Post the launch of measurement services like RAM from TAM Media Research in major markets like Mumbai, Delhi and Bangalore, radio players from non-metros are also looking forward to have similar measurement services in their markets. Hitherto, radio listenership tracking in smaller cities has always been carried out by radio players themselves for benefitting their programming and marketing strategies, and no syndicated researched exists for these non-metros.
Observing that it is better to talk with numbers, Shailja Naqvi, Programming Head, Radio Dhamaal, said, “We would definitely subscribe for industry measurements. But the parameters and type of panels used for tracking in metros have to be changed for this audience. I would prefer a day-after-recall methodology as recall is important for a radio brand.”
Hailing the radio industry more established in metros than in smaller cities, Harrish M Bhatia, Business Head, My FM, noted the need for currency in radio as a category for such markets. “We are looking forward to any such currency which will add value to the radio industry. RAM has its set of limitations, but it’s a good beginning.”
Shankar B, VP-Sales and Business Development, Hello FM, was of the opinion measurement would help them in understanding how they fared in the markets. “Chennai is one market that is not covered under the measurement scanner, and when it comes to us, we will subscribe. The only concern which I have is the need for an increase in the sample size.”
As media analysts have said that that what is easily measurable is easily saleable, even non-metros are looking at getting some form of measurement to grow the radio businesses there.