The growth in radio consumption by Teens in 4 metros has consequently resulted in phenomenal increase in advertisements targeted at Teens. As per post Covid -19 RAM research, listenership of Indian Teens and their engagement towards FM Radio has surged significantly.
The report revealed that Teen segment listenership and engagement in Kolkata has witnessed 72 percent growth in TSL, while Mumbai posted 50 percent growth in TSL. Delhi has clocked 35 percent growth in TSL followed by Bengaluru with 34 percent growth in Reach.
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 – 438 percent
- Music Albums – 319 percent
- Education-Other courses – 313 percent
- Cellular Phone Service – 120 percent
- Educational / Vocational Training Institutes – 157 percent
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.
Reacting to the encouraging trend in FM Radio segment, Anurradha Prasad, President of Association of Radio Operators, India, expressed, “ It is not surprising to see that Radio engagement has also grown phenomenally in Teen segment, as is has done in all other segments. Teens are the future of India and I am sure that their engagement with Radio will only grow with time, especially as the very active teen segment can listen into radio even while doing most other activities, be it walking, playing, biking or studying. Advertising growth definitely follows growth in listenership and engagement. “
Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd, said, “The findings are very exciting. The teen segment is consuming more of radio leading to a higher TSL across all metros. Radio works brilliantly as a companion medium to the teens who are plugged in through their handsets while studying or during recreational activities. This is also getting reflected in advertising spike in categories which are youth focused like Education, Training Institutes, Books and Publications etc. As a content strategy we have rolled out properties targeted at the youth like Digital Icon which is taking the social media by storm. This is the time for the advertisors to capture this TG with the right messaging!”
Said Abraham Thomas, CEO Big FM – “Radio surely is getting reimagined in the minds of listeners and advertisers. These numbers clearly bust the age old myth about the medium’s popularity amongst teens. Radio has shown a sizeable extension in outreach since the pandemic broke across the nation, keeping the listeners entertained and informed. It is the comfort companion of the millennials alike and with this rise in listenership, advertisers too are using the power of radio to reach out to their target audience. Its heartening to see this growth in listenership and advertising amongst men, women, SEC A and teens”.