According to a recent study by Toluna India, FM radio listenership is quite high in the country’s Tier II and III markets.

The study, conducted between December 19, 2022 and January 2, 2023, surveyed over 1200 FM radio listeners aged 18-50 from different socioeconomic backgrounds and employment status, across 30 Tier II and III markets in the North and West regions of India.

80 percent respondents claimed they listened to radio. Amongst working professionals, this rises even higher to 90 percent, but amongst students only 66 percent tune to the radio.

The study also found that 33 percent of radio listeners ranked FM Radio as the preferred medium for daily entertainment, followed by video/music streaming apps.

74 percent listeners tune in for more than three days a week. 70 percent tune in for between 30 minutes to 2 hours every day, with 60 percent listening at home.

Listenership peaks during morning and evening hours, with morning listening being a universal trend and evening listening being driven primarily by salaried individuals. The survey also found that mobile phones and car music systems are the most commonly used devices for listening to the radio.

Dixit Chanana, Country Director, Toluna India, said: “Our study on radio listenership in tier II and III shows some interesting data points. 33 percent of radio listeners ranked FM Radio as the most preferred medium of daily entertainment. This is consistent with the study that we did in 2020. Apart from consumption on the go, more than 60 percent consume radio at home.”