Indian radio to get measurement tool

Like the RAJARs in the UK, a new system is being put into place to measure listeners on Indian radio.

TAM Media Research, in association with Nielsen Media Research and IMRB International, is all set to roll out its new scheme called RAM. Beginning September 2007, the ratings will be made available on a weekly basis, initially in Mumbai, Delhi and Bangalore.

RAM will employ the ��diary method�۪ to measure listenership across cities in India. This method is widely practised in places such as the UK, the US and Australia. Radio advertising in India witnessed a growth of 58% over last year. Mark Neely, director, media research, Nielsen Media Research, observed that as markets diversify and the number of radio stations increase, listenership also rises substantially.

RAM promises robust data with extensive analysis using the ��diary method�۪, the Radio Advisor Software and a sample size of 3,000 per city. Clearly, the industry is gung-ho about the initiative and is giving it the requisite support. Broadcasters such as Red FM, Radio City, Fever FM and Big FM have come out with a big thumbs up.

Advertisers seem to be awaiting the data eagerly. Rahul Welde, general manager, Media Services, HLL, says, ���We welcome RAM because it will pave the way for a better manifestation of facts and quality of data, hence giving a better picture.�۝ He says this move will be beneficial for HLL as the company plans to grow its radio spends significantly in the future.

Evidently, there are a lot of expectations from TAM Media Research�۪s new tool. It will be interesting to note what inferences MRUC derives from its pilot test. Two different measurement techniques for radio listenership could well be a possibility.