“RADIO LISTNERSHIP HABITS AMONG THE YOUTH”

A PROJECT WORK ON RESEARCH METHODOLOGY

POPULAR FM STATIONS IN NEW DELHI

INTRODUCTION
n Radio is the most exciting, involving and

powerful promotional medium. Radio’s ability to tease, to create dynamic promotional concepts, to build anticipation and generate excitement, to magnetize the audience … the exhilaration radio delivers for both audience and advertisers is unparalleled.
n

IMPORTANT FACTS ABOUT RADIO
n The radio industry has been completely reshaped by

the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players . n The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. n The current size of the radio market is India is Rs 300 crores and is expected to achieve the highest growth rate of 32 per cent in coming years.

RADIO AS AN ADVERTISEMENT MEDIUM
n Radio is a pervasive medium. The low

advertisement costs and extensive reach of radio help advertisers quickly reach and appeal to their target customers. n For advertisers targeting small/niche audiences, radio worked out to be much more beneficial. Radio advertising is aptly suited for local promotions, and once audiences can be targeted, it has tremendous potential to eat into local mediums.
n

RESEARCH METHODOLOGY IN RADIO
n Private channels conducted intensive

research to ascertain the demographic profiles of radio listeners in order to provide more targeted programming. n Identification of demographic profiles was also expected to help private players to attract more advertising revenues, as it would enable them to offer advertisers access their target audiences.

RADIO LISTENERSHIP HABITS AMONG YOUTH
n OBJECTIVE OF THE STUDY –

The study was undertaken to ascertain the Radio listenership habits among the youth between the age group of 20 –30. Our sampling size was 30 respondents consisting of 20 Male and 10 Female between the age group of 20-30 .Our sampling size mostly consisted of young working adults working in HCL, WIPRO, and STUDENTS also. Our study contains both primary as well as secondary data

n SAMPLING SIZE

n

SOURCES OF PRIMARY DATA
n We conducted a longitudinal study. We

designed structured Questionnaires to gather information from listeners of radio from Age groups of 20 to 30 .We collected primary data by distributing questionnaires to the youth between the age group of 20 to 30. The survey covers a sample size of 30 respondents between the age group of 20 – 30.

SOURCES OF SECONDARY DATA
n Indian media monitor issue1,2,3.

n Websites of radio stations n An Advertisers Guide To Better Radio Advertising by Andrew Ingram

and Mark Barber n TAM MEDIA RESEARCH

n INDIA RADIO FORUM 2008

n HINDU BUSINESS LINE

n BUSINESS WORLD

n Advertising and Promotion by George.E.Belch & Michael A. Belch

QUESTIONNAIRES

The Questionnaires we distributed to the sampling size to gather information about the Radio listenership habits among the youth were structured Questionnaires. The Questionnaires we distributed contained Dichotomous questions, multiple choice questions and completely unstructured questions.

n

n Radio Stations operating in New Delhi n
n Channel n Radio Mirchi n n n n n n n n n n n

Broadcaster % share ENIL 24.8% Fever FM HT Music 17.0% AIR FM Gold All India Radio 15.5% Radio City Music Broadcast Private Ltd 10.0% Red Fm Sun TV, NDTV, Value Labs 8.5% Big FM Adlabs Radio 6.0% Radio One Mid-Day Multimedia 5.9% Meow FM Radio Today Broadcasting Ltd 3.9% Hit FM Clear Media 3.1% AIR FM Rainbow All India Radio 2.8% Vividh Bharti All India Radio 2.2% Akashvani All India Radio 0.3%

n

where do people generally listen radio

PLACES

PERCENTAGES
51% 23% 3% 9% 3% 11%

ONLY IN BUS\CAR OR AUTO ONLY AT HOME ONLY AT WORK PLACE AFTER WORLPLACE AND IN CAR AT THE WORKPLACE AND AT HOME THE CAR AND THE HOME

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Observations and data presentation

WHICH PART OF THE DAY PEOPLE LISTEN TO RADIO
TIMINGS MORNING AFTERNOON EVENING NIGHT

PERCENTAGES 21.43 14.28 17.14 47.14

Graph showing listenership during different times

Importance of radio stations

RESEARCH FINDINGS
n Out of the total 30 respondents 51% of them listened

to radio only in the car /bus/auto ,23% of them listened to radio only at home , 3% listened to radio at workplace ,9% listened to radio at home and in the car,3% listened to radio at the workplace and at home, 11% listened to radio in the car and at home. n Out of the total 30 respondents 21.43% listened to radio in the morning ,14.28% listened to radio in the afternoon , 17.14 % listened to radio in the evening and 47.14 % listened to radio in the night .
n n n

CONTINUED..
n Out of the total 30 respondents 29 %

did not switch radio channels during advertisements whereas 71 % switched radio channels during advertisements. n Out of the total 30 respondents the RJs were recalled by only 32% of the sample, 68% could not recall the RJs

n Out of the total 30 respondents 71% felt more

live shows should be added whereas 29 % felt more live shows should not be added . n Out of the total 30 respondents 69% felt music was the most important factor for a radio channel, 24 % felt the RJs were the most important factor for a radio channel, 5 %felt the contests were important for a radio channel and 2% felt news was important for a radio channel.

THANK YOU!!
n PROJECT PREPARED BY!
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HEERA SINGH YOGITA SINGH JYOTI SINGH

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