After its success in the three metros of Delhi, Mumbai and Bangalore, exchange4media has learnt from Ernst &Young that TAM Media Research’s Radio Audience Measurement (RAM) would now be rolled out in three more cities – Chennai, Hyderabad and Kolkata.
In an email interaction, LV Krishnan, CEO, TAM Media Research, told exchange4media, “We should be rolling out RAM in Kolkata by July-end.”
He further said, “We are in discussions with the industry members for extending RAM to the two more cities – Chennai and Hyderabad. The exact timelines would be announced at an appropriate time.”
Ashish Pherwani, Senior Manager-Risk Advisory Services, Ernst & Young, said, “Once RAM is introduced in the other cities, confidence would build up, advertisers would be able to see how much listenership they are actually generating, making them feel more comfortable, and allowing them to see their returns in radio as a medium.”
TAM Media Research, which launched RAM in 2007, provides a measurement of radio listeners and taps the growth of the radio industry. The RAM panel, which measures radio audiences in Mumbai, Delhi and Bangalore, would now look beyond these cities.