MAM
Radio City 91 FM registers a 122% growth in Delhi: NRS
MUMBAI: Radio City 91 FM has shown a robust growth in listenership in Delhi. Quoting the latest NRS findings, the radio station said it has seen an unprecedented growth in listenership of 122 per cent in the capital.
A strong focus to keep the current listenership base loyal, coupled with innovative strategy to bring in fresh listeners is what has been the secret mantra behind the success, Radio City said in a release. Strategised programming and clever infusion of current chart-busters, mixed with popular retro music is what has kept up the Radio City listener tuned in to the station, the release added.
To attract the non-listeners, innovative events like the City Bajao Bike Le Jao contests were run. The success of this contest can be measured by the mind boggling 5 million SMSs received from Delhi by the station through the duration of the 15 day contest.
In fact, the Mumbai station kept up the tempo by notching up a 62 per cent increase in the listenership base to strengthen its existing position of the most popular hit music FM station.
Commenting on the findings, Radio City CEO Apurva Purohit said, “The findings clearly establish that Radio City is the number one choice for the masses of all classes in Mumbai and Delhi. As the pioneers of private FM radio in India we shall continue to work towards maintaining our position and also entertain our listeners with the best from the entertainment industry and simultaneously we are also providing complete value for money to our advertisers. Our innovative programming helps us to not only retain our existing listeners but also attract new ones.”
MAM
GUEST COLUMN: How data and adtech are driving OOH growth in India
Data and technology are reshaping OOH and boosting advertiser confidence.
MUMBAI: Out-of-Home (OOH) advertising is evolving from a traditional, location-driven medium into a data-informed channel that blends physical presence with digital intelligence. For Nipun Arora, co-founder of Osmo, this transformation is redefining how advertisers plan, execute, and measure campaigns in India. In this piece, Arora explores how traffic, mobility, and AI-powered data are enhancing site and audience insights, why DOOH is accelerating precision planning, and how authenticity, creativity, and repeat exposure are driving renewed advertiser confidence in OOH.
For years, Out-of-Home (OOH) advertising operated with minimal reliance on data. Site selection was largely driven by visibility, location, and a planner’s understanding of traffic patterns.
That is now changing rapidly.
The first shift came with traffic data, offering basic estimates of vehicular movement. This evolved into mobility data powered by GPS signals, enabling deeper insights into audience movement and behavior. Point-of-interest data further refined this by helping advertisers understand who is likely to be present around a location.
Today, artificial intelligence and computer vision are unlocking an entirely new layer of site and audience intelligence. Together, these data streams are transforming OOH from a real estate-led medium into a data-backed one.
The rise of Digital Out-of-Home (DOOH) is accelerating this shift. Campaigns can now be planned, scheduled, and optimized with increasing precision bringing OOH closer to an adtech model. That said, as a physical medium, OOH still operates within real-world constraints, making this transition gradual rather than absolute.
At the same time, advertisers are returning to OOH with renewed interest.
One of the biggest drivers is authenticity. Unlike digital platforms, OOH offers real-world visibility free from bots, fraudulent impressions, or ad blockers. What you see is what exists.
There’s also growing digital fatigue. Consumers are overwhelmed by constant online advertising, often choosing to skip or ignore it. OOH, by contrast, engages audiences naturally within their environment, without interruption.
Mobility further strengthens its impact. As people move through cities daily, OOH benefits from repeated exposure building recall over time in a way few channels can match.
Add to this the power of creativity. Large formats and contextual executions don’t just capture attention, they often extend beyond the physical space, finding life on social media.
Finally, the increasing availability of data at the planning stage is boosting advertiser confidence. Better insights mean better decisions and more accountability.
As cities grow and movement increases, OOH is uniquely positioned at the intersection of physical presence and data intelligence. Its evolution from billboards to big data isn’t just a technological shift, it’s a redefinition of the medium itself.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
