RAM releases the second Radio Listenership sweeps for 9 cities

14 May,2012

By A Correspondent


RAM (Radio Audience Measurement) service, launched by TAM Media Research in 2007 for the radio industry, has released the second round of its 9 cities Listenership Sweeps. The first round was released in October 2012, along with the announcement of the news on RAM panel coverage expansion to 9 additional cities – Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune. Prior to that, RAM operated out of the four Indian metros – Bangalore, Delhi, Kolkata and Mumbai only.


As planned and announced, the second sweeps data is for the period of February-April 2012. This sweeps, released by RAM, 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.


Commenting on this release, LV Krishnan, CEO said: “The second roll out is as per timelines committed by us. After the first sweeps in October last year, the second one shows interesting changes in radio consumption patterns. While in some markets, radio consumption base itself has seen an increase, in others, granular trends like Out Of Home (OOH) listenership has seen an encouraging increase.”


RAM’s second sweeps highlights certain interesting changes in radio consumption behaviour, not only across the 9 cities, but also in comparison to the October 2011 sweeps release.


Some highlights are:

  • Ahmedabad, Chennai & Hyderabad are the growth markets. Southern metros have seen more than 30 per cent growth in listening thresholds while Ahmedabad has witnessed 15 per cent growth
  • Pune,Kanpur,IndoreandNagpur, have remained almost the same levels as the previous round



  • Average audience has seen a significant increase in morning while other day parts, remained at the same level. The peak at 9am has grown by 70 per cent.
  • The increase in morning day part is due to 10 per cent growth in cume reach levels.
  • Share of Out of Home listening has grown significantly. Particularly during travel/conveyance with share of listening growing from 9 to 16 per cent
  • Cume reach levels have gone up across all the days, while Sunday has seen a significant growth
  • Time spent levels have seen a very marginal drop across the days. Sunday remains the day with highest time spent level
  • While 90 per cent of cume reach build up was achieved by afternoon earlier, now 95 per cent of the audience can be targeted by the morning day part alone at a weekly level



  • While cume reach levels have dropped across all the day parts, time spent levels have significantly increased. The maximum increase in time spent being in the morning day part.
  • The audience build up has got spread through the day. It takes up to afternoon day part to cover 95 per cent of all audience.
  • Share of SEC C’s listening has grown from 37 per cent to 43 per cent
  • Share of in-home listenership grows from 76 per cent to 87 per cent
  • While Saturday had the highest listenership thresholds the previous round, Sunday has grown beyond Saturday in round 2 – both in terms of cume reach and time spent



  • The weekly listenership levels have remained at the same levels as the previous round
  • The daily cume reach has gone up, with Sunday being the maximum, but time spent levels are down across all the days.
  • Share of In-home listening grows from 82-87 per cent



  • Drop in listenership thresholds across the day
  • The same reflects in the cume reach levels across the day parts
  • Dominance of SECDE in Jaipur’s listenership contribution is normalized. Proportionate contribution from all SECs to listenership
  • Morning day part continues to be the one where listenership peaks, though at a lower threshold
  • Sunday emerges as the one with highest cume reach and time spent levels
  • The audience build up has got spread through the day. It takes up to afternoon day part to cover 95 per cent of all audience



  • The listenership peaks have interchanged between mid morning and morning, morning peak emerging as the highest. Other day parts are more or less are at the same threshold
  • At a weekly level, morning day part emerges as the highest in cume reach and time spent
  • Mid-morning day part saw a reduction cume reach levels.
  • TSL level growth in night day part
  • Share of In-home listening significantly drops from 94 per cent to 71 per cent. Maximum growth in Car share of listening at 22 per cent
  • Saturday loses audiences as Sunday emerges as the destination of maximum listening
  • Faster cume reach build up across the day as 95 per cent of the audiences are reached by the mid-morning day part



  • Across the day parts TSL has almost doubled
  • Evening and night day parts have grown significantly while morning has witnessed a drop in listenership levels.
  • The drop in morning day part is primarily due to drop in cume reach levels, while TSL has grown.
  • Contribution from SEC A & B increases
  • 6 per cent drop in share of in-home listening, reflected in the growth of listening share from car/travel/conveyance
  • Equal and high threshold of listenership across weekdays and weekends
  • Evening and night day parts add significant amount of audiences to cume reach build up



  • Similar listenership thresholds across the day parts
  • Mid-morning to night, there is a drop in cume reach levels, but across the day parts there is a growth in TSL levels
  • Contribution from different places of listening remains the same
  • Sunday emerges as the destination of highest listenership
  • Audience addition from afternoon grows in the current year



  • Listenership thresholds drop across the day parts, while night primetime holds the thresholds
  • While there is cume reach growth in some of the day parts, there has been TSL drop across all of them
  • Share of listening from 35+ age group comes down
  • Contribution from in-home listening grows from 89 per cent to 93 per cent
  • Cumulative audience on Sunday grow from 82% to 94%
  • Weekdays and weekends have similar thresholds of TSL



  • Marginal changes in day part wise preferences
  • Growth in consumption share fromSECABand 45+ age group
  • OOH share of listening grows from 23 per cent to 29 per cent, majority of the growth coming from car/travel
  • Sunday emerges as the clear leader in listening thresholds


TAM is a joint venture between Nielsen Company and Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdExIndia. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division – Eikona PR Measurement.


In 2007, the joint venture introduced RAM (Radio Audience Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.


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