8 out 10 people are listening to radio in Tier II & III markets
The findings are as per Toluna’s study across 30 markets
Tier II and III markets are showing some enlightening trends for the radio medium, according to Toluna’s recent study across 30 Tier II and III markets, with a sample base of over 1200 respondents. The detailed interviews were conducted among FM radio listeners belonging to 18 to 50 years, who are a part of the Toluna panel across genders, socioeconomic classes and employment status. The data collection was conducted between 19th December, 2022, and 2nd January, 2023. Toluna covered markets in North and West, including Ahmedabad, Jaipur, Indore, Chandigarh, Nagpur, Bhopal, Surat, Ludhiana, Udaipur, and Aurangabad, amongst others.
The study highlights that FM listenership is quite high in these markets, as 80% of the respondents claim they listen to Radio. The listenership is higher amongst working professionals, where 9 out of 10 consume it. Amongst students, a lesser number (66%) tune to the radio as compared to housewives and working professionals. Another big revelation from the study is 33% of radio listeners ranked FM Radio as the preferred medium for daily entertainment, followed by video/music streaming apps.
The highlights of the study are:
1. 74% of radio listeners tune in more than three days every week. Radio listening is a part of a daily routine for around 1 out of every 4 in the decision-maker group.
2. 7 out of 10 radio listeners tune in to Radio for between 30 minutes to 2 hours every day.
3. Another important highlight 6 out 10 people consume Radio at Home
Adding to the insights, Dixit Chanana, Country Director, Toluna India, says “Our study on radio listenership in tier II and III shows some interesting data points. 33% of radio listeners ranked FM Radio as the most preferred medium of daily entertainment. This is consistent with the study that we did in 2020. Apart from consumption on the go, more than 60% consume radio at home. The way people consume Radio in these markets is amazing, and I am sure the Radio fraternity will be very happy to see such kind of findings.”
