RAM releases the first 9 cities sweeps

10 Oct,2011

RAM has released its first set of findings basis sweeps in nine cities. The findings have been arrived at, based on Universe Establishment Study and Panel based Respondent data collected during May-August 2011. These nine additional cities are Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune.

 

For the last 4 years, RAM operated out of the four Indian metros – Bangalore, Delhi, Kolkata and Mumbai.

 

As per RAM, This initiative will help the Radio industry – Broadcasters & Media Planning Agencies, to assess the impact that Radio medium is having on Audiences in towns other than the major Metros.

 

RAM communiqué states that given the favorable response from across the industry, RAM will continue to undertake the next sweeps during February-March 2012.

 

To quote LV Krishnan, CEO, TAM Media Research, “Our commitment to take RAM beyond the  four metros has fructified. This time, the RAM roll out is much wider and deeper. These 9 cities will throw light to Advertisers the interaction Radio is bringing to their Consumers and also help Broadcasters fine tune their basket of programming to these Audiences. This will help propel higher commercial viability for the Industry at large. As always, we will work very closely with the Industry to help them understand the dynamics of this very high potential communication and brand building medium from these markets as well. Like in 4 RAM metros earlier, we believe that in these 9 metros too, RAM’s entry will boost the Radio advertising investments.”

 

The study offers trends about Radio listenership or consumption behaviour between the different cities. Some highlights are:

 

  • The universe size of the newly added 9 markets is an impressive 50% of the existing 4 RAM markets (Bangalore, Delhi, Kolkata and Mumbai).
  • Southern markets observe higher FM penetration as compared to northern markets.
  • On an average, there is 95% FM universe has been reached in a week across all the markets.
    • Chennai and Jaipur observe 100% weekly reach.
  • Time spent listening among the 9 new markets is comparatively more than the existing 4 metro markets. Markets like Nagpur and Jaipur observe 28.29 (hh:mm) and 24.05 (hh:mm) time spent on a weekly basis.
  • Indore and Lucknow observe least OOH listening among the new RAM markets.
  • Majority of the new markets have heavy composition from male audiences whereas existing Mumbai and Kolkata market witness substantial composition from female audiences.
  • Listenership in Northern cities like Delhi and Jaipur are skewed towards higher SECs. Market like Nagpur and Kanpur are skewed towards lower SECs.
  • Morning time band observes highest listenership contribution across the day. Indore market observes highest listenership contribution from Mid Morning time band

Listenership contribution on Saturday and Sunday are higher for the new markets whereas in the existing markets Saturday observes least contribution

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