“RADIO LISTNERSHIP HABITS

AMONG THE YOUTH”

A PROJECT WORK ON RESEARCH

METHODOLOGY
POPULAR FM STATIONS IN NEW DELHI
INTRODUCTION
n Radio is the most exciting, involving and
powerful promotional medium.
Radio’s ability to tease, to create
dynamic promotional concepts, to
build anticipation and generate
excitement, to magnetize the
audience … the exhilaration radio
delivers for both audience and
advertisers is unparalleled.
n
IMPORTANT FACTS ABOUT RADIO
n The radio industry has been completely reshaped by
the various private players that entered the sector
after the government allowed foreign investment
into the segment and opened the licenses to the
private players .
n The Indian government has already given 338
licenses for FM radio channels in 91 big and small
towns and cities.
n The current size of the radio market is India is Rs 300
crores and is expected to achieve the highest
growth rate of 32 per cent in coming years.
RADIO AS AN ADVERTISEMENT MEDIUM
n Radio is a pervasive medium. The low
advertisement costs and extensive reach of
radio help advertisers quickly reach and
appeal to their target customers.
n For advertisers targeting small/niche
audiences, radio worked out to be much
more beneficial. Radio advertising is aptly
suited for local promotions, and once
audiences can be targeted, it has
tremendous potential to eat into local
mediums.
n
RESEARCH METHODOLOGY IN
RADIO
n Private channels conducted intensive
research to ascertain the
demographic profiles of radio listeners
in order to provide more targeted
programming.
n Identification of demographic profiles
was also expected to help private
players to attract more advertising
revenues, as it would enable them to
offer advertisers access their target
audiences.
RADIO LISTENERSHIP HABITS AMONG YOUTH

n OBJECTIVE OF THE STUDY –

 The study was undertaken to ascertain the Radio listenership
habits among the youth between the age group of 20 –30.
n SAMPLING SIZE
 Our sampling size was 30 respondents consisting of 20 Male
and 10 Female between the age group of 20-30 .Our sampling
size mostly consisted of young working adults working in HCL,
WIPRO, and STUDENTS also.
 Our study contains both primary as well as secondary data
n
SOURCES OF PRIMARY DATA
n We conducted a longitudinal study. We
designed structured Questionnaires to
gather information from listeners of
radio from Age groups of 20 to 30 .We
collected primary data by distributing
questionnaires to the youth between
the age group of 20 to 30. The survey
covers a sample size of 30
respondents between the age group
of 20 – 30.

SOURCES OF SECONDARY DATA
n Indian media monitor issue1,2,3.


n Websites of radio stations

n An Advertisers Guide To Better Radio Advertising by Andrew Ingram
and Mark Barber
n TAM MEDIA RESEARCH


n INDIA RADIO FORUM 2008



n HINDU BUSINESS LINE



n BUSINESS WORLD


n Advertising and Promotion by George.E.Belch & Michael A. Belch


QUESTIONNAIRES

 The Questionnaires we distributed to

the sampling size to gather information
about the Radio listenership habits
among the youth were structured
Questionnaires. The Questionnaires we
distributed contained Dichotomous
questions, multiple choice questions
and completely unstructured questions.
n
n Radio Stations operating in New Delhi
n
n Channel Broadcaster % share
n Radio Mirchi ENIL 24.8%
n Fever FM HT Music 17.0%
n AIR FM Gold All India Radio 15.5%
n Radio City Music Broadcast Private Ltd 10.0%
n Red Fm Sun TV, NDTV, Value Labs 8.5%
n Big FM Adlabs Radio 6.0%
n Radio One Mid-Day Multimedia 5.9%
n Meow FM Radio Today Broadcasting Ltd 3.9%
n Hit FM Clear Media 3.1%
n AIR FM Rainbow All India Radio 2.8%
n Vividh Bharti All India Radio 2.2%
n Akashvani All India Radio 0.3%
n
 where do people generally listen radio

PLACES PERCENTAGES



ONLY IN BUS\CAR OR AUTO 51%



ONLY AT HOME 23%



ONLY AT WORK PLACE 3%



AFTER WORLPLACE AND IN CAR 9%



AT THE WORKPLACE AND AT HOME 3%



THE CAR AND THE HOME 11%

Observations and data presentation
WHICH PART OF THE DAY PEOPLE
LISTEN TO RADIO

TIMINGS PERCENTAGES
MORNING 21.43
AFTERNOON 14.28
EVENING 17.14
NIGHT 47.14
Graph showing listenership during
different times
Importance of radio stations
RESEARCH FINDINGS
n Out of the total 30 respondents 51% of them listened
to radio only in the car /bus/auto ,23% of them
listened to radio only at home , 3% listened to
radio at workplace ,9% listened to radio at home
and in the car,3% listened to radio at the
workplace and at home, 11% listened to radio in
the car and at home.
n Out of the total 30 respondents 21.43% listened to
radio in the morning ,14.28% listened to radio in
the afternoon , 17.14 % listened to radio in the
evening and 47.14 % listened to radio in the night .
n
n
n
CONTINUED..
n Out of the total 30 respondents 29 %
did not switch radio channels during
advertisements whereas 71 %
switched radio channels during
advertisements.
n Out of the total 30 respondents the RJs
were recalled by only 32% of the
sample, 68% could not recall the RJs
n Out of the total 30 respondents 71% felt more
live shows should be added whereas 29 %
felt more live shows should not be added .
n Out of the total 30 respondents 69% felt
music was the most important factor for a
radio channel, 24 % felt the RJs were the
most important factor for a radio channel, 5
%felt the contests were important for a
radio channel and 2% felt news was
important for a radio channel.

THANK YOU!!
n PROJECT PREPARED BY!
 HEERA SINGH
 YOGITA SINGH
 JYOTI SINGH