The Hindu Business Line : Radio Ga-Ga — Audience ratings leave everyone guessing

New Delhi, Nov. 1 The first Radio Audience Measurement (RAM) has crowned its kings. Radio Mirchi, ranked number one across various parameters tracked by TAM Media Research, however, refuses to be crowned.

The figures are a joke, says Mr Prashant Panday, CEO, Radio Mirchi. “Of course everyone is happy with such huge numbers you would think all people do is listen to radio,” he says. Mirchi, rewarded with 55 lakh audience base for Delhi, has had concerns with the ‘diary methodology’ of the rating system, which it says is far from accurate.

Nevertheless, the long-awaited RAM figures have other industry players like Radio City upbeat, both for what they say is a reconfirmation of their success in Mumbai (they claim leadership across SEC, age group 25-44 across parameters) and for the industry at large.

Radio’s share in advertising is predicted to go from the current 3 to 7 per cent in two years. “The projection is due to both the expanding geographic reach of new stations and from the confidence that a radio currency would bring to the industry and media planners,” said Ms Apurva Purohit, CEO of Radio City, which is already selling spots at a 20 to 30 per cent premium, promises not to encash on the good news.

The figures, which make Mumbai the largest radio listening city with 74 lakh audience, have also thrown up other interesting insights like a high weekend listenership. Big 92.7 FM, the newest entrant of the business is also happy to be the largest in terms of reach in Bangalore and Mumbai (for the age group 12 and above). And this within a year of its launch, points out COO, Mr Tarun Katial.

TAM Media itself is not sure what’s being made out of its data, after all the still evolving industry can’t easily be categorised in genres like in television.

Everyone’s choosing parameters, picking target groups to share the final good news. With more than 40 players entering this market radio is considered the biggest media opportunities amongst some analysts.

Related Stories:
Radio Mirchi tops in listenership
Listenership rating for FM radio from November

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