TAM Media Research is adding Radio Audience Measurement (RAM) to its list of services. RAM would be launched jointly with IMRB International and Nielsen Media Research and will operate as an independent division of TAM Media Research. It would delve into listenership tracking, and will use the ‘Diary’ methodology for this.
The RAM ratings will be available on a weekly basis. The data will be made available by September 2007. To start with, Mumbai, Delhi and Bangalore will be measured with a panel of 480 individuals per city. RAM intends to cover around 10 cities in the country by the end of 2008. Kolkata is most likely to be the next market to come under RAM.
L V Krishnan, CEO, TAM Media Research, said, “The RAM service is all set to accelerate radio industry growth via measurement. The setting up of the RAM service signals maturity and professionalism of radio industry players who have come forth and pledged support for creating an industry-supported currency in a market.”
He added, “Currently, radio contributes three per cent of the total ad pie. Three years down the line, measurement will bring more business commitment to radio, enabling it to double its revenue like we have observed in TV.”
Elaborating more on the selection of the panel and the tracking process, Pradeep Hejmadi, VP, TAM Media Research observed that the whole process including the ‘Radio Establishment Survey’ and the Panel recruitment, training and counselling, that is already underway will take close to eleven weeks to complete. He explained, “The panel of 480 individuals per city will be selected from a broad panel of 3000 people, and will be based on the individual’s household size, language preferences, work status and other demographics.”
Mark Neely, Director – Media Research, Nielsen Media Research expressed his delight in launching the service in the country. “Seven days of listening from the same person will be able to provide actual reach and frequency of the station,” he pointed out.
The findings will be available to the subscribers through the software Radio Advisor that can be updated for the latest results on a weekly basis via the internet. The research body also plans to have ‘Go meter’, an electronic radio tracking meter, to be in place by 2008.
Thomas Puliyel, President, IMRB International explained more on the role IMRB will play with the consumer insights it can offer for RAM. He also agreed with L V Krishnan that RAM’s launch in India marks the coming of age of the radio medium. Last year, radio, with advertising revenue of Rs 500 crore, grew by 58 per cent over the previous year, making it the fastest growing advertising medium. TAM, IMRB and Nielsen believe that RAM will prove to be a shot in the arm for radio.