By A Correspondent
Radio is one of the oldest mediums but it still stands tall when it comes to reach, states AZ Research’s Radio Listener’s Research Report. According to the report, more than 64 per cent of people listen to FM radio every day. They attributed the increased acceptance of FM radio to the ease of access.
A detailed research analyzing the consumption pattern, the study burst the myth that radio was largely consumed by Sec C of the consumers. While only 51 per cent from Sec C indulged in radio, about 72 per cent of Sec A and B listened to radio on a daily basis. Another interesting revelation was the behaviour of the listeners. As per the report, more than 71 per cent of listeners preferred to listen to the same channel on the same time indicating strong loyalty. Respondents who flipped channels were a meager 16 per cent.
From the recall perspective also FM radio exhibited a better quality recollection. Radio had a significantly higher quality recall (43 per cent) as compared to television, which was only at 22 per cent. Regular listeners could remember elements like name of the program, name of the RJ, the main sponsors of the program and even the contests that are run on the FM channel.
Elaborating on the research, Sujay Misra, Managing Director, AZ Research Pvt Ltd, said, “Radio provides marketers with great reach and quality recall but is often underrated. Though slowly marketers are realizing its potential and are adopting focused approach. I am confident it will not increase the spend on radio but also give way to a more focused brand building campaigns rather than tactical ones that is been aired.â€
An in-depth analysis on the penetration across the country according to findings though with a 94 per cent Bangalore exhibited highest acceptance to the medium, tier 2 cities like Jaipur (89 per cent) and Lucknow (82 per cent) were also not far behind reiterating the national acceptance of the medium. Interestingly, while the centers in the South of the country seems to be more content driven, the rest of the centers were more music driven. From consumption mode standpoint mobile phones (71 per cent) topped the chart as followed by radio sets (53 per cent) and then web (21 per cent).