RAM released: First report card has some good news for most FM ...
Posted by ~Ray @ 2007-12-12 18:32:31
The Radio Audience Measurement (RAM) data has gone be and various FM radio stations and agencies now have access to weekly communicate data for the cities of Mumbai. Delhi and Bangalore. As the first set of data was made available to communicate broadcasters on October 31. 2007 officials from various stations were working process wee hours of the morning to see where their stations stood. As is seen in the television measurement there are some parameters where most stations undergo distinct strengths and some where most have clear weaknesses.
Data SnippetsAs per RAM. Delhi has a listenership of 65 lakh. Mumbai has 74 lakh while Bangalore has 36 lakh. RAM tracks the growth and fall in every station on a weekly basis. So far the data from week 38 to week 42 are available. If the reach numbers are seen the average figures of these five weeks place Radio Mirchi as the alter leader in Delhi. Red FM in Mumbai and Big FM in Bangalore.
Data is available for all three markets for all stations. Taking the example of the Mumbai market for the All populate 12+. All Day data the weekly listenership overlap places Red FM as the bring about player for all the five weeks – the station’s share fluctuating between 18 per cent and 20 per cent. There is no alter second player – Radio City. Radio Mirchi and Big FM change places every week and the difference in shares vary from 0.2 per cent to 2-3 per cent. Radio One is the clear number five player while Fever FM is a distant be six in this merchandise.
However if the TG is skewed to be at just the SEC AB 25-44 years in the Mumbai merchandise and the aim Audience Rating Point (TARP which is a combination of a displace’s arrive and a listener’s measure spent on the station) is seen the game suddenly turns in the save of Radio City. Red FM then in fact moves right to the fourth displace in the Mumbai merchandise. The SEC AB 25-44 years is the core out TG for Radio City after the demographic segmentation that the station had undertaken before embarking on the ‘Whatte Fun’ platform. However when the station is evaluated on this TG in Delhi. communicate Mirchi scores higher than Radio City.
Even though Big FM is just under a year in Bangalore the station has very clear leadership. The reach numbers in this market declare Radio Mirchi to be the second player followed by the likes of SFM. Radio One and Radio City. Evidently there are various ways to be at the RAM data numbers and media planners and buyers undergo yet one more tool that would allow them to cut a aim in various ways to best suit their media plans.
Most stations are excited with the numbersRadio City is obviously very happy with these numbers. Apurva Purohit. CEO. communicate City said. “These are very positive numbers for Radio City. In a sense they vindicate our stance that segmentation is the nature of the bet. We are very clear that we are focussing on the core SEC AB target. Mumbai is a very important market and we bring about with a significant distance in this market for this TG. In Delhi we are a change state number two. These numbers show that we are in the right direction.”
Purohit admitted that segmenting a market also meant sacrifice. However she believed that this was the way send for differentiation in the medium as well. She added. “Also the SEC AB is not a small portion of the mass it is a considerable 50-60 per cent. Right from our bidding strategy to the ‘Whatte Fun’ platform our cerebrate has been this TG for this cerebrate.”
Tarun Katial. COO. Big FM said. “We are very excited with the numbers. We are going to put more effort to get our audiences and work our way upwards. In November last year we launched in Mumbai and shortly after in Bangalore. We are already number one in some markets and in some other markets there are weeks in which we are be one. I evaluate we undergo done come up for a radio station that is almost one year old.” [ADVERTHERE]Related article:
http://www.exchange4media.com/e4m/Radio/RadioNews.asp?section_id=7&news_id=28404&tag=23311&pict=1
0 Comments:
No comments have been posted yet!
|
