According to the ‘Delhi Radio Listenership Study’, commissioned by Radio Mirchi and conducted by IMRB International, Radio Mirchi in Delhi is ahead of its competitors. The study – whose sample encompasses SEC A, B, C, D, E, 15+ age group – indicates that 42.7 lakh people in the SEC A, B, C listen to radio everyday and Radio Mirchi is a preferred choice of 33.8 lakh Delhiites. The study confirms that Radio Mirchi leads with 79%, followed by Red FM with 27% (11.4 lakh) and Radio City with 22% (9.6 lakh).
Furthermore, in the SEC A, B, C segment, the study designates a loyal and unduplicated listenership of 42% to Radio Mirchi vis-à-vis the corresponding figures of 2% for Radio City and Red FM respectively. In simplified terms, over 14 lakh people tune in to Mirchi everyday, compared to 22,000 for Red and 19,000 for Radio City.
The IMRB household dipstick research, conducted across 1,114 people in Delhi for the period 6–12 December 2003, substantiates that radio has been the biggest gainer in Delhi. Almost 45% of the adult population in Delhi can be reached through radio, and its penetration has increased by 9%.
As compared to a similar research conducted in June last year, a month after the launch of the private FM radio stations in Delhi, the radio listenership has now almost doubled across all day-parts, particularly the 6-11 a.m., 12-2 p.m. and the 3-7 p.m. time bands. Radio Mirchi listeners lead the way across all these time bands with programmes like Hello Delhi, Total Filmi and Dilli Meri Jaan.
In terms of time spent, radio listeners spend, on an average, 103 minutes daily listening to the medium, not far behind the 137 minutes of the time spent viewing television. The study also designates a 70% increase in average daily listenership in Delhi in the last six months.