Radio is one of the oldest mediums but it still stands tall when it comes to reach states AZ Research’s Radio Listener’s Research Report. According to the report, more than 64% of people listen to FM radio every day. They attributed the increased acceptance of FM radio to the ease of access.
A detailed research analyzing the consumption pattern, the study burst the myth that radio was largely consumed by Sec C of the consumers. While only 51% from Sec C indulged in radio, a whopping 72% of Sec A and B listed to radio on a daily basis. Another interesting revelation was the behaviour of the listeners. As per the report, more than 71% of listeners preferred to listen to the same channel on the same time indicating strong loyalty. Respondents who flipped channels were a meagre 16%.
From the recall perspective, FM radio exhibited a better quality recollection. Radio had a significantly higher quality recall (43% correct recall) as compared to television, which was only at 22%. Regular listeners could remember elements like name of the program, name of the RJ, the main sponsors of the program and even the contests that are run on the FM channel. This clearly shows that FM Radio is a very high involvement category much more so in comparison to television and print.
Elaborating on the research Sujay Misra, Managing Director, AZ Research Pvt Ltd, said, “Radio provides marketers with great reach and quality recall but is often underrated. Though slowly marketers are realizing its potential and are adopting focused approach. I am confident they will not only increase the spends on radio but also pave way to a more focused brand building campaigns.”
According to findings of the report, with 94% Bangalore exhibited highest acceptance to the medium, tier 2 cities like Jaipur (89%) and Lucknow (82%) were also not far behind in reiterating the national acceptance of the medium. Interestingly, the South of the country seems to be more content driven, while the rest of the regions were more music driven. From consumption mode standpoint, mobile phones (71%) topped the chart as followed by radio sets (53%) and then web (21%).
The report tries to understand the FM Radio listening behaviour vis-à-vis other mediums and explains many myths that marketers and media buyers have about FM Radio as a medium. The study was conducted on 45000 respondents comprising of SEC A/B/C consumers between the age group of 14-50 years. It covered key cities like Ahmedabad, Pune, Hyderabad, Chennai, Jaipur, Lucknow and Bangalore.