How Popular is Radio amongst Youth?
Radio has turned to be quite effective as a new advertising media. It is the most local of all forms of media having a wide coverage and covering 97% of the country’s population.
It ensures a captive audience due to its low cast and ability to capture them on the move thereby ensuring greater interactivity.Radio offers tremendous opportunities for advertisers and media planners need to explore various options by which they can effectively use radio in their media mix. Therefore, to aid them in understanding the listening habits of the youth, this research was carried out.
This involved defining the population, sample size, selecting a sampling method and possible sources of errors. A number of parameters regarding the radio stations and their programs, the preference of listeners for various kinds of music etc were evaluated across the different age groups and analyzed using statistical methods. This analysis would help the prospective advertisers in understanding the listening habits of the youth better and thereby to make a wise decision in planning their media mix.
Keywords: Radio City, FM radio research/ survey, Listening habits of the youth, Radio Station Awareness, Listening habits of youth, Reach of radio, Media Mix, Media Planner
Dr. Rajesh Srivastava
Emeritus prof, Marketing, Simsr