Radio more popular in B'lore than Delhi, Mum

Mumbai: November0 2, 2007.

Bangaloreans, on an average day, are the first to tune-in to radio (as early as 6 AM) when compared with Delhiites and Mumbaikars.

Radio consumption is highest in the 25-34 age group in Delhi, while the listener profile is in the 45-plus age group in Mumbai and Bangalore.

These are some of the findings released by Radio Audience Measurement (RAM) - a new division to track radio listenership launched by Television Audience Measurement (TAM) Media Research in association with Nielsen Media Research and IMRB International.

RAM will release data on a weekly basis from three cities - Mumbai, Delhi and Bangalore. Going forward, it will cover Kolkata and other cities in a phased manner.

According to RAM findings, the average weekly radio reach in Mumbai and Bangalore are almost at par with a threshold of 99.5% and 96.6%, respectively.

Delhi, however, is lower at 96.6%. Bangalore has the highest time spent listening (1,092 minutes/week) when compared with Mumbai and Delhi (845 mins/week & 796 mins/week, respectively).

Time spend on an average weekend in Delhi(117mins/day) is higher than that on an average weekday (108mins/day). The time spent listening to Radio in Mumbai is almost equal during an average weekday (123 mins/day) and an average weekend (122 mins/day).

In Bangalore, the difference is much higher (160 mins/day & 148 mins/day, respectively).

By Shamsheer (B Stan)