From the recall perspective, radio has 43 percent correct recall as compared to television's 22 per cent, according to AZ Research's Radio Listener's Research Report.

The study was conducted on 45,000 respondents comprising SEC A/B/C consumers between the age group of 14-50 years, covering cities like Ahmedabad, Pune, Hyderabad, Chennai, Jaipur, Lucknow and Bengaluru.

Among these cities, Bengaluru exhibited the highest acceptance to the medium at 94 per cent, followed by tier II cities like Jaipur (89 per cent) and Lucknow (82 per cent).

It noted that in south, the medium is content driven while in the other parts of the country it is music driven. The report also noted that 51 per cent people from SEC C segment listen to radio everyday compared to 72 per cent from SEC A and B, contrary to the popular belief that SEC C category accounts for the majority of radio listeners.

It observed that more than 71 per cent of listeners preferred to listen to the same channel at the same time, indicating strong loyalty, while respondents who flipped channels stood at 16 per cent.

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