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Radio leads in customer reach, says AZ Research Report

More than 64% listen to FM Radio every day. The report attributes the increased acceptance of FM radio to the ease of access

BestMediaInfo Bureau | Mumbai | August 1, 2016


Radio is one of the oldest mediums but it still stands tall when it comes to reach states, said the AZ Research’s Radio Listener’s Research Report. Over 64 per cent of people listen to FM radio everyday, said the report and attributed the increased acceptance of FM to the ease of access.

The study burst the myth that radio was largely consumed by Sec C of the consumers. Only 51 per cent from Sec C indulged in radio, while a whopping 72 per cent of Sec A and B tune in 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 at the same time, indicating strong loyalty. Respondents who flipped channels were a meagre 16 per cent.

From the recall perspective, FM radio exhibited a better quality recollection. Radio had a significantly higher quality recall (43 per cent correct recall), compared to television, which was only at 22 per cent. Regular listeners could remember elements like name of the programme, name of the RJ, the main sponsors of the programme and even the contests that are run on the FM channel. This shows that FM Radio is a high involvement category in comparison to television and print.

Sujay Misra, Managing Director, AZ Research, said, “Radio provides marketers with great reach and quality recall but is often underrated. Though slowly, marketers are realising 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.”

According to findings, Bangalore exhibited highest acceptance to the medium standing at 94 per cent. Tier II 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 centres in the south seem to be more content driven, the rest of the centres were more music driven. From a consumption standpoint, mobile phones topped the chart with 71 per cent, followed by radio sets at 53 per cent and then web 21 per cent.

The report tried to understand the FM Radio listening behaviour compared to other mediums and to elucidate many myths that marketers and media buyers have about FM Radio as a medium. The study was conducted on 45,000 respondents comprising SEC A/B/C consumers between the age group of 14-50 years. It covered key cities such as Ahmedabad, Pune, Hyderabad, Chennai, Jaipur, Lucknow and Bangalore.


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