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Indian Radio Measurement Expanded

October 10 2011

In India, Radio Audience Measurement (RAM), a division of TAM Media Research has announced plans to expand its coverage of listening habits by nine cities, bringing the total to thirteen. The company has also released data on the new locations collected from May to August this year.

The original cities are Bangalore, Delhi, Kolkata and Mumbai and the new cities are Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune. The new markets increase coverage by 50%.

The company conducted a study earlier this year to establish the survey universe, followed by panel recruitment and segmentation activities which allowed it to report the demographics of the new areas. The next round of data collection will take place in February-March 2012.

TAMís CEO L V Krishnan comments: ĎThese nine cities will throw light on advertisers about the interaction radio is bringing to their consumers and also help Broadcasters fine tune their basket of programming to these Audiences. This will help propel higher commercial viability for the Industry at large. Like in four RAM metros earlier, we believe that in these nine metros too, RAMís entry will boost the radio advertising investments.í

He added that since RAMís launch in 2007 the ad duration volume had gone up by 87%, there had been an increase of 42% in the advertiser base, and the number of brands participating in radio advertising has gone up by 45%.

Web site: www.tamindia.com .

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