IMRB International has conducted the largest radio listenership and establishment study in India - IMRB Radar. The syndicated study would map the updated radio and FM universe in Mumbai.
It presents an opportunity to assess the status of FM radio owning universe and its consumption vis-à-vis other mediums. Besides, it captures various facets of multimedia consumption with a special emphasis on understanding the radio listenership patterns by day parts, by stations and by audience profile.
In addition to listenership studies, it delves into assessing the station personalities, mapping audiences' lifestyles, day plans as well as a variety of consumption details covering various product categories.
The fieldwork conducted encompasses the entire Mumbai urban agglomeration through a random sampling of 6,000 households and 3,600 individuals.
IMRB would not only provide the presentation of the survey but also provide subscribers access to a planning tool Radar Xpress, which is expected to make the process of media planning much easier.