.3 |
42.8 |
44.4 |
7.7 |
| RED FM 93.5 |
20.0 |
31.7 |
64.0 |
| Vividh Bharati |
7.3 |
5.4 |
-23.1 |
With the change in programming, the reach of Radio One in Mumbai has gone up from 6 per cent last year to 19 per cent. AIR FM has doubled its reach, growing by 124 per cent over last year. Red FM also witnessed an impressive growth of 64 per cent, with a listenership of 15.8 lakh. In terms of percentage share, Radio Mirchi continues to lead, with 44 per cent.
| |
Delhi & NCR |
| |
2005 |
2006 |
Per cent change |
| YDL |
Per cent |
Per cent |
3.8 |
| AIR FM1 107.1 |
3.3 |
6.8 |
124.2 |
| AIR FM2 100.7 |
11.5 |
20.2 |
92.5 |
| AIR Primary |
0.4 |
0.4 |
7.2 |
| Radio City 91 |
35.7 |
37.2 |
14.1 |
| Radio Mirchi 98.3 |
70.4 |
74.1 |
15.2 |
| RED FM 93.5 |
20.0 |
33.7 |
84.4 |
| Vividh Bharati |
1.7 |
2.3 |
49.0 |
In Delhi, Red FM grew by 84 per cent and increased its reach from 20 per cent to 34 per cent in Delhi & NCR. AIR FM 100.7 also grew impressively by 92.5 per cent, taking its reach in the region to 20 per cent. Radio Mirchi again retained its position with a 74 per cent reach amongst Yesterday listeners.
Source: MRUC, ACNielsen ORG-MARG
