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Project 3 d wave 3 Group M FM radio research 2016

Zunair Shah
Zunair Shah
Zunair Shah G M Sales at Mera FM 107.4

Group M Research on FM Radio Stations

Project 3 d wave 3 Group M FM radio research 2016

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Project 3D
Wave 3
Findings
What is 3D?
• 3D is the most sophisticated media research , targetingand pre-planningtoolavailable
• It links Brands, Consumers and Media all in a SINGLE research database
• Provides the most comprehensive source of insight,beyond any other data source available.
• Based on a quantitative research conducted amongsta representative sample of the population
• 3D was first launched in the UK in 1999. Since then, it has extended into multiple markets being tested
over 80,000 consumers.
• In Pakistan, the first wave of 3D was launched in 2012, second wave in 2014 and launched the third wave
in 2016.
The Quantitative Study was conducted with the following TargetRespondents
Areas
Covered
31 cities of
Pakistan-
Urban
SEC Targeted
SEC A toD
Targeted
Gender
Male
Female
AgesTargeted
15 to 55Years
Gender Age SocioEconomic
Class
Geography
Research Design
305
300
300
1200
870
403
400
Multan
Gujranwala
Hyderabad
Peshawar 225 Mardan 90
Sukkur 110 Sialkot 125
Larkana 100 Sheikhupura 100
Nawabshah 80 Okara 96
MirpurKhas 80 Kasur 90
Lahore
Faisalabad
RWP/ISB
Dadu 50 Sargodha 125
Bahawalpur 125 Gujrat 90
Rahim YarKhan 90 Jhang 100
Dera GhaziKhan 80 Jehlum 60
WahCantt 80 Sahiwal 90
Abbotabad 50 Quetta 190
Gawadar 50 Muzaffarabad 30
Major Cities
Karachi
Rest of Urban
Total-6044
Male-3082 Female-2962
Achieved Sample – Urban
95% 35% 60%
13% 27% 95%
Urban Sample: 6,004, 31 cities
Urban
Pak-Urban
Media Penetration
Past 1Month
Past 1year Past 6Months Past 3Months
24% 21% 13%
Past 1Months
28% 05%
Past 1Week
Radio listenership Pattern
(19 to24)-11% (25 to34)-14% (35 to45)-14% (46 to55)-09%(15 to18)-14%
Male-14% Female-11% KLI-12% ROU-13%
SECA-14% SEC B-11% SEC C-13% SEC D-12%
Past 1 Months
Listenership of males is higher than females
KLI: Karachi, Lahore, Islamabad ROU: Rest of Urban (Other than KLI)

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Project 3 d wave 3 Group M FM radio research 2016

