The Radio Audience Measurement (RAM) has taken a closer look at the radio medium and divulged various insights on the listener behaviour and the changes in the medium depending on the city.
The age profiles across cities show that the lowest TG on radio, in any city, is the 20-24 year age group. In Mumbai, this TG only has a 16 per cent share, in Delhi it is 15 per cent, while in Bangalore it is 13 per cent. However, at 25 per cent, Delhi has the highest share of the 25-34 year old listeners. In comparison to this, Mumbai has the highest number of 45 yrs+ listeners, who form 24 per cent of the market’s total listenership, and 25 per cent of Bangalore’s total listenership, too, is in the 45+ age group.
Fragmentation seems to be a problem with radio as well. RAM data suggests that more the number of stations in a city, more is the fragmentation there. In Mumbai, the top three stations contribute to 54 per cent of the city’s listenership and the other seven stations have only 46 per cent. In Bangalore, which has nine stations in all, the top three contribute to 61 per cent listenership, however, in Delhi, the top three stations have only 45 per cent share, while the rest 55 per cent is with the eight other players in the market, making Delhi the most fragmented radio market.
The socio-economic profiling indicates that Delhi also seems to have the highest proportion of the SEC-A universe. Where Mumbai has a 20 per cent share of this segment and Bangalore has 28 per cent, Delhi has as much as 40 per cent listeners in the SEC-A.
Radio seems to the male medium. The gender-wise universe suggests that in all the three markets, there are more male radio listeners than female. The gap is the highest in Mumbai, where the male 12+ share is 57 per cent of the total pie. In Delhi, it is 56 per cent and in Bangalore it is 53 per cent.