Campaign India Team
Jan 20, 2023

Radio relevant in tier two and three markets in India

The Toluna report also stated that 33% of radio listeners ranked FM as their most preferred medium for daily entertainment, followed by video/music streaming apps

Radio relevant in tier two and three markets in India
According to a study conducted by Toluna, tier two and three markets in India continue to consume radio. 
 
FM listenership is high across these markets, with 80% of the respondents claim to be using the medium. Among the working professionals, this rises to 90%. The Toluna report further stated that 33% of radio listeners ranked FM radio as their most preferred medium for daily entertainment, followed by video/music streaming apps.
 
The study also revealed that 74% of radio listeners tune in more than three days a week. Seven out of 10 radio listeners tune in to radio for between 30 minutes to two hours every day. 60% of the respondents also claimed to be listening to radio at home. 
 
Dixit Chanana, country director, Toluna India, said, “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.”  
 
The study was conducted in December 2022 across more than 1,200 respondents. The markets covered were North and West India. 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 day ago

Goafest 2024 set to host creativity experts while ...

The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.

1 day ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

1 day ago

Clear Premium Water’s commercials champion ...

The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.

2 days ago

India bags 8 pencils and 10 shortlists at D&AD 2024

BBDO India earns one of four White Pencils given out this year for making a difference in the industry.