The study for all Secs 12+ conducted from January
- March
2004 covered Mumbai and Delhi and covered ten stations including Radio
City and Vividh Bharati. The sample size was a little over 8000. Key
information in the study includes the penetration of radio sets, where
people listen to radio and of course to which stations. In addition
the weekly reach of radio was also measured as also was a demographic
profile as well as the interaction of radio with the other media.
200 starting points were taken in the cities in order to get heterogeneity.
The second wave of the study commenced a couple of months ago. It
evolved out of Radio Audience Measurement (Ram). AC Nielsen carried
out the research in six rounds last year.
Coming back to the point previously mentioned about radio consumption
30 per cent of female respondents responded to the radio while the
figure for men was higher at 37 per cent. Interestingly 67 per cent
of all respondents listen everyday. Women however do tune in earlier
in the day before 6 am than men. The figure here is 54 per cent
versus 40 per cent for men. Overall radio peaks from 8 am to 12
pm. The television does not have a lot of significance here. In
the evening however radio's share goes down.
As far as places of listening was concerned 72 per cent of Delhiites
tune in at home while in Mumbai the figure is 80 per cent. The reach
potential of FM has grown thrice for Mumbai over the past couple
of years while for Delhi it has doubled. In terms of age the listenership
for radio is highest for the 15-29 age group at 40.5 per cent. Just
20 per cent of people aged over 50 tune in.
|
