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Growth in radio consumption for advertisers: RAM

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | May 14, 2012
The research conducted by TAM Media Research has revealed that Ahmedabad, Chennai and Hyderabad are the major growth markets. Besides, southern metros have seen more than 30 per cent growth in listening thresholds, while Ahmedabad has witnessed 15 per cent growth.

TAM Media Research recently launched the second round of listenership sweeps through its radio audience measurement (RAM) service. The research is carried out in nine major markets, including Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune.

The research revealed that southern metros have seen more than 30 per cent growth in listening thresholds. However Ahmedabad, Chennai and Hyderabad are the major growth markets. Sunday listening has seen a significant growth in almost all the cities, claims the report.

L V Krishnan

Speaking on the latest research release, L V Krishnan, CEO, TAM, says in an official communiqué, "The second roll out is as per timelines committed by us to the industry. After the first sweeps in October last year, this second one shows interesting changes in radio consumption patterns. While in some markets, the radio consumption base itself has seen an increase, in others, granular trends like out of home (OOH) listenership have seen an encouraging increase."

Ahmedabad has witnessed about 15 per cent growth. The peak at 9 am has grown by 70 per cent in the city, while the cumulative reach levels during the morning part have increased by about 10 per cent. Time spent during day-time has dropped marginally.

Chennai has seen a drop in the cumulative reach levels during the day time, while the time spent during the same time has increase significantly. Share of SEC C's listening and the in-home listening has grown to 43 per cent (from 37 per cent) and 87 per cent (from 76 per cent), respectively. Saturday has the highest listenership thresholds in the city.

Nagpur has experienced a rise in daily cumulative reach, with Sunday being the maximum. However, time spent levels have gone down across all days. In-home listening share, too, has grown from 83 per cent to 87 per cent.

Jaipur has seen a proportionate contribution to listenership from all SECs. There has been a significant drop in listenership thresholds across the day. While morning day part continues to be the one where listenership peaks at a lower threshold, Sunday emerges as the one with highest reach and time spent levels. Jaipur has seen a change in the leadership position. .

Meanwhile, in Indore, the listenership peaks have interchanged between mid-morning and morning, morning peak emerging as the highest. The time spent levels have seen a sharp growth during the nights. In-home listening share has dropped significantly from 94 per cent to 71 per cent. The maximum growth is witnessed in the car share of listening (22 per cent).

Hyderabad has witnessed doubled time spent levels during the day parts. While evening and night listenership levels have increased significantly, the mornings have seen a drop. Contribution from SEC A and B has increased in the city. In-house listening share has dropped by 6 per cent, which reflects in the growth of the listening share in car, travel and conveyance. The city has seen equal and high levels of listenership thresholds during weekdays and weekends.

Pune, too, has seen similar listenership thresholds across the day parts, while the contribution from different places remains the same. Sunday has had the highest listenership. In the current year, audience addition has grown for the afternoon listenership.

Lucknow, however, has seen a drop in the listenership thresholds across the day parts, while the night primetime holds the levels of threshold higher. Interestingly, the cumulative reach has grown in some of the day parts, with a drop in the time spent levels. The 35+ age group lowered in the share of listenership. Cumulative audience reach on Sunday and in-home listening has grown to 94 per cent (from 82 per cent) and 93 per cent (from 89 per cent), respectively.

Kanpur has witnesses a sharp growth in the consumption share from SEC AB and 45 plus age group. Out of home listening has grown to 29 per cent, while Sunday has recorded highest listening thresholds.

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