Does the data support conventional wisdom that evening drive times are the prime times?
Evening drive times are not such a large quantum, probably because it’s not an universal corridor, but it’s a broader corridor. People leave places of work around a larger time period, so there isn’t a prominent peak as there is in the mornings. So, morning out of home ‘ travel time’ listening is much higher. The evening graphs are much flatter. The interesting thing is that at home, a lot of listening happens on personal devices. We realised that we saw that in Mumbai, the weekday and weekend listening patterns were quite similar, though the overall thresholds had dropped. It means that once the medium has crept into your life, it stays with you, weekdays and weekends. The pattern is similar in Mumbai and Delhi, but very different in Bangalore. The rules of listening seem to be intrinsic and locally driven. Did it also show up how differentiated content on niche stations is being consumed? It did show up in terms of skews, the SEC levels, age and gender skews too. The larger players w