A few questions that will be answered, if you choose to read on:

1. Potential of Radio as a reach medium is as high as Print options (if not more) in Delhi & Mumbai
2. Average time spent listening to Radio is as good as average TV viewing time
3. Prime time definition: is it different by medium?

Till just a few months ago, we also believed Radio to be a "wallpaper" or a "passive" media option, good enough to reach just 8-10% of potential audience, across markets. We always related Radio to the average middle class, which does not have a choice other than listening to some old Hindi songs of the 60's.

Many of us living in the big few metros have begun to acknowledge that "Radio seems to be growing, thanks to the private FM stations". But may be we just left it that, merrily continuing to spend our advertising investments, 75-80% on TV, some on Print/outdoor media options, miniscule percentage on Radio or Internet. Not to forget the magazines, if any one of our colleagues remind us that "we need to have a follow-up campaign in select magazines", because housewives need to know more about the product offering. More introspection follows, when our bosses insist otherwise.

Think again. Look at some of the facts, backed by numbers, which tell a different story.

1. Reach potential of Radio has doubled or tripled

In Mumbai and Delhi, every third individual listens to Radio "yesterday".

(Base: All Adults, 12 + Years, All SEC)

2. Time spent listening to Radio is as much as TV viewing time

If we consider anyone who listens to Radio for at least 5 minutes within a 15-minute slot, and treat him as a "listener", then:

On an average a Mumbaikar (34% of 12+ Universe) listens to Radio for 2.35 hours a day, while his Delhi counterpart listens for slightly longer at 2.45 hours a day.

This is just about a fraction more or less, when compared to the average TV viewing time in these cities.

Interestingly, this intensity of time spent on listening to Radio does not vary too much, be it the upper SEC A or the lower SECs of D/E (whereas we all know the pattern on TV, even within the TV viewing universe).

3. What is Prime time?
As expected, popular prime time definitions for Radio and TV are very different. Radio rules in popularity till about late evening, and tapers down, post 6 PM.

Now, when do the actual transactions happen for most "impulse" categories & FMCGs? What happens in case of purchase behaviour when someone listens to Radio on way to a shopping mall? Who was referring to "recency planning" recently? Check it out for yourself.

If you are not still convinced about the "power of Radio", here are some additional insights favouring Radio as a good advertising and promotional medium:
Intensity of listening to Radio is higher amongst Males than Females
On the other hand, females are more intense TV viewers
The lower age group of <30 years (with higher nagging power) form a core set of Radio listeners.

Now, is it time to replace "our intuitive sense" or "historical wisdom" with some " real facts" backed by syndicated research?

Source: IRS `03-04 & ILT `04 from Media Research Users Council