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, 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 . “