Illustrative engagement. A representative scenario showing how we approach this kind of work in broadcasting. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping broadcasting
TV and radio broadcasters need evidence on programming, audiences and advertiser value in a market shared with streaming and social video.
- Linear viewing competes with streaming
- Radio remains strong in cars and smaller towns
- Advertisers want proof of reach
Client background
A regional radio network, working in Kerala & Karnataka. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A regional radio network
- Sector
- Broadcasting
- Team engaged
- Market Research
- Services
- Offline data collection (CATI), Quantitative research, Data analytics & dashboards
Client challenge
Advertisers asked for evidence of who listened at which times, and the network had no recent independent data.
Research objectives
- Deliver on the brief: a listenership study for regional radio stations.
- Understand the views, needs and behaviour of listeners.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Set up a repeatable measure the client can track over time.
Target audience
The work focused on 3,000 listeners.
- listeners3,000
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: Kerala & Karnataka. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Day-after recall interviews
- 3Quarterly dashboard
- 4Insight
We ran day-after recall interviews by telephone in Malayalam and Kannada, recording stations heard by time band, and delivered results on a quarterly dashboard.
Offline data collection (CATI)Quantitative researchData analytics & dashboards
Sampling strategy
- listeners
- 3,000
- Telephone contacts were dialled from verified lists, with quotas tracked live by the field team.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Telephone interviews were run from our CATI centre, with calls monitored for quality.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Live call monitoring and recording review
- Call-back verification
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
- Interactive dashboard for ongoing tracking
Key findings
- Day-part detail is what radio advertisers buy.
Recommendations
- Build on the core insight: day-part detail is what radio advertisers buy.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- The network could show advertisers its strongest dayparts by age and location, and adjusted its programming in weaker slots.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interactive dashboard
- Continue the routine and review results every period.
- A natural follow-on question: what do advertisers value?