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Home Featured

RAM /TAM Adex – High listenership and advertising growth in Radio in the Golden Age Segment

by Editorial
September 7, 2020
in Featured, Radio
2 min read
RAM /TAM Adex - High listenership and advertising growth in Radio in the Golden Age Segment
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In continuation of earlier releases on post-Covid-19 growth in radio advertising, credibility and listenership in various segments, AROI shares the incredible growth in radio consumption by Golden Age segment ( 45 years p;ls) in 4 metros and the consequent phenomenal increase in advertisements targeted at this Decision Maker segment.

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. TAM. RAM data suggests that the growth in listenership 9 reach, TSL) is likely to be much more.

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

  • 308 percent growth in TSL, Mumbai.
  • 152 percent growth in TSL, Bengaluru.
  • 144 percent growth in Reach, Kolkatta.
  • 42 percent growth in Reach, Delhi.

The TAM Adex data also reflects consequent phenomenal growth in Advertising in certain categories due to the above.  The significant increases have been in :

  • Sweets. Other Milk Products – 353 percent.
  • Medicated Skin Treatment – 263 percent.
  • Fabrics, Garments, Furnish range – 262 percent.
  • Publications/Books –  185 percent
  • Food Products Range  – 164 percent
  • Loans, Mortgage  – 104 percent
Anurradha Prasad

Anurradha Prasad, President of Association of Radio Operators, India,  expressed “ It is exhilarating to note that Radio engagement has grown most in the Golden Age segment, in continuation of growth in all other segments ( Teens, Youth , Men, Women, Sec A etc).   Golden Age is the Decision Makers segment and the growth in TSL and reach here would have a very long term impact in growth in advertising on radio. The Adex figures suggest that the growth curve is already taking off . “

Tags: Anurradha PrasadAssociation of Radio Operators India

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