Radio attracts second highest ad attention, notes MBL-Nielsen study

08 Feb,2018

By A Correspondent


In terms of ad effectiveness, radio ads are the second-most effective in driving purchase intent, with TV being the most effective medium. This and some other findings have been produced in a recent research report commissioned by Music Broadcast Ltd (Radio City), and titled “Power of Radio”.


The report conducted by Nielsen India on behalf of Radio City surveyed a sample comprising working males, females, homemakers and students between the age of 18-45 from multiple income groups, demographics and listen to the radio at least once a week. Among other findings, the report highlights the efficacy of radio in its role in driving purchase intent among females, 25+ individuals and NCCS (New Consumer Classification System) B & C.


Commenting on the report, Apurva Purohit, President, Jagran Prakashan and Director Music Broadcast Ltd. Said: “In India, radio was largely limited to state programming until the 1990s but with the private sector entering the industry, it has grown exponentially over the last decade or so. The industry clocked an 18% growth compared to other markets in 2016 and with the Phase 3 expansion into new geographies increasing FM’s reach dramatically, the industry will only grow faster in the years to come.The findings of the study cement our belief in the power of radio, and I firmly believe that radio will re-emerge as a formidable choice for advertisers. The medium’s demonstrated ability to strike a personal connect with users, and the fact that it is seen as the most trusted medium and credible for information is heartening to see.”



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