RAM all set to boost Radio Advertising across 9 additional Cities

RAM (Radio Audience Measurement), launched by TAM Media Research in 2007 for the Radio Industry, is all set to boost radio advertising across 9 additional key commercial Indian cities. Those nine additional cities are Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune. RAM has released its first set of findings basis sweeps in these cities basis Universe Establishment Study and Panel based Respondent data collected during May-August 2011. For the last 4 years, RAM operated out of the four Indian metros ' Bangalore, Delhi, Kolkata and Mumbai.

This study comprised of two steps:

· Radio Establishment Survey

o Defining & Updating the Reporting Universe for RAM

o Ascertain factors that influence radio consumption

o Help in setting the sampling frames for the panel setup

· Panel Recruitment, Counseling & Reporting

o Random, stratified sampling will ensure robust representation

o Dedicated & Experienced panel counseling and management team will deliver the highest quality through respondent compliance.

- Southern markets observe higher FM penetration as compared to northern markets.

- Chennai and Jaipur observe 100% weekly reach.

- Markets like Nagpur and Jaipur observe 28.29 (hh:mm) and 24.05 (hh:mm) time spent on a weekly basis.

- Indore and Lucknow observe least OOH listening among the new RAM markets.

- Listenership in Northern cities like Delhi and Jaipur are skewed towards higher SECs. Market like Nagpur and Kanpur are skewed towards lower SECs.

- Indore market observes highest listenership contribution from Mid Morning time band

- Listenership contribution on Saturday and Sunday are higher for the new markets whereas in the existing markets Saturday observes least contribution