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IRS 2009 R2: Mirchi massively leads Mumbai & Delhi amid decline in listenership

IRS 2009 R2: Mirchi massively leads Mumbai & Delhi amid decline in listenership

Author | Robin Thomas | Monday, Jan 11,2010 9:22 AM

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IRS 2009 R2: Mirchi massively leads Mumbai & Delhi amid decline in listenership

According to the Indian Readership Survey (IRS) 2009 Round 2 data (Radio Stations- last one week) for the radio industry, Radio Mirchi is the clear leader in both Mumbai and Delhi markets with massive lead over its competition. A distant second in both these markets is Radio City, followed by Red FM. What is interesting to note is that listenership in both Mumbai and Delhi markets has seen a decline in R2 as compared to Round 1. The only FM station to have seen growth in Mumbai is Fever FM, while in Delhi, AIR FM Gold is the only FM station to have witnessed a marginal growth.

The top three FM stations in both Mumbai and Delhi are Radio Mirchi, Radio City and Red FM in that order. Although Radio Mirchi enjoys a massive lead in both the markets, the FM station has witnessed a decline of 4.02 per cent from 3,480,000 in R1 to 3,340,000 in R2 in the Mumbai market. In Delhi, Radio Mirchi has seen a decline of 3.53 per cent from 3,728,000 in R1 to 3,601,000 in R2.

Ranked second in both markets is Radio City. In Mumbai, the FM player has seen a 9.59 per cent decline in listenership at 2,479,000 in R2 from 2,742,000 in R1, while in Delhi, Radio City fell from 2,798,000 in R1 to 2,629,000 in R2, a decline of 6.43 per cent.

No. 3 player Red FM, too, has seen a decline in listenership in both Mumbai and Delhi markets. In Mumbai, the decline is from 2,173,000 in R1 to 1,983,000 in R2, down 8.74 per cent, while in Delhi, Red FM has seen a decline of -10.02 per cent in its listenership, from 2,098,000 in R1 to 1,907,000 in R2.

Mumbai

When it comes to the Mumbai market, the only FM station to have witnessed any growth in its listenership here is Fever FM, up 3.53 per cent at 675,000 in R2 from 652,000 in R1. Fever FM is ranked sixth in Mumbai. Ranked fourth is Big FM with a listenership of 1,679,000 in R2 as compared to 1,858,000 listeners in R1, a decline of 9.63 per cent.

At No. 5 is Radio One, which has dropped 6.92 per cent from 1,546,000 in R1 to 1,439,000 in R2. The other two FM stations in Mumbai include Government-owned FM stations AIR FM Gold and AIR FM Rainbow, both of whom have shown double-digit declines at 24.89 per cent and 22.99 per cent, respectively. While AIR FM Gold has gone down from 888,000 in R1 to 667,000 in R2, AIR FM Rainbow has seen a decline from 635,000 in R1 to 489,000 in R2. Meow FM, too, has seen a 2.56 per cent decline in listnership at 457,000 in R2 from 469,000 in R1.

Delhi

In Delhi, AIR FM Gold, which ranks fourth, is the only FM station to have witnessed any growth in listenership. The FM player has seen a marginal growth of 0.96 per cent from 1,544,000 in R1 to 1,559,000 in R2. Big FM, which is ranked sixth has seen a 8.76 per cent drop from 1,614,000 in R1 to 1,484,000 in R2.

Fever FM, which has seen a growth in the Mumbai market, has registered a double digit decline of 15.31 per cent in Delhi, from 1,205,000 in R1 to 1,045,000 in R2. Radio One, too, has declined from 935,000 in R1 to 846,000 in R2, a drop of 10.52 per cent. Meow FM is down 8.42 per cent at 713,000 in R2 from 773,000 in R1. AIR FM Rainbow has declined 4.18 per cent to 670,000 in R2 from 698,000 in R1, while Hitz FM has seen a drop of 13.93 per cent to 560,000 in R2 from 638,000 in R1.

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