MUMBAI: Out of home listenership is increasing at a fast clip in metros where the Radio Audience Measurement is currently operational, according to TAM Media research CEO LV Krishnan.
Speaking at the India Radio Forum, Krishnan pointed out that radio; unlike television, has huge growth potential in the FMCG segment. The mantra for 2009-2010 for advertising must be that radio and television industry must work in coordination with each other to provide value to the advertisers. Krishnan noted, It should not be radio versus TV but they should work in conjunction with each other and enhance the advertising segment with innovative radio campaigns….
The presentation pointed out that radio is still in its infancy stage and the radio industry should utilise radio research and target the advertisers rather than announcing their changing top radio station status,… Krishnan adds.
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To facilitate growth in radio advertising, there is a need to push advertisers to expand horizons of radio. The advertisers must use radio as a reach builder in the morning and frequency builder in the evening,… asserts Krishnan
The significant development, according to RAM data in the past few months, was the increase in the out of home listenership. The out of house listenership is an added advantage that the radio sector has over the television medium. There has been a 10 per cent growth year after year in radio listenership and this growth is evident across all day parts. The choice of content is being skewed to cater the individual needs on the listeners. The youth out of home listenership increased from 10 per cent to 24 per cent and the listenership would increase more if the government permits coverage of news and cricket live on radio.
Out of home listenership has been growing tremendously in the past 18 months. OOH listening grew from about 16 per cent in October 2007 to 25 per cent in Mumbai, 24 per cent in Delhi, 25 per cent in Bangalore and there has been a 14 per cent growth across all markets. However the out of home listenership has been the lowest in Kolkata, pointed out Krishnan. One observation which stood out in the RAM presentations was that the out of home listening for the weekends have shown a decrease.
Given similar advertising profile and consumption levels between FM and television, radio proves to be a must have in media mix of a plan, Krishnan said.