  • 2. What is 3D? • 3D is the most sophisticated media research , targetingand pre-planningtoolavailable • It links Brands, Consumers and Media all in a SINGLE research database • Provides the most comprehensive source of insight,beyond any other data source available. • Based on a quantitative research conducted amongsta representative sample of the population • 3D was first launched in the UK in 1999. Since then, it has extended into multiple markets being tested over 80,000 consumers. • In Pakistan, the first wave of 3D was launched in 2012, second wave in 2014 and launched the third wave in 2016.
  • 3. The Quantitative Study was conducted with the following TargetRespondents Areas Covered 31 cities of Pakistan- Urban SEC Targeted SEC A toD Targeted Gender Male Female AgesTargeted 15 to 55Years Gender Age SocioEconomic Class Geography Research Design
  • 4. 305 300 300 1200 870 403 400 Multan Gujranwala Hyderabad Peshawar 225 Mardan 90 Sukkur 110 Sialkot 125 Larkana 100 Sheikhupura 100 Nawabshah 80 Okara 96 MirpurKhas 80 Kasur 90 Lahore Faisalabad RWP/ISB Dadu 50 Sargodha 125 Bahawalpur 125 Gujrat 90 Rahim YarKhan 90 Jhang 100 Dera GhaziKhan 80 Jehlum 60 WahCantt 80 Sahiwal 90 Abbotabad 50 Quetta 190 Gawadar 50 Muzaffarabad 30 Major Cities Karachi Rest of Urban Total-6044 Male-3082 Female-2962 Achieved Sample – Urban
  • 5. 95% 35% 60% 13% 27% 95% Urban Sample: 6,004, 31 cities Urban Pak-Urban Media Penetration Past 1Month
  • 6. Past 1year Past 6Months Past 3Months 24% 21% 13% Past 1Months 28% 05% Past 1Week Radio listenership Pattern (19 to24)-11% (25 to34)-14% (35 to45)-14% (46 to55)-09%(15 to18)-14% Male-14% Female-11% KLI-12% ROU-13% SECA-14% SEC B-11% SEC C-13% SEC D-12% Past 1 Months Listenership of males is higher than females KLI: Karachi, Lahore, Islamabad ROU: Rest of Urban (Other than KLI)
  • 7. Radio Penetration in Past 1 Month Karachi 11% Hyderabad 14% Lahore 12% Dadu 4% RWP/ISL 12% Gujranwala 30% Faisalabad 6% Mardan 28% Multan 8% Sargodha 10% Sukkur Bahawalpur Sialkot Gujrat Peshawar 25% 14% 12% 12% 19% Larkana Rahimyarkhan Sheikhupura Jhang Abbotabad 17% 9% 20% 3% 22% Nawabshah D.G Khan Okara Jehlum Gawadar 13% 5% 5% 13% 2% MirPurKhas Wah Cant Kasur Sahiwal Quetta 4% 3% 22% 8% 15% Gujranwalahas the highest usage ofradio inthe past 1 Month, followedby Mardan Upper Sindh 14% Lower Sindh 14% Southern Punjab 9% Central Punjab 14% Northern Punjab 11% KPK 22% Balochistan 12% Radio Listenership in KPK is much higher than any other Cultural Belts
  • 8. Radio Consumption (Hours) Average number of Hours listening toradio are more or less the same
  • 9. Radio Consumption (Days) Total 4.6 Male Female 4.7 4.5 KLI ROU 3.9 5.2 SEC A SEC B SEC C SEC D 4.6 4.5 4.4 4.9 15-18yr. 19-24yr. 25-34yr. 35-45yr. 46-55yr. 4.4 4.4 4.4 5.0 5.1 In ROU, People are more ‘Regular listeners’ than KLI KLI: Karachi, Lahore, Islamabad ROU: Rest of Urban (Other than KLI)
  • 10. Overall Male Female Males listenership is competitivelyhigheron eveningdrivetime. Radio Listenership Map Across Timeslots Late Prime Time & Matinee has the highest listenership among allslots
  • 11. Source For Listening Radio Mobile-91% Car-3% Cassette Player-1% PocketRadio-7%Mobile phone is the predominant device for listening to radio
