IMRB

Media & Panel Group: Radio Research

We have been doing radio listenership tracks for some foreign broadcasters for close to two decades now. Ever since the FM boom in India, we have done some pioneering work in the field of radio research for private FM broadcasters viz.,

• Environment evaluation before the launch of a new station to get an understanding of the lay of the land, assessing music needs and profiling the potential listeners.
• LEP (Leisure, Entertainment & Pastime) research to understand the current entertainment habits of the potential listeners.
• Brand name research to test the brand name, the logo and the proposed packaging.
• Reach Measurement Studies to assess the reach of the medium / station pre and post launch.
• AMTs (Auditorium Music Tests) to test the client’s song library and give inputs of which songs to play, when to play them and at what frequency during the daypart to play them.
• Post launch listenership tracks to evaluate need gaps and do audience profiling for the station.
• Coincidental Dipstick researches like In-car radio listenership, Youth/ Housewife tracks to assess the listenership of various audience segments at the time of listening.
• Consumer Segmentation basis psychographics, favorite radio station, type of music listened to, etc.

We are also involved with the only Radio Audience Measurement system in India – RAM which is currently operational in Mumbai, Delhi, Kolkata and Bangalore.