Indian Listenership Track (ILT) 2006, a syndicated radio research by MRUC and its partner agency, ACNielsen ORG-MARG, was unveiled on Thursday. The research currently covers only Mumbai and Delhi along with the NCR. MRUC has announced that Kolkata will be added in the survey soon. The ILT 2006 Wave One has shown some positive trends for radio listenership.
The fieldwork period of the data is July 1, 2006 to September 9, 2006. The ILT is designed on a Day After Recall (DAR) methodology and provides Yesterday Listenership data (YDL) across all stations in the covered markets.
Some of the broad trends that the study throws on the parameter ‘Whether listened to Radio Yesterday’ shows that radio listenership, as determined by Yesterday Listeners, has gone up in Mumbai marginally – from 33 per cent to 33.6 per cent. However, there is an increase in the trend of Listening to Radio as evidenced by increase in listenership ‘In the last three days’, which has moved up from 6.5 per cent to 7 per cent, and ‘In the last seven days’, which has increased by 3.6 per cent to 5.5 per cent.
Delhi, on the other hand, has registered a 9 per cent growth, adding 5.1 lakh listeners. The Yesterday Listeners have increased from 38.5 per cent to 39.8 per cent.
On the regular versus casual listeners, while Yesterday Listenership in Mumbai has grown by 3.8 per cent, one week listenership has grown at a much higher pace of 10.2 per cent. For Delhi, the 9 per cent growth in YDL is much better than it’s 4.8 per cent growth in ‘last one week’ listenership.
In weekday versus weekend listening, the reach of radio (Yesterday Listeners) has gone up marginally in Mumbai over 2005, adding about 18 lakh listeners. Audiences seem to be giving listening more over the weekend than on weekdays. The growth in weekend audience is three times that of the growth in weekday audience.
In Delhi, too, there was a slightly better listenership over the weekends as compared to weekdays.
Looking at the number of days, ‘Radio is Listened to’, it is good news for radio again – numbers listening to radio all seven days of the week has gone up from 22 per cent to 25 per cent, adding 5.75 lakh listeners.
Delhi continues to maintain its all 7-day listenership base with a marginal 4 per cent growth. The city has witnessed a better growth in the 6-day a week segment.
Another count that the ILT measured was the ‘Number of Stations Listened to’, which has gone up in both Mumbai and Delhi, with Delhi continuing to be ahead of Mumbai in this respect.
The audience for the ILT research comprised all adults, 12 + years across SECs and the sample size was 4,500 listing in each metro in each wave. The effective coverage was 2,000 YDL boosters, while the fieldwork took 10 weeks in each wave.