Radio is the second most accessed medium across metros and non-metros with listeners tuning in five days a week.

Further, any advertisement on it is seen to be most effective in the 26-45 years age group, according to a report.

"After print, radio has the second-highest ad-attention, followed by TV and streaming services. In terms of ad-effectiveness, radio ads are the second most effective in driving purchase intent, with TV being the most effective medium," according to the report Power of Radio commissioned by Music Broadcast that operates Radio City FM channel.

However, radio still contributes four percent to the advertising pie in spite of higher reach and engagement as compared to print and TV, it observed, while adding that private FM Radio's reach is around 80 percent in metros.

The report conducted by Nielsen India among 3,070 people between the age of 18 and 45, across multiple income groups, and who listened to the radio at least once a week.

Radio as a medium is driving the maximum awareness of the advertisements across various categories, specifically for categories like real estate.

"The (radio) industry clocked an 18 percent growth compared to other markets in 2016 and with the phase 3 expansion into new geographies increasing FM's reach dramatically, the industry will only grow faster in the years to come. The findings of the study cement our belief in the power of radio, and I firmly believe that radio will re-emerge as a formidable choice for advertisers," Jagran Prakashan President and Music Broadcast Director Apurva Purohit said.

It noted that radio remains the most used platform to listen to music and mobile phone is the most used device to access the radio.

"Only 7 percent access radio stations using the traditional radio set," it said.

Radio audiences, across both small cities and metros, consider the medium to be a trusted source of information and 47 percent people use radio to listen to music, followed by TV at 42 percent, video streaming services at 5 percent and audio streaming services at 6 percent.  – Tribune India