Indian Listenership Track 2006 (Wave 2): Mumbai strikes back

The Indian Listenership Track (ILT) 2006 is the first syndicated radio study of its kind, carried out by MRUC and its partner agency, ACNielsen ORG-MARG. The research is based on Yesterday Listenership (YDL) data in Mumbai and Delhi, with Kolkata being reported for the first time in Wave 2 (16th Sept - 25th Nov, 2006).



'Yesterday' listenership



Mumbai Diff
Wave 1 (2006) Wave 2 (2006) Percent change
Universe Per cent Per cent
Yesterday 33.6 35.9 2.3
In last 3 days 7.0 4.6 -2.3
In last 7 days 5.5 5.2 -0.3
1-2 weeks ago 4.1 4.0 -0.1
2-4 weeks ago 1.6 1.2 -0.4
More than 1 month ago 48.2 49.0 0.8


Radio listenership (as determined by Yesterday Listeners) has gone up in Mumbai by adding 3.5 lakh listeners. Also, there is a transformation from casual listeners to regular listeners as seen in last 3 days and a week ago.




Delhi & NCR Diff
Wave 1 Wave 2 Percent change
Universe Per cent Per cent
Yesterday 39.8 40.2 0.4
In last 3 days 7.6 6.5 -1.1
In last 7 days 6.5 6.0 -0.4
1-2 weeks ago 7.1 6.6 -0.5
2-4 weeks ago 4.2 5.2 1.0
More than 1 month ago 34.9 35.5 0.6

Delhi, as compared to Mumbai, has registered a marginal growth of 65,000 listeners.


Kolkata
Wave 2
Universe Percent
Yesterday 33.8
In last 3 days 18.5
In last 7 days 12.3
1-2 weeks ago 10.1
2-4 weeks ago 5.8
More than 1 month ago 19.6

One-third of the total listeners in Kolkata are regular listeners with 64 per cent 'last 1 week' listeners.

Regular vs. Casual listenership(YDL)


Net Listeners Growth (%)
YDL Last 1 week
Mumbai 6.9 -0.7
Delhi & NCR 1.1 -2.1

While Yesterday Listenership in Mumbai has grown by 6.9 per cent; one week Listenership has seen a drop of 0.7 per cent.

On the other hand Delhi's YDL has grown at a lower pace (1.1 per cent) as compared to Mumbai (6.9 per cent).

Weekday vs. Weekend listening



Mumbai
YDL Wave 1 Wave 2 Percent change
UNIVERSE Per cent Per cent
Any Day 33.6 35.9 2.3
Weekday 32.6 35.6 3.0
Weekend 36.2 36.8 0.6


Audiences seem to be giving a better ear to listening over the weekday than on a weekend. The growth in weekday audience is four times the growth in weekend audience.


Delhi & NCR
YDL Wave 1 Wave 2 Percent change
UNIVERSE Per cent Per cent
Any Day 39.8 40.2 0.4
Weekday 39.2 40.9 1.7
Weekend 41.1 38.4 -2.7

In Delhi & NCR, radio has a better listenership over the Weekday as compared to Weekend listenership.


Number of Stations listened to


Net Listeners Base: YDL Avg no. of Stations
Wave 1 Wave 2
Mumbai 1.6 1.7
Delhi & NCR 1.7 1.9


The number of stations listened to has gone up in both Mumbai and Delhi. Delhi continues to be ahead of Mumbai in this respect.



Listenership by Radio Stations


Mumbai
Wave 1 Wave 2 Percent change
YDL Per cent Per cent 6.9
AIR FM1 107.1 7.6 7.6 6.3
AIR FM2 100.7 11.4 13.3 25.0
AIR Primary 3.1 3.4 17.4
Radio City 91.1 34.7 35.5 9.5
Radio One 94.3 18.8 18.3 3.8
Radio Mirchi 98.3 44.4 49.3 18.7
RED FM 93.5 31.7 31.1 5.1

Consistent growth can be seen across all the radio stations. AIR FM 100.7 has gained the highest growth of 25 % in its reach. Radio City and Red FM have also registered a growth of 9.5 and 5.1 per cent respectively. Nevertheless, Radio Mirchi continues to retain its position by increasing its reach from 44.4 per cent in 2006 Wave 1 to 49.3 per cent in 2006 Wave 2.



Delhi & NCR
Wave 1 Wave 2 Percent change
YDL Per cent Per cent 3.8
AIR FM1 107.1 6.8 7.2 7.6
AIR FM2 100.7 20.2 20.1 0.3
AIR Primary 0.4 0.4 -15.4
Radio City 91.1 37.2 34.4 -6.4
Radio Mirchi 98.3 74.1 69.1 -5.8
RED FM 93.5 33.7 33.7 1.0

In Delhi & NCR, AIR FM 107.1 has gained the highest growth of 7.6 per cent by adding 31,000 listeners. Radio Mirchi again retains its position with a 69 per cent reach amongst Yesterday listeners.


Kolkata
Wave 2
YDL Per cent
AIR FM1 107.1 12.5
AIR FM2 100.7 6.1
AIR Primary 1.3
Radio Mirchi 98.3 68.0
RED FM 93.5 19.0
POWER FM 107.8 7.6
AAMAR FM 106.2 14.5

Radio Mirchi listenership follows its awareness with a maximum share of 68 per cent followed by Red FM & Aamar FM.

