More than 64 per cent Indians listen to FM radio every day

More than 64 per cent of the people in India listen to FM radio every day, according to AZ Research's Radio Listener's Research Report, confirming that despite being one of the oldest media radio stands tall in terms of reach. The increased acceptance of FM radio is attributed to the ease of access.

The study burst the myth that radio was largely consumed by SEC C consumers. While only 51 per cent from SEC C indulged in radio, a whopping 72 per cent of SEC A and B listened to radio on a daily basis. Another interesting revelation was the behaviour of the listeners. More than 71 per cent of the respondents preferred to listen to the same channel during a time slot indicating strong loyalty. Respondents who flipped channels were a meagre 16 per cent.

From the recall perspective also FM radio exhibited a better quality recollection. Radio had a significantly higher quality recall (43 per cent correct recall) as compared to television, which was only at 22 per cent. Regular listeners could remember elements like names of the programme, the RJ, main sponsors and even the contests that are run on the channel.