RAM & TAM Adex reveals high growth on Radio in engagement with youth listeners

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Since the past few months radio listnership and radio advertising has been on the rise, earlier RAM /TAM shared how there has been a phenomenal growth in male, and female listnership, followed by a increase in massive adex growth on Radio from several categories from rising SEC A listenership.

This rise in listnership trend continues with the growth of radio consumption by Youth in 4 metros and the consequent phenomenal increase in advertisements targeted at Youth.

It may be noted that research by AZ Research PPL in April 2020 for top 6 metros had indicated that 82 percent of population (22 percent increase) had tuned in to FM Radio post covid -19 with a significant increase in listening time ( 23 percent increase).

The research also positioned FM Radio as the most credible media amongst Print, TV and Radio.

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The following are the significant increase in Youth segment listenership and engagement as per post Covid -19 RAM research.

  • 75 percent growth in Reach, Bengaluru.
  • 73 percent growth in TSL (Times spent in listening), Kolkata.
  • 42 percent growth in TSL, Mumbai.
  • 33 percent growth in TSL. Delhi. .

The TAM Adex data also reflects consequent phenomenal growth in Advertising in certain categories due to above.

The significant increases have been in:

  • Publications/Books – 518 percent
  • Education-Other courses – 313 percent
  • Cellular Phone Service – 120 percent
  • Banking – Services & Products – 67 percent
  • Auto – Automotive Fuel – 60 percent
  • eCom – Media , Entertainment, Social Media – 53 percent

Anurradha Prasad, President of Association of Radio Operators, India,Anurradha Prasad, President of Association of Radio Operators, India, said, “It is not surprising that Indian Youth are increasingly tuning into Radio for trustworthy information and quality entertainment.

“Radio has always been special to Youth and the new way of living that has emerged post Covid-19, has not only increased reach, but also time spent on listening not only in Youth, but all listenership segments.

“The consequent increase in advertising is a natural outcome of increased reach and the increased value of Brand Radio , specially due to the 100 percent accurate information that was broadcast by radio during these tough times and the affinity that all Radio stations built with citizens during this emergency,” Prasad said.

image-Harshad_Jain-Fever FM -MediaBriefHarshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd, said, “It is heartening to see the growth in radio listenership during these challenging times. The youth is clearly drawn to the medium for their infotainment needs, especially in metros.

“We are witnessing surge in listnership by the upscale and premium Sec. This is a great opportunity for new age brands to leverage radio’s strength and further increase brand recall.

“The uptick in advertising by brands that are men centric, owing to the rise in engagement with male listeners is another mark of achievement. I am positive that radio is on the right trajectory of growth and will bounce back stronger than ever,” Jain said.

Abraham Thomas, CEO Big FM, said, “Across demographics of gender, age and SEC, radio advertisers are using the growth in audiences to the advantage of their brands.

“That coupled with hyper local reach, credibility and influence, radio is becoming the go to medium with the staggered opening up of the economy. Let’s advertise,” Thomas added.

 

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Ashit Kukian, CEO – Radio City, said, “In this digitally savvy age, it is astounding to witness a surge in the youth listenership for radio as per the latest TAM Radio Adex Report.

“Youth is one of the most powerful, feisty and an influential segment when it comes to bringing about a change in the present and working positively to make a difference in the future.

“Radio has and will always make innovative content that connects with the pulse of the youth and will continue to leverage a fertile field for advertisers and brands that target the youth,” Kukian said.

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