  • 12. Reason For Listening Radio RJ-27% Music-55% Programs Timing-2% Content-15% RJ-30% Music-41% Programs Timing-5% Content-22% Music is the key reason of listening radio for both Male & Female
  • 14. 14 Indian Songs 89% Ghazal 74% Pakistani Film Songs-70% News/ Current affairs 70% Pakistani POP Songs 62% Tilawat 65% Indian Songs 92% Tilawat 75% Ghazal 73% Pakistani Film Songs-72% Religious Programs 67% News/ Current affairs 68% Indian Songs 89% Ghazal 73% Pak Film Song 70% Tilawat 69% Current Affairs 69% Religious Program 63% Weather updates 59% Pak POP Music 58% Chit Chat 57% Poetry 56% Your Favorite Content
  • 15. 15 Decreased Same Increased Change the Channel-28% Do not listento commercial-49% Listen to ad with interest-14% Attitude towards Radio
  • 16. Favorite RJ Sahir Lodhi-4% Kiran Naz-2% Maham-2% DanishMehdi-2% Ayaz-2% RanaMalik-2% DanishNaeem-1% Shaista-1% Qurat-ul-Ain -1%
  • 17. TOP Radio Channels HUM FM 106.2 47% KLI FM 101 34% Restof Urban FM 101 30% Overall KLI: Karachi, Lahore, Islamabad ROU: Rest of Urban (Other than KLI) FM 100 43% FM 100 18% FM 100 28% SAMAA FM 107.4 45% SAMAA FM 107.4 28% SAMAA FM 107.4 29% FM 101 26% FM 103 21% City FM 89 17% ApnaKarachi 107 12% Hot FM105 7% Radio Awaz 105 13% Dil FM 102.4 12% FM 103 10% Hot FM105 10% Radio Awaz 105 10% HUM FM 106.2 23% FM 103 14% City FM89 10% Hot FM 105 9% Radio Awaz 105
  • 18. Hum FM106.2 57% SamaaFM 107.4 46% FM 100 55% Radio Awaz 105 4% City FM89 46% SamaaFM 107.4 36% SunriseFM 13% Radio Awaz 105 4% City FM89 36% FM 101 29% HumaraFM 90 21% FM 103 14% Radio Awaz 105 14% SamaaFM 107.4 11% Karachi Lahore RWP/ISB Faisalabad TOP Radio Channels FM 100 35% ApnaKarachi 107 30% FM 101 26% Hot Fm105 17% FM 103 9% City FM 89 9% Samaa FM 107.4 51% Hum FM106.2 47% FM 103 42% FM 101 32% TehulkaFM 94.6 15% City FM89 11% FM 100 33% Power99 25% FM 101 13% Hum FM106.2 13% Radio Pak 10% FM 100 7%
  • 19. Hot FM88 52% FM 101 52% FM 103 48% TehulkaFM 94.6 28% FM 100 24% Suno Pak89.4 12% Others 8% FM93 4% Radio Awaz105 57% Dil FM 102.4 33% FM 101 29% Samaa FM107.4 29% Radio Pak 10% BBC 10% Others 5% Hot FM105 70% FM 101 52% FM 100 19% FM 103 15% Radio 1 FM91 11% HumFM 106.2 7% SamaaFM 107.4 7% ApnaKarachi 107 7% FM 100 71% FM 101 64% Radio Awaz105 43% Hum FM106.2 29% Multan Gujranwala Hyderabad Peshawar TOP Radio Channels
  • 21. Radio Penetration – Rural Region wise PUNJAB:8% KPK: 34% SINDH:8% BALUCHISTAN:39% Overall 13% KPK and Baluchistan are havinga higher radio listenership as compared to theSindh/Punjab
  • 22. 12% 15% 13% RadiolistenershipRadio Consumptionin a Day 108 mins 112 mins 102 mins 65% Mobile Phone Pocket Radio Car Radio/Cassette Player 40% 1% Devices used for listening Radio Radio Listenership at a glance
  • 23. 0% 0% 0% 0% 0% 3% 3% 10% 15% 17% 13% 11% 0% 6% 5% 7% 6% 4% 15% 5% 14% 7% 7% 9% Listenership Clock Radio Listenership at a glance Morning and Early Prime time are most followed time bands in rural areas
  • 24. 42% 32% Reasons for listening RadioProgram/Content Likeability 34% 35% 31% Radio Listenership at a glance Place of Listening Radio 35% 35% 3%
  • 25. FM 101 35% SAMAA FM 107.4 27% FM 100 22% City FM 89 19% SINDH PUNJAB KPK City FM 89 28% SAMAA FM 107.4 23% Tehulka FM 94.6 22% FM 100 21% FM 92.6 60% SAMAAFM 107.4 56% BBC 30% FM 101 24% FM 106.2 24% BALUCHISTAN Top Stations listened – Region Wise FM 100 40%