From auto to insurance, brands track the men on the FM radio trail

The growing band of male radio listeners is drawing in auto, insurance brands; changing the nature of the medium and traditional advertising patterns

What does the fact that more men are listening to radio mean? Or that more people are listening to it in the car? It means a drop in FMCG (fast moving consumer goods) advertising and a rise in advertising by brands that target male consumers, such as cars, banking and financial services. “The audience is becoming more male and 35 plus years. Women have given way to men, that is a big change in the last 5-7 years,” says Prashant Panday, managing director and CEO of the Rs 635 crore Entertainment Network India. It operates Radio Mirchi the largest operator