Time spent listening to radio increases to 2.36 hours everyday

Radio has always been a constant companion to everyone both in good and tough times It is one medium that has a PAN India reach right from the grassroot level to the metrosAccording to the latest research by AZ Research PPL across a sample size of 3300 people among 18 UA population 82percent people have been tuning in to radio during COVID19 with FM channels emerging as the second most credible source of information for the masses As per the research radio has a credibility score of 627 second only to the internet which is at 644 and TV at 574Infact the radio industry witnesses a listenership of 51 million people which is nearly as much as televisionrsquos reach of 56 million and social mediarsquos reach of 57 million A few more noteworthy highlights of the research include radiorsquos at home listenership which has increased by 22 percent and has grown from 64 percent to 86percent The time that people spend listening to radio has increased by 23 percent to 236 hours everyday during the lockdown second only to televisionAccording to Anuradha Prasad President of the Association of Radio Operators for India AROI It is very encouraging to note that Radio is evolving as one of the most preferred and most credible source of infotainment We are now almost catching up on TV in terms of audience the rise of 23 percent in total time spent per person on radio is phenomenal We are grateful to all our listeners and look forward to help evolve this media into greater heightsSharing his thoughts about the study Abraham Thomas CEO Big FM said The findings are in line with our expectations as we have been witnessing a sizeable increase in the response and engagement levels to our content since the outbreak of this crises Radio has led by example during this time and the feeling of knowing that yoursquore making a difference in the lives of our listeners is truly amazing The high levels of trust on radio high inhome listening and high listening on mobile habits have driven this surge in time spent and reach We thank our listeners and will continue to be there for them entertaining and informing them and together we will win this I truly believe this is Radiorsquos finest hourCommenting on these findings Ashit Kukian CEO Radio City said Since its inception radio has maintained its widespread reach and due to its ease of accessibility it has turned out to be one of the most accessed mediums With these latest findings it yet again proves that radio is one of those mediums which has the power to create awareness on local and national issues I take this opportunity to thank all the listeners for believing in the power of radio and for letting us prove time and again that radio will be on the forefront of helping the society in issues like the coronavirus outbreak which has turned out to be a global pandemicHarshad Jain CEO mdash Radio and Entertainment HT Media Ltd and Next Mediaworks Ltd said As the COVID19 pandemic takes over the world the role of entertainment mediums become all the more crucial Radio being a critical medium has the dual responsibility of not only entertaining the listeners but also ensuring that correct and genuine information reaches the countryrsquos citizens At a time like this the power and effectiveness of our medium increases manifold People are now tuning in to the radio sets more than ever for their daily entertainment needs and also to stay updated with credible information With the entire country under lockdown the listenership has shifted to inhome listening The entire radio industry stands together in these tough times to successfully win the fight against coronavirusCommenting on the Endings Prashant Pandey MD amp CEO ENIL said Irsquom happy to note that as per the AROI research radio listenership has grown strongly during the lockdown period This is not surprising considering the amount of very useful information radio is giving on a daily basis Radio is a strong medium for advertisers to use effectively now and alwaysNisha Narayanan Director amp COO Red FM and Magic FM said Radio has been playing a much bigger role it has been able to unite the linguistic and ethnic diversity and connect people from all backgrounds with its numerous arrays of frequency Radio offers last mile connectivity and the Iatest findings have proved once again that itrsquos a powerful and trusted medium to deliver messages to the audience We would like to thank all our listeners who have supported us and believed in the power of radioSource All SEC 18 UA Mumbai Delhi Bangalore Kolkata Pune amp HyderabadCatch up on all the latest Mumbai news crime news current affairs and a complete guide from food to things to do and events across Mumbai Also download the new midday Android and iOS apps to get latest updates MidDay is now on Telegram Click here to join our channel middayinfomedialtd and stay updated with the latest news