With the growing salience of Radio, IRMB believes that time is ripe for a continuous Radio audience measurement system. IMRB International decided to launch RADAR RADIO LISTENERSHIP SYSTEM - the continuous radio audience measurement system in Mumbai. This system is currently in advanced stage of set up and is expected to go live from January 2003.
Simultaneously, IMRB International also announced the launch of Radio XPress - its proprietary radio planning and analysis system. All subscribers to the IMRB RADAR RADIO LISTENERSHIP SYSTEM would have access to Radio XPress which with its suite of analyses templates will not just highlight the trends in listenership behaviour but also provide users inputs for planning their spends on radio.
Rationales Thomas Puliyel, President, IMRB International, "Radio, as a medium, is gaining currency. The only way to demonstrate the real value of this medium is by providing users an on-going feedback on the audience behaviour and the dynamics therein. With the launch of RADAR RADIO LISTENERSHIP SYSTEM and Radio XPress, IMRB International will provide the industry sophisticated tools to exploit the real value of and the contribution that this medium can make".
Recently, IMRB International also released the results from IMRB RADAR 2002 - the most comprehensive Radio Establishment cum Listenership Study. The study with a sample of over 9500, besides assessing the reach of Radio as a medium, also captured radio listenership behaviour by days and day parts. It also delved into audiences' Day Plans, lifestyles, product consumption behaviour as well as their perceptions of different radio stations.