Indian Listenership Track 2006 Wave 3
Fieldwork period: 4th Dec 2006 – 10th Feb 2007
| Scope of the Study |
| 1. |
Coverage |
: Mumbai, Delhi & Kolkata |
| 2. |
Audience |
: All Adults, 12 + years across SECs |
| 3. |
Sample Size |
: 4500 listing in each metro in each wave |
| 4. |
Effective Coverage |
: 2000 YDL boosters |
| 5. |
Fieldwork |
: 10 weeks in each wave |
| 6. |
Reporting & Formats |
: Quarterly reports on advanced planning software |
Findings from the ILT 2006 Wave 3 data
The 4.5 lakh gain registered in Yesterday Listeners in Mumbai in Wave 2 (Fieldwork period: 16/9/06 to 25/11/06) of ILT 2006 has now stabilized in Wave 3 at the Wave 1 numbers (Fieldwork period 3/7/06 to 9/9/06), while Delhi shows a marginal drop of 5% in Wave 3 over Wave 1. Now with the advantage of having three waves of data in 2006 a three year perspective reveals some very distinct patterns of Listenership for Mumbai and Delhi
YDL – Yesterday Listeners
The 2006 three-wave average in Mumbai shows that Mumbai has gained about 3.0 Lac listeners showing a 6% growth over the 2005 four-wave average. The YDL base in Mumbai thus has grown back to its 2004 four-wave average. Delhi similarly shows an average growth of 4.5 Lac Yesterday Listeners over 2005 with an average growth of 8%.
Listenership – Last one week
The 2006 average Last one week listenership in Mumbai has gone up by 3.3. Lac listeners (5.3%) over 2005, Delhi shows no such growth.
All seven days listenership
While Mumbai has added 4.73 Lac all-seven day listeners growing at 15% over 2005, Delhi again is static. Both Mumbai and Delhi show a marginal growth in the ratio of all-seven day listeners to at least 1 day or more, but a growth nevertheless.
Gross listenership & Average number of Radio stations listened to;Base: YDL
Gross Radio Listeners in Mumbai have grown by 24.7 Lac listeners in 2006 but the net growth is only 3.0 Lac listeners. The average number of stations listened to in 2005 was 1.3 and have now grown to 1.7 in 2006. Both these suggest an increase in duplicated listenership.
In Delhi again the Gross Radio Listenership has grown by 34.5 Lac listeners in 2006 while the net growth is 4.5 Lac listeners. The average number of stations listened to in 2005 was 1.4 and have now grown to 1.9 in 2006. The incidence of duplication is comparatively higher in Delhi.
In summary,
| a. |
Delhi has continued to be a growth market for FM Radio while Mumbai which showed a slide in 2005 seems to be in a resurgent mode. Delhi has shown better growth in gross as well as net listeners.
|
| b. |
Listener loyalty which was stronger in Delhi as compared to Mumbai has seen some erosion over this 3-year period. The ratio of all-seven day listeners to yesterday listeners has gone down from a high of 85% in 2004 to 71% in 2006 in Delhi. Here again Mumbai has reverted to its 2004 (71% all-seven day to YDL) trend in 2006 (72%) after showing a dip in 2005 (66%). |
B Listenership by Radio Stations
Growth in per cent (Yesterday listeners)
|
2006 Wave 3 |
2006 Wave 2 |
| |
Mumbai |
Delhi |
Kolkata |
| |
Per cent |
Per cent |
|
| Air Fm1 107.1 |
7.37 |
6.09 |
9.63 |
| Air Fm2 100.7 |
12.91 |
23.06 |
3.48 |
| Air Primary |
2.86 |
1.22 |
1.69 |
| Big FM 92.7 |
18.7 |
11.28 |
33.65 |
| Radio City 91.1 |
31.37 |
27.74 |
|
| Radio Mirchi 98.3 |
44.98 |
60.68 |
60.34 |
| Radio One 94.3 |
13.03 |
6.51 |
|
| Red Fm 93.5 |
29.21 |
31.18 |
16.87 |
| Vividh Bharati |
8.76 |
2.86 |
1.43 |
| Fever 104 |
|
6.93 |
|
| Hit 95 |
|
10.54 |
|
| Aamar Fm 106.2 |
|
|
13.04 |
| Power Fm 107.8 |
|
|
7.53 |
