Indian Listenership Track 2006 (Wave 2): Mumbai strikes back
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, with Kolkata being reported for the first time in Wave 2 (16th Sept - 25th Nov, 2006).
'Yesterday' listenership
|
Mumbai |
Diff |
| |
Wave 1 (2006) |
Wave 2 (2006) |
Percent change |
| Universe |
Per cent |
Per cent |
|
| Yesterday |
33.6 |
35.9 |
2.3 |
| In last 3 days |
7.0 |
4.6 |
-2.3 |
| In last 7 days |
5.5 |
5.2 |
-0.3 |
| 1-2 weeks ago |
4.1 |
4.0 |
-0.1 |
| 2-4 weeks ago |
1.6 |
1.2 |
-0.4 |
| More than 1 month ago |
48.2 |
49.0 |
0.8 |
Radio listenership (as determined by Yesterday Listeners) has gone up in Mumbai by adding 3.5 lakh listeners. Also, there is a transformation from casual listeners to regular listeners as seen in last 3 days and a week ago.
|
Delhi & NCR |
Diff |
| |
Wave 1 |
Wave 2 |
Percent change |
| Universe |
Per cent |
Per cent |
|
| Yesterday |
39.8 |
40.2 |
0.4 |
| In last 3 days |
7.6 |
6.5 |
-1.1 |
| In last 7 days |
6.5 |
6.0 |
-0.4 |
| 1-2 weeks ago |
7.1 |
6.6 |
-0.5 |
| 2-4 weeks ago |
4.2 |
5.2 |
1.0 |
| More than 1 month ago |
34.9 |
35.5 |
0.6 |
Delhi, as compared to Mumbai, has registered a marginal growth of 65,000 listeners.
Kolkata |
| |
Wave 2 |
| Universe |
Percent |
| Yesterday |
33.8 |
| In last 3 days |
18.5 |
| In last 7 days |
12.3 |
| 1-2 weeks ago |
10.1 |
| 2-4 weeks ago |
5.8 |
| More than 1 month ago |
19.6 |
One-third of the total listeners in Kolkata are regular listeners with 64 per cent 'last 1 week' listeners.
Regular vs. Casual listenership(YDL)
| Net Listeners |
Growth (%) |
| |
YDL |
Last 1 week |
| Mumbai |
6.9 |
-0.7 |
| Delhi & NCR |
1.1 |
-2.1 |
While Yesterday Listenership in Mumbai has grown by 6.9 per cent; one week Listenership has seen a drop of 0.7 per cent.
On the other hand Delhi's YDL has grown at a lower pace (1.1 per cent) as compared to Mumbai (6.9 per cent).
Weekday vs. Weekend listening
| |
Mumbai |
| YDL |
Wave 1 |
Wave 2 |
Percent change |
| UNIVERSE |
Per cent |
Per cent |
|
| Any Day |
33.6 |
35.9 |
2.3 |
| Weekday |
32.6 |
35.6 |
3.0 |
|
Weekend |
36.2 |
36.8 |
0.6 |
Audiences seem to be giving a better ear to listening over the weekday than on a weekend. The growth in weekday audience is four times the growth in weekend audience.
| |
Delhi & NCR |
| YDL |
Wave 1 |
Wave 2 |
Percent change |
| UNIVERSE |
Per cent |
Per cent |
|
| Any Day |
39.8 |
40.2 |
0.4 |
| Weekday |
39.2 |
40.9 |
1.7 |
| Weekend |
41.1 |
38.4 |
-2.7 |
In Delhi & NCR, radio has a better listenership over the Weekday as compared to Weekend listenership.
Number of Stations listened to
| Net Listeners Base: YDL |
Avg no. of Stations |
| |
Wave 1 |
Wave 2 |
| Mumbai |
1.6 |
1.7 |
| Delhi & NCR |
1.7 |
1.9 |
The number of stations listened to has gone up in both Mumbai and Delhi. Delhi continues to be ahead of Mumbai in this respect.
Listenership by Radio Stations
| |
Mumbai |
| |
Wave 1 |
Wave 2 |
Percent change |
| YDL |
Per cent |
Per cent |
6.9 |
| AIR FM1 107.1 |
7.6 |
7.6 |
6.3 |
| AIR FM2 100.7 |
11.4 |
13.3 |
25.0 |
| AIR Primary |
3.1 |
3.4 |
17.4 |
| Radio City 91.1 |
34.7 |
35.5 |
9.5 |
| Radio One 94.3 |
18.8 |
18.3 |
3.8 |
| Radio Mirchi 98.3 |
44.4 |
49.3 |
18.7 |
| RED FM 93.5 |
31.7 |
31.1 |
5.1 |
Consistent growth can be seen across all the radio stations. AIR FM 100.7 has gained the highest growth of 25 % in its reach. Radio City and Red FM have also registered a growth of 9.5 and 5.1 per cent respectively. Nevertheless, Radio Mirchi continues to retain its position by increasing its reach from 44.4 per cent in 2006 Wave 1 to 49.3 per cent in 2006 Wave 2.
| |
Delhi & NCR |
| |
Wave 1 |
Wave 2 |
Percent change |
| YDL |
Per cent |
Per cent |
3.8 |
| AIR FM1 107.1 |
6.8 |
7.2 |
7.6 |
| AIR FM2 100.7 |
20.2 |
20.1 |
0.3 |
| AIR Primary |
0.4 |
0.4 |
-15.4 |
| Radio City 91.1 |
37.2 |
34.4 |
-6.4 |
| Radio Mirchi 98.3 |
74.1 |
69.1 |
-5.8 |
| RED FM 93.5 |
33.7 |
33.7 |
1.0 |
In Delhi & NCR, AIR FM 107.1 has gained the highest growth of 7.6 per cent by adding 31,000 listeners. Radio Mirchi again retains its position with a 69 per cent reach amongst Yesterday listeners.
Kolkata |
| |
Wave 2 |
| YDL |
Per cent |
| AIR FM1 107.1 |
12.5 |
| AIR FM2 100.7 |
6.1 |
| AIR Primary |
1.3 |
| Radio Mirchi 98.3 |
68.0 |
| RED FM 93.5 |
19.0 |
| POWER FM 107.8 |
7.6 |
| AAMAR FM 106.2 |
14.5 |
Radio Mirchi listenership follows its awareness with a maximum share of 68 per cent followed by Red FM & Aamar FM.
Source: MRUC, ACNielsen ORG-MARG
