Frequently Asked Questions?

What is RAM?

Radio Audience Measurement (RAM) is a measurement of listenership of radio stations. The survey is conducted in a specific target market which caters to the solution for advertisers and media agencies to plan and target their advertisement to the right audience and at the right time.

IRAM Radio survey is done across all cities in India due to which the data maintained by IRAM is more focused on the audience behavior living in metro as well as small cities where actually the advertisers want to target in.

Radio Audience Measurement

Radio Audience Measurement means how many people are in an audience of a radio station within a given market. As it relates to the measurement of radio listenership of broadcasted radio stations and digital streaming services are also being considered in the measurement. RAM can be termed as the trading currency of buying and selling commercial radio airtime.

How is Radio Listeners Counted?

The radio listeners are measured through a daily survey on a large scale using telephonic conversation with the audience in a specific region. The listenership of a radio station is counted by averaging the total coverage area population to the reach of that radio station. The data is stored in digital manner so that it can be further aligned as per various factors such as age, gender, favorite station, rotation of listening etc.

Top Radio Station in India

According to our survey in Q4 2019, Radio Mirchi leads with huge listeners’ base whereas Red FM remains second player and Big FM settling at the third position in country’s capital Delhi. 2019 Quarterly Survey state wise data is available on our website which can be accessed easily and for free.

Radio Channels in India

As of December 2018, there are more than 369 private radio stations in India which are currently in operations. The All India Radio has about 450 stations across India which covers almost 52% of Indian population. The numbers can be more than the accounted for the private stations, but most of the areas across India are covered by these 369 radio stations locally.

Measures of Listenership

IRAM measures for each station on the survey how many people listen to the station in an average week and how long they spend listening.

The listening data is collected by quarter hour. Respondents are asked if they have spent at least 5 minutes listening to a station within this time segment.

Weekly reach

Number of individuals listening to a station for at least 5 consecutive minutes in an average week.

Weekly hours

Number of hours spent listening to a station in an average week.

The share for a station is calculated as its number of hours divided by the total All Radio hours in the station’s TSA. When the data is then used on a planning system to buy airtime, it allows an advertiser to estimate.

Number of unique listeners

The number of unique listeners that will be exposed to the spot.

Average frequency

The average frequency with which each listener will hear the spot.

Socio-demographic profile

The socio-demographic profile of the listeners it will reach.

Each station is reported on a 3, 6 or 12 month sample, depending on its size. This is denoted by the letters Q, H or Y on the press release.

Each station is reported on its TSA, which size can range between 500,000 for the smallest station currently on the survey, to 850m adults for a National service.

Both geography and reporting period have to be taken into account when drawing comparisons between stations.