According to a report released by AZ RESEARCH PPL commissioned by AROI, the FM Radio industry has seen tremendous growth during the Covid-19 period where the entire country is under lockdown.
FM Radio’s reach has grown to 51 Million during covid-19 lockdown from 48 Million Pre-Covid lockdown. The report also reveals that the time spent increased by 28% across the country. An increase of 23% has been observed in the average daily duration in listening of radio, which primarily has come on the back of a strong increase of 30 mins time spent on the medium.
An interesting point to note here is that all this radio listening is all indoors, and listeners are tuned in from their homes.
Radio has seen growth from SEC B,C,D/E
According to the report, COVID-19 INDIAN LOCKDOWN: Impact on Media consumption in Urban India, Radio penetration has grown at an overall level in Urban India Barring SEC A, all other SEC segments are showing a healthy growth in penetration.The report suggests growth has come from SEC C and D/E
SEC –B grew from 83% to 88% while SEC –C grew from 77% to 85% and SEC –D/E grew from 70% to 88% all these figures are from Pre-Covid 19 Lockdown period to During Covid-19 lockdown period.
Time Spent of SEC D/E has grown by 28% while SEC B has grown by 21%, SEC C has grown by 20%
Under lockdown the nation is tuned into radio from Home!
According to the report it was observed that across SEC segments, Radio listenership has shifted to in home, obviously due to the Covid-19 lockdown. Over 80% people are tuned in from their homes during the lockdown whereas only 60% were tuned in from their homes before the lockdown, this number is an average from all SEC sections.
However, interestingly, out of home listening is not NIL but is significant at 14% most of this is coming from people walking outdoors with radio on mobile.
