Mumbai: TAM Media Research Pvt Ltd has launched its RAM (Radio Audience Measurement) service, a radio listenership live panel, in Kolkata adding to Delhi, Mumbai and Bangalore. RAM is based on the diary methodology where 480 respondents each in Mumbai, New Delhi and Bangalore and now Kolkata log the details of the radio programmes they listen to each day in their diary, which will form the basis for tabulating the weekly radio listenership ratings for these markets.
Advertisers use the data for their radio spending decisions. About 4% of total media spending in India is on radio though it is growing at 30% annually in volume. For the first time ever, Kolkata radio stations have been ranked.
RAM data from week 23-27 (1st June to 5th July 2008) in demographics 12-year-plus in shows Radio Mirchi is leading with 21% market share while Big FM is at 20% Friends FM and Red FM have 11% each. Meow FM and Aamar FM have 8%. Fever 104, owned by HT Media Ltd, which publishes Mint, is shown at 7%, according to data shared with Mint by two separate radio operators.
Pradeep Hejmadi, senior vice-president, TAM Media, said that RAM will expand soon to Hyderabad and Chennai, and possibily Tier-2 cities. According to the RAM Kolkata Establishment Survey, whic was based on 3,000 interviews, radio penetration is around 65% of those surveyed.
Apurva Purohit, CEO, Radio City 91.1FM and president, Association of Radio Operators of India says: “Kolkata, like Mumbai, Delhi and Bangalore, is a fairly dense market when it comes to private FM. With RAM entering Kolkata, one expects more advertisers to hop onto the FM bandwagon and, this is something which will bring in incremental revenues for FM players.’’