Men tuning into radio more than women: Study

MUMBAI: While the efficacy of radio as a medium for advertisers has long been a talking point of debate in the country one fact has emerged. Men are tuning in more than women. This is one of the findings of the first wave of the research study Indian Listenership Track (ILT) 2004 conducted by Media research Users council and AC Nielsen ORG Marg.



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.

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