MAM
Radio ads to get a boost as RAM expands footprint
MUMBAI: Radio Audience Measurement (RAM), launched by TAM Media Research in 2007 for the radio Industry, has expanded its footprint across nine additional Indian cities – Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune.
RAM has also released its first set of findings in these cities based on respondent data collected during May-August 2011.
In the last four years, RAM operated out of the four metros – Bangalore, Delhi, Kolkata and Mumbai.
TAM CEO LV Krishnan said, “Our commitment to take RAM beyond the four metros has fructified. This time, the RAM roll out is much wider and deeper. These nine cities will throw light to advertisers 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. As always, we will work very closely with the ndustry to help them understand the dynamics of this very high potential communication and brand building medium from these markets as well. Like in four RAM metros earlier, we believe that in these nine metros too, RAM’s entry will boost the radio advertising investments.”
RAM said that the study based on new cities offers some “very interesting trends” about radio listenership or consumption behaviour.
Some highlights are:
The universe size of the newly added nine markets is an impressive 50 per cent of the existing four RAM markets.
Southern markets observe higher FM penetration as compared to northern markets.
On an average, there is 95 per cent FM universe has been reached in a week across all the markets.
Chennai and Jaipur observe 100 per cent weekly reach.
Time spent listening among the nine new markets is comparatively more than the existing four metro markets.
Markets like Nagpur and Jaipur observe 28.29 (hh:mm) and 24.05 (hh:mm) time spent on a weekly basis.
While majority of the newly added nine markets observe heavy in home listening, OOH (out-of-home) listening in existing four metros market is higher compared to new markets.
Indore and Lucknow observe least OOH listening among the new RAM markets.
Majority of the new markets have heavy composition from male audiences whereas existing Mumbai and Kolkata market witness substantial composition from female audiences.
Listenership in northern cities like Delhi and Jaipur are skewed towards higher SECs. Markets like Nagpur and Kanpur are skewed towards lower SECs.
Morning time band observes highest listenership contribution across the day.
Indore market observes highest listenership contribution from mid morning time band.
Listenership contribution on Saturday and Sunday are higher for the new markets whereas in the existing markets Saturday observes least contribution.
Radio ADEX data reflects a very positive change that RAM has brought about in the radio advertising scenario ever since its launch in 2007.
“If one looks at 4 metros advertising numbers for the period of January-June 2011 and compare it with the same period in the year of RAM launch in 2007, ad duration volume grew by 87 per cent, new advertisers entered which resulted in an increase of 42 per cent in the advertiser base; and the number of brands participating in radio advertising grew by 45 per cent,” RAM said.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
