Men Listenership Grows In Post COVID-19 India as per RAM & TAM Adex Data

A data released by RAM & TAM Adex after a comparison between the period 29 Dec 19 to 21 March 20 and 22 March 20 to 9 May 20 in the 4 metros namely Delhi, Mumbai, Kolkata, and Bengaluru has added to the findings done by researchers in the post-Covid -19 era in India. 

The findings reveal that though there has been a growth in the Women-centric brand advertising and Women Listenership, Engagements for men too are increasing at a similar pace and the country has seen healthy growth in men engagements and advertising targeting towards male customers. 

The research conducted in the top 6 metros by AZ Research PPL in April 2020 has shown that around 82% of the population which is recorded after 22% increment has turned their FM Radios on post-Covid -19 and also increased their listening time by 23 %. The research has famed FM Radio as the best option when it comes to convincing people among three prominent players in the market that is the Print, TV, and Radio.

The data from RAM & TAM Adex shows that with the high growth rate in Women engagements, men category too came up with a significant increase. 

The following list shows a significant increase in Male listenership and engagement as per post-Covid 19 RAM research release:

• 82 percent growth in TSL, Mumbai.
• 53 percent in TSL, Bengaluru.
• 26 percent growth in reach, New Delhi.
• 22 percent in reach, Kolkata.

The TAM Adex data ( 29 Dec 19 to 21 March 20 VS 22 March 20 to 9 May 20 ) also comes up with the same story of high growth in Advertising targeted to Men.

 The significant increases have been in :

• Loan Professional / Personal – 5868 percent.
• Restaurants/ Lodges – 1108 percent.
• Adhesives – 173 percent.
• Professional Services / Financial Services – 100 percent.
• Retail Auto / Automotive Fuel – 100 percent.
• Chit Fund /Benefit Fund – 100 percent.

Anurradha Prasad, President of Association of Radio Operators, India, expressed – “I am very pleased to see continuing trends in an increase in listenership, engagement, and advertising in FM Radio post covid -19. It is heartening to see that along with Women, Men also have been increasingly turning to Radio for infotainment needs. The increase in Advertising oriented to Men is a continuation of recovery to a high growth scenario for FM Radio.”

Abraham Thomas, CEO, Big FM said – “Radio has been a constant companion for our male listeners while at home through this lockdown, leading to a commendable 20% plus an increase in Listenership amongst Men. Most Heartening to see that it has resulted in a direct increase in advertising targeted towards men across various categories. Radio can help revive the economy, let’s advertise!”