One of the key findings of the survey is that working professionals are big consumers of FM radio, with nine out of 10 such respondents saying that they regularly listen to the radio.
As much as two-thirds of the students surveyed also claimed to be regular radio listeners.
The survey was conducted by consumer insights firm Toluna India in key cities and towns between December 19, 2022 and January 2, 2023.
Mobile phones and car music systems are the most used devices for radio consumption, it showed. Yatish Mehrishi, chief executive of Entertainment Network India Ltd (ENIL) that operates the FM radio brand Mirchi, said Tier-II and -III markets have emerged as key growth drivers for the radio industry, both on consumption and ad volume. “Post Covid-19, the radio listenership in these markets has seen good growth. Being a hyperlocal medium, it attracts a lot of retail clients in these markets. The overall ad volumes and the number of clients have also increased considerably,” he said.
The study said 33% of radio listeners ranked FM radio as the preferred medium for daily entertainment, followed by video/music streaming apps.
Further, 74% of radio listeners in these markets tune in more than three days every week with one out of every four decision-maker groups listening to the radio every day, according to the survey.
