Toluna India’s latest findings from a study conducted across 30 Tier II & III markets highlight significant trends in radio listenership, offering valuable insights into the medium’s reach and influence in these regions.
The study, based on interviews with over 1200 respondents aged 18 to 50 years, surveyed FM radio listeners from diverse demographics including gender, socioeconomic classes, and employment status.
The data collection, which took place between December 19, 2022, and January 2, 2023, covered markets in North and West India, including cities such as Ahmedabad, Jaipur, Indore, Chandigarh, and Nagpur.
The research points to emerging patterns in the way audiences in smaller cities and towns engage with radio, underscoring its growing relevance in the media mix for these regions.
The study highlights that 70% of the respondents claim they listen to radio for between 30 minutes to 2 hours every day. 8 out of 10 people are listening to Radio in Tier II & III markets. 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.
According to an online survey conducted by Toluna, a technology-driven market research company providing real-time insights, the following key findings were highlighted:
- 8 out 10 people are listening to Radio in Tier II & III markets.
- 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.
- Another important highlight 6 out 10 people consume Radio at Home.