 

[bonddonraj]

Indian Listenership Track 2006: Delhi & NCR on a high note


The Indian Listenership Track (ILT) 2006 is the first syndicated radio study of its kind, carried out by MRUC and its partner agency, ACNielsen ORG-MARG. The research is based on Yesterday Listenership (YDL) data in Mumbai and Delhi. The first Wave of data, based on ten weeks, has been released for 2006. This has been compared to the average of the last four Waves in 2005.

Previous day’s listenership


Mumbai

2005 2006 Per cent change
Universe Per cent Per cent 1.9
Yesterday 33.0 33.6 3.8
In last 3 days 6.5 7.0 9.2
In last 7 days 3.6 5.5 56.7
1-2 weeks ago 4.4 4.1 -5.8
2-4 weeks ago 2.0 1.6 -19.2
More than 1 month ago 50.5 48.2 -2.7

The growth in radio listenership as defined by ‘Yesterday’ listeners has only increased by about 2 per cent in Mumbai. However, there has been a significant increase of about 57 per cent of listeners who had tuned in during ‘the last 7 days.’

Delhi & NCR

2005 2006 Per cent change
Universe Per cent Per cent 5.9
Yesterday 38.5 39.8 9.3
In last 3 days 9.6 7.6 -15.4
In last 7 days 7.4 6.5 -7.6
1-2 weeks ago 7.9 7.1 -5.3
2-4 weeks ago 4.8 4.2 -8.3
More than 1 month ago 31.8 34.9 -16.2

In Delhi & NCR, there has been a growth of 9 per cent in ‘Yesterday’ listeners. The number of listeners added in the region is 5.1 lakh. However, there is a decline in the listenership in the other categories.

Regular vs. Casual listenership

Net Listeners Growth (per cent)
YDL Last 7 days
Mumbai 3.8 10.2
Delhi & NCR 9.3 4.8

While ‘Yesterday’ listenership in Mumbai has grown by almost 4 per cent, the one week listenership has grown at a higher pace of 10 per cent. In Delhi & NCR, the growth in ‘Yesterday’ listenership is 9 per cent, while the growth in one week listenership is almost half that of Mumbai.

Weekday vs. Weekend listening


Mumbai
YDL 2005 2006 Per cent change
UNIVERSE Per cent Per cent 1.9
Any Day 33.0 33.6 3.8
Weekday 32.9 32.6 1.0
Weekend 33.3 36.2 10.9


Delhi & NCR
YDL 2005 2006 Per cent change
UNIVERSE Per cent Per cent 5.9
Any Day 38.5 39.8 9.3
Weekday 38.2 39.2 8.7
Weekend 39.3 41.1 10.8

While Mumbai’s listenership grows three times over the weekend than on weekdays, Delhi maintains a consistent listenership on all days. Overall, listeners in Delhi are five times than those in Mumbai, going by ‘Yesterday’ listenership. However, the growth in Mumbai at 18 lakh is much higher than the 5 lakh listeners in Delhi.

Listeners listening to radio in Mumbai on all the days of the week has gone up from 22 per cent to 25 per cent, an 18 per cent growth, adding 5.75 lakh listeners. In Delhi & NCR, the listenership is consistent on all days, though it performs better on a six-day week with a growth of 24 per cent.


Number of Stations listened to

Net Listeners Base: YDL Av no. of Stations
2005 2006
Mumbai 1.3 1.6
Delhi & NCR 1.4 1.7

With the increase in number of radio stations, the number of stations listened to has gone up, especially in Delhi & NCR.

Listenership by Radio Stations


Mumbai
2005 2006 Per cent change
YDL Per cent Per cent 3.8
AIR FM1 107.1 4.2 7.6 87.7
AIR FM2 100.7 5.3 11.4 123.8
AIR Primary 3.7 3.1 -11.9
Radio City 91 38.9 34.7 -7.4
Radio One 92.5 5.5 18.8 259.0
Radio Mirchi 98.3 42.8 44.4 7.7
RED FM 93.5 20.0 31.7 64.0
Vividh Bharati 7.3 5.4 -23.1

With the change in programming, the reach of Radio One in Mumbai has gone up from 6 per cent last year to 19 per cent. AIR FM has doubled its reach, growing by 124 per cent over last year. Red FM also witnessed an impressive growth of 64 per cent, with a listenership of 15.8 lakh. In terms of percentage share, Radio Mirchi continues to lead, with 44 per cent.

Delhi & NCR
2005 2006 Per cent change
YDL Per cent Per cent 3.8
AIR FM1 107.1 3.3 6.8 124.2
AIR FM2 100.7 11.5 20.2 92.5
AIR Primary 0.4 0.4 7.2
Radio City 91 35.7 37.2 14.1
Radio Mirchi 98.3 70.4 74.1 15.2
RED FM 93.5 20.0 33.7 84.4
Vividh Bharati 1.7 2.3 49.0

In Delhi, Red FM grew by 84 per cent and increased its reach from 20 per cent to 34 per cent in Delhi & NCR. AIR FM 100.7 also grew impressively by 92.5 per cent, taking its reach in the region to 20 per cent. Radio Mirchi again retained its position with a 74 per cent reach amongst Yesterday listeners.