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.
Looking at the station wise performance – in Mumbai, Radio Mirchi reigns with a listenership of 44.4 per cent. The average across four waves in 2005 for the station was 43 per cent, indicating a 7.7 per cent increase for the station. Radio City is the clear No. 2 in the market with a listenership of 34.7 per cent. However, the station has registered a 7.4 per cent drop from the 2005 listenership figures.
The third strongest player in this market is Red FM, which has grown by 64 per cent and sports a listenership of 31.7 per cent. Radio One follows on the fourth spot, registering a whopping 259 per cent growth. From a 5.5 per cent listenership, Radio One has grown to 18.8 per cent listenership.
Next comes AIR FM 2, which claims a listenership of 11.4 per cent. This station, too, has shown a growth of 123 per cent. Next comes AIR FM 1, which has also shown a growth of 87 per cent and currently has a listenership of 7.6 per cent. Vividh Bharati has dropped by 23 per cent and has a listenership of 5.4 per cent, followed by AIR Primary, which, too, has shown an 11 per cent and has a listenership of 3.1 per cent.
Radio Mirchi reigns supreme in the Delhi and NCR markets too with a listenership of 74.1 per cent, which is a 15 per cent increase from the 2005 figures. Radio City, too, has grown in this market by 14 per cent and is at 37.2 per cent. Red FM has grown by 84.4 per cent and has a listenership of 33.7 per cent. The fourth player in the market is AIR FM 2, which has a listenership of 20.2 per cent, a 92.5 per cent increase from the previous round.
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.