Radio is more popular among workers, shop owners & students: ILT-Wave 3

Radio is for the masses and the Indian Listenership Track- wave 3 has only reiterated it. The survey, segregating the total radio listenership base as per occupation of individuals, has said skilled and unskilled workers, petty traders or shop owners together contribute to about 26 per cent of the total listenership base.

As per Indian Listenership Track- wave 3, while the total listenership base of skilled workers is 9.85 lakhs, the number of unskilled workers is 3.91 lakhs. The listenership base of petty traders and and shop owners is 3.20 lakhs and 3.90 lakhs, respectively. Students contribute to almost 18 per cent of the total listeners with a total listenership base of 23.31 lakhs.

The figure, interestingly, is least for officers and executives who contribute to 5 per cent (4.23 lakhs) of total listenership base.

As per socio-economic classification, SEC D/E contributes to almost 32 per cent (26.39 lakh) of the total listenership base. SEC C comes in next with a total listenership base of 18.37 lakhs (23 per cent). SEC A contributes 23 per cent with a total listenership of 18.69 lakhs, while SEC B is the last in the list with a total listenership of 18 lakh.

Males contribute to almost 59 per cent of total radio's listenership in Mumbai and Delhi, as per Indian Listenership Track- wave 3. The total number of radio listeners in these two cities is 81.45 lakhs, out of which 48.13 lakh is males and 33.32 lakh is females.

The survey reveals that individuals in the age group of 20-29 contribute to the largest share of total listenership base across all age-group. These age group comprise 32 per cent (26.23 lakh) of the total listenership base, followed by individuals in the age group of 12-19 which comprises 24 per cent (19.35 lakhs).

Radio is also more popular among people, who are in their thirties than individuals who are in the forties. As per survey, the total listenership base of people who are in the age group of 30-39 is 18.37 lakh while that of individuals in the age group of 40-49 is 9.57 lakh. The total number of listeners above 50 years is 7.92 lakhs.

Among the radio channels, Radio Mirchi has emerged as the no.1 radio channel in Mumbai and Delhi, as per Indian Listenership Track- Wave 3. The total listenership of the radio channel in these two cities is 51.63 lakhs out of which 24.36 lakhs in Mumbai and 27.27 lakhs in Delhi.

Radio City follows next with a total listenership of 37.61 lakhs in these two cities. The total readership of Radio City in Mumbai is 23.55 lakhs and that of in Delhi is 14.05 lakhs. RED FM 's total listenership is 16.56 lakhs, out of which 8.58 lakhs is in Mumbai and 7.99 lakhs in Delhi.

BBC Radio's total listenership base in Mumbai and Delhi is 49,000. Radio Go 92.5, which is only present in Mumbai, has a listenership of 4.23 lakhs.

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