Contrary to popular perception, the recently released TAM Media Research’s Radio Audience Measurement (RAM) data reveals that across all the three tracked markets – Mumbai, Delhi and Bangalore – 85 per cent of radio consumption happens in home. Home listening is aligned to the universe across markets, whereas Out of Home (OOH) listening gets higher contribution from younger age groups.
Looking at the data more closely, OOH listening gets higher contribution from the upper SECs in Bangalore and Mumbai. Across markets OOH listening gets maximum contribution from males, while in Bangalore females’ contribution to OOH is higher as compared to share of female listeners in Mumbai and Delhi.
In Bangalore, 33 per cent of OOH radio listeners comprise 25-34 year olds, while in Mumbai and Delhi the age group comprises of 19 per cent and 25 per cent of listenership. In Bangalore, 27 per cent of the listening audience is above the age of 45, while Mumbai has close to 25 per cent listeners in this age group.
OOH listening gets higher contribution from the upper SECs in Bangalore and Mumbai. Mumbai has revealed a high home listenership from SEC D/E 12+ with 34 per cent. 39 per cent and 30 per cent of home listeners comprise SEC A 12+ listeners in the cities of Delhi and Bangalore.
Across markets OOH listening gets maximum contribution from males, while there is an almost equal for in home listening. Delhi has the lowest share of OOH female radio listeners with just 20 per cent.