Evaluating Brand Health: A Comprehensive Study of a Leading FM Station in Kerala

To thrive in the competitive world of FM radio, understanding the pulse of the audience is vital. A renowned FM station in Kerala recently undertook a comprehensive audience research initiative to gain deeper insights into listener preferences, assess its performance compared to other FM stations in the region, and evaluate its brand perception across six prominent cities. The aim was to leverage these insights to strengthen brand recall and increase listenership through targeted brand activations.

Objectives of the Study

The study aimed to uncover the key factors driving top-of-mind (TOM) recall for the brand among its audience. Special focus was given to three core aspects:

• Content: Evaluating the relevance and engagement level of the station’s programming.
• Radio Jockeys (RJs): Understanding how the charisma and presentation of RJs influenced listener loyalty.
• Music: Gauging the impact of the station’s music selection on its popularity.

Additionally, the research sought to assess the overall brand health and position of the station in Kerala’s FM radio category.

Research Methodology

The study was conducted by MarketGenics India Pvt. Ltd., employing robust quantitative research methods:

• Data Collection Method: Fully structured questionnaires were used to ensure consistency and accuracy.
• Sampling Technique: A random sampling methodology was implemented to eliminate bias, with house-to-house interviews conducted in six key cities: Kannur, Calicut, Thrissur, Kochi, Alleppey, and Thiruvananthapuram.
• Target Audience: Respondents aged 15 to 46 years across NCCA categories A, B, C, and D.
• Sample Size: A total of 3,000 respondents participated in the survey, providing a robust dataset for analysis.

Key Findings

The research revealed several significant insights:

1. Content Engagement: A specific genre of programming emerged as a strong contributor to the station’s TOM recall.
2. RJ Popularity: A few RJs stood out for their ability to build a loyal listener base, significantly boosting the station’s brand image.
3. Music Preferences: The station’s playlist scored high on satisfaction, with local and regional music leading the charts among listeners.
4. Brand Positioning: The station retained a strong foothold in Kerala’s FM landscape, with its presence widely recognized across age groups.

Delivering the Insights

The final report, a detailed analysis of audience insights, was presented by the Director of MarketGenics India to the board members of the FM station. This included an in-depth breakdown of listener preferences, performance metrics, and actionable strategies for strengthening brand recall and expanding the station’s listenership.

Impact and Future Outlook

Armed with these findings, the FM station is now well-positioned to create innovative brand activations tailored to audience preferences. These initiatives aim to solidify the station’s market leadership and foster deeper connections with its listeners.

This study not only underscores the value of audience research in the FM industry but also demonstrates the pivotal role of data-driven strategies in building a brand that resonates with its audience.