The Survey Process

How the survey is conducted?

The IRAM sample

The universe comprises all individuals aged 16 and over, living or working in the coverage area of the radio station in India.

Although children from the age of 10 are included in the survey, published figures are for Adults 16+, unless stated otherwise.

So that small stations can be surveyed, the overall adult sample is more than 450,000 per year  which equates to over 100,000 per quarter, with each respondent only participating just once.

The sampling is devised so that each station’s sample is representative of the area it covers. The smallest sample for a station on IRAM is 1000 adults over 12 months, for stations with a TSA (Total Survey Area) under 1,000,000. The stations in metro cities report on a quarterly sample of approximately 10,000 adults.

The IRAM sampling methodology

All our figures are based on telephone survey in the service areas of each station.

Our interviews are highly trained to establish pattern of listening as well as times and brands they listen to.

Economic Social class is also established by asking profession of the individual and house hold members

The Economic social categories are defined as follows:-

  • Category ‘A’ - Doctors, lawyers, judges & bankers are included in ‘A’ category.
  • Category ’B’- Clerical staff, semi-skilled workers, motor mechanics, sales person, middle management is included in ‘B’ category.
  • Category ‘C’- One man businesses, proprietors, shopkeepers are included in ‘C’ category.
  • Category ‘D’- Farmers, housewives, unemployed and day laborers are included in ‘D’ category.

The interviewing process

Participants in the survey went through telephone survey with a set of questions

Survey is continuous throughout 50 weeks of the year, excluding the national holiday period.

Quotas are set to ensure the best possible demographic representation of the area.

The questions

Once getting caller List, the interviewer make calls and asks a series of questions like what types of program they listened to, when they listened, how often they listened, what they preferred and number of radio sets etc…

The interviewer conducts a procedure in which each respondent is asked to the names of radio stations they listen.

The data processing and reporting

All survey data is quality checked.

The data is then weighted so that the representation of each demographic group is restored to its correct proportion in the area. Then by statistical analysis, our experts conclude the results of the survey and determine how many listeners are listening to each individual radio station.

Results for each station are published based on their TSA every quarter, with a sample based on the latest 3, 6 or 12 months of data depending on the size of the station's TSA.

Moreover, you can get the detailed information of listeners that falls under your radio station via our paid subscription. These services can be opted by filling in the details at

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.

Profiling Listeners

The following variables are available to IRAM subscribers when analysing the data:


- Sex

- Age

- Social grade

- Ethnic origin

- Region

- Working status

- Marital status

- Household composition

- Household tenure

- Employment status

Other Media Consumption

- Media Access

- Television Viewing habits

- Internet use

- Mobile devices use

- Newspapers Reading habits