Continuing with the Indian Readership Survey (IRS) R2 2009 reports for radio, this time exchange4media focuses on Jaipur, Bhubaneswar, Indore and Agra markets. According to the survey released by the MRUC and researched by Hansa Research, Radio Mirchi is ahead in Jaipur and Indore, while Radio Choklate clearly leads in Bhubaneswar and Radio Mantra tops Agra.
What is also notable is that Bhubaneswar and Jaipur have seen rise in listenership, while markets like Agra and Indore have seen steep declines in FM listenership.
In Jaipur, while Radio Mirchi maintains its leadership position, Radio Tadka has also managed to make significant gains in this market. Although Radio Mirchi is ahead in Jaipur, it has declined from 501,000 in R1 to 491,000 in R2, a decline of 2 per cent.
Radio Tadka, ranked second in Jaipur on the other hand sees an increase of 27.85 per cent, thus it touched 404000 in R2 from 316 in R1. MY FM sees a marginal increase of 1.53 per cent to 331000 in R2 as compared to 326000 in R1. Radio City increased its listenership to 254000 in R2 from 244000 in R1, an increase of 4.10 per cent.
Vividh Bharati also sees an increase of 4.10 per cent in its listenership127000 in R2 from 122000 in R1. AIR FM Gold has received the highest listenership in this market with a whopping 34.78 per cent taking its number to 31000 in R2 from 23000 in R1. Red FM too witnessed an increase in listenership of 9.62 per cent to 114000 in R2 as compared to 104000 in R1.
AIR FM Rainbow on the other hand has witnessed a decline of 7.69 per cent in their listenership.
Out of the seven FM stations in this market, Red FM is the only FM station to have seen an increase in its listenership nevertheless Radio Mirchi is the clear leader in Indore despite a marginal decline in its listenership. Vividh Bharati which ranks second in Indore is a distant second and has also witnessed a double digit decline in its listenership along with Big FM, MY FM and AIR FM Rainbow.
Radio Mirchi with a decline of 5.26 per cent reached 270000 in R2 as compared to 285000 in R1. Vividh Bharati on the other hand declined to 181000 in R2 from 219000 in R1, a decline of 17.35 per cent. Big FM declined 10.78 per cent to 91000 in R2 from 102000 in R1.
Red FM on the other hand has increased from 59000 in R1 to 87000 in R2, an increase of 47 per cent in its listenership. MY FM too declined 10.34 per cent to 78000 in R2 as compared to 87000 in R1 while it is AIR FM Rainbow that witnessed the biggest drop in its listenership, touching 4000 in R2 from 13,000 in R1, a considerable decline of 69.23 per cent.
This is one market to have seen no decline in their listenership infact, private FM stations enjoy double digit growth while the Vividh Bharati and AIR FM Rainbow remained stagnant in their listenership.
Radio Choklate is the clear winner is Bhubaneswar with a listenership of 250000 in R2 as compared to 185000 in R1, an increase of 35.14 per cent. Ranked second is Big FM which saw an increase of 73.83 per cent to 186000 in R2 from 107000 in R1. Red FM enjoys the highest rise in its listenership with a whopping 82.67 per cent touching 137000 in R2 as compared to 75000 in R1.
In this market its Radio Mantra that has emerged as a leader despite the FM station having seen a decline of 20.90 per cent in its listenership however it is Big FM that has witnessed the highest drop in listenership with 30 per cent touching 100000 in R2 from 144000 in R1. Radio Mantra on the other hand declined from 134000 in R1 to 106000 in R2.
AIR FM Gold grew 900 per cent from 2000 in R1 to 20000 in R2 while Vividh Bharati sees the biggest drop of 60 per cent in this market from 10000 in R1 to merely 4000 in R2.