The Hindu Business Line : TAM Media launches Radio Audience Measurement

Mumbai May 30 TAM Media Research has expanded its base with the launch of Radio Audience Measurement or RAM. The service will provide a measurement of radio listeners and tap the growth of the radio industry. It will operate as an independent division of TAM Media Research.

Like the existing Television Audience Measurement or TAM, RAM is also a joint venture between market research firm IMRB International and Nielsen Media Research, the global information and media company.

Speaking at the launch, Mr L.V. Krishnan, Chief Executive Officer, TAM Media Research, said, "The RAM service is all set to accelerate the radio industry's growth via measurement. 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 had observed in TV."

According to a study by AdEx India, the division of TAM tracking advertisement segment in print, radio and television, radio became the fastest growing medium in terms of ad spends of Rs 500 crore in 2006, a growth of 58 per cent over the previous year.

The new radio service would provide measurement of listener reach, ad spends and peak listening times among other services. The President of IMRB International, Mr Thomas Puliyel, said the service has wide support from the leading players in the radio industry.

RAM ratings will be made available on a weekly basis by September 2007. The data would be of importance to media planning agencies and radio broadcasters. Initially, the RAM panel will measure radio audiences in Mumbai, Delhi and Bangalore.

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