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SPARR,
ORG Marg, DRS, Initiative Media - lacking a uniform system of rating
for either individual programmes or overall listeneship, each radio
station is swearing by the study that suits and favours it the most.
The
reason is apparent. Although the market size of radio is expected,
according to Ficci estimates, to rise from 1.6 billion rupees in
2002, to 6.2 billion in 2007, the current situation is none too
rosy. Spots are being sold at discounted rates, to fill up the inventory
and lure in the odd retail and local advertiser.
Consequently,
a series of readership based, programme recall based and brand recall
based studies are doing the rounds, each touted as the definitive
guide on radio listenership.
What SPARR says -
SPARR (Sections, Pullouts & Attitudinal Readership Research) of
the MRUC conducted a study in July and August 2003. In the SPARR
report, on a sub section called Lifestyle Study of Pullout Readers,
it has dedicated one slide on radio listenership out of a total
122 slides and tried to indicate Radio listening preferences of
readers. Radio Mirchi comes up trumps in this one. Radio Mirchi
comes out on top with a figure of 57 followed by Star's Radio City
at 49. Vivid Bharati's share is 34 while Red FM is still further
back at 16. Those aged 12-17 tune into Radio Mirchi and Radio City
the most. Vivid Bharati has older viewers in the age bracket 46+
tuning in.
What
the DRS says -
Also
done in July 2003, the study seeks to assess the actual listenership
of different programmes as against brand recall of various stations.
Living Media's RED FM benefited from the results of this study,
as it found that high brand recall does not translate into listenership.
It also found that 70 per cent of listeners of a particular programme
are not able to associate it with the right FM channel. Some of
RED's programmes were shown top ranked in Delhi.
What
the Radio Audience Measurement (RAM) says -
Radio
City swears by this one currently. Based on yesterday's listeners,
it tracks all the SECs and, being a focussed radio listenership
research, provides micro level data with regard to radio listenership
in terms of daypart listenership. Latest findings indicate Radio
City is top of the heap.
What Initiative Radio Track says -
Initiative
Media's study has given top marks to Radio Mirchi in Mumbai, saying
it scores highest on top of mind recall among all segments. On actual
listenership however, Radio City has edged past it among students
and is rapidly gaining among car owners, the study says. In Delhi,
IM says Radio Mirchi enjoys the lead among students and housewives
while Radio City is the leader among executives/businessmen both
car and non-car owning.
What will drive FM -
According
to Ficci estimates, once licencing gives way towards a revenue sharing
model, increase in radio listener time will occur as a result of
an overall improvement in content. Enhanced attractiveness of radio
for advertisers through measures like increase in the number of
FM radio stations and creation of nationwide bouquets as well as
niche and regional channels as radio would also have the ability
to offer advertisers a more focused and cost-effective reach as
compared to print and television. Mass availabililty of inexpensive
FM radio sets and penetration of private operators beyond metro
cities like penetration of C&S households, will hold the key to
the development of FM in the country.
Also
read:
"Radio's share in the
ad pie will grow to six or seven per cent in four to five years"
- A P Parigi
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