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
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
