Tier II and III markets tuning in more to FM radio, new survey says

FM viewers in Stage II and III markets on the rise, with 80% of respondents to a survey saying they take heed to the radio.

One of many key findings of the survey is that professionals are giant customers of FM radio, with 9 in ten of those respondents reporting that they take heed to the radio recurrently.

At the very least two-thirds of the scholars surveyed acknowledged that they listened to the radio recurrently.

The survey was carried out by Shopper Insights Toluna India in main cities between December 19, 2022 and January 2, 2023.

Cellphones and automobile music programs are essentially the most generally used gadgets for radio consumption, it was discovered. Yatish MehrishiManaging Director of Leisure Community India Ltd (ENIL), which operates the FM radio model Mirchi, stated that Tier II and III markets have confirmed to be necessary development drivers for the radio trade, each when it comes to consumption and promoting quantity. “After Covid-19, radio audiences have grown effectively in these markets. Being a hyper-local medium, it attracts many retail prospects in these markets. The overall promoting quantity and the variety of prospects have additionally elevated considerably,” he stated.

In keeping with the examine, 33% of radio listeners ranked FM radio as the popular medium for each day leisure, adopted by video/music streaming apps.

Moreover, in keeping with the survey, 74% of radio listeners in these markets tune in additional than three days per week, with one in 4 determination makers listening to the radio on daily basis.