Radio audience measurement rams everyone

New Delhi: The first Radio Audience Measurement (RAM) has put Radio Mirchi as number one across various parameters tracked by TAM Media Research.

Radio Mirchi, however, has refused to acknowledge the honour.

According to Prashant Panday, CEO, Radio Mirchi, the figures are a joke. The station, which was accredited with a 55-lakh audience base for Delhi, has been concerned about the ''diary methodology'' of the rating system, which according to it is way off the mark.

On the flip side, the eagerly awaited RAM figures have bolstered the enthusiasm of other industry players, such as Star''s Radio City, who say the RAM numbers are a reconfirmation of its achievements in Mumbai (claiming leadership across SEC, age group 25-44 across parameters), and for the industry at large.

Radio''s share of the advertising pie is predicted to go up from the current 3 per cent to 7 per cent in about two years.

Apurva Purohit, CEO of Radio City, says the projection is due to both the expanding geographic reach of new stations, and the confidence that a radio currency would bring to the industry and media planners. Radio City is reported to be selling spots at a 20 to 30 per cent premium.

The RAM figures make Mumbai the largest radio listening city with an audience of 74 lakh, with a high weekend listener base.

Big 92.7 FM, is also reportedly happy to be acknowledged as the largest in terms of reach in Bangalore and Mumbai (for the age group 12 and above).

However, TAM Media itself is not emphatic about what''s being construed out of its data, since the industry is yet to evolve to a point where it can be categorised on the basis of genres, like television is. For now, everyone''s choosing their own parameters and picking out target groups have a slice of the good news.

With more than 40 players entering this market radio is considered the biggest media opportunities amongst some analysts.