Radio Audience Measurement, the radio listenership service from TAM Media Research, is completing one year of industry service. In keeping with expansion plans, RAM on July 17 announced the launch of its service in the Kolkata market. The listenership service has also introduced an advanced data analysis software interface, Radio Advisor, for use by radio channels, media planners and advertisers.
LV Krishnan, CEO, TAM Media Research, said, “TAM rolled out the Radio Audience Measurement (RAM) service across Delhi, Mumbai and Bangalore simultaneously. Keeping with industry commitment, starting today (July 17), we touch one more landmark. In addition to insights for Delhi, Mumbai and Bangalore, the industry will now also get access to insights from the Kolkata market.”
Commenting on the radio accelerating its position in the media industry, Pradeep Hejmadi, Senior Vice President, TAM Media Research, said, “At least on the basis of last one year of radio listenership data across three metros and advertising (AdEx) from more than 40 markets, we have obtained enough indications that radio is beginning to attract its share of media moolah, and in an ever fragmenting consumer space, is proving to be a powerful media option for a marketer.”
The next one year priority for RAM is to launch an awareness drive on radio, the industry which has seen 3 per cent of ad spend aims to touch a double digit mark in the next three years.
Hejmadi further said, “Advertisers, planners and broadcasters can keep track of the medium as we move along. This exactly would be our key focus during the coming year. As we move along expanding our market coverage, RAM will focus on creating an educative / awareness enhancing campaign for the industry that will focus on newer ways of understanding the medium.”
RAM will soon start working towards further spreading its coverage, this time in the South – Chennai and Hyderabad.