Recently release IMRB's Radio listenership estimation study - Radio Radar 2002 - suggests that Government owned Radio stations have not lost their grip on Mumbai listeners. While private station Radio Mirchi is ahead of competition, Vivid Bharati, AIR FM 1 and 2 are amongst the leading stations. Star's Radio City has also fared better than other private stations.
According to the study, Mirchi is at the top with 62% recall, followed by Vividh Bharti at 30% and Radio City at 27%. AIR FM 1 (17%), AIR FM 2 (9%), Go (6%), Red (5%) and Win (5%) are stacked in that order.
An interesting fact that came to the fore is that 54% of FM owners stated that they listened to FM everyday.
The study indicates that from April 2002 (NRS data) to the time of IMRB Radar estimation study being conducted, FM ownership in Mumbai has increased from 34% to 64%. If look at various segments, it has increased to 80% (62%) in SEC A, to 69% (44%) in SEC B, in SEC C it has increased to 61% from 34% and in SEC D/E to 54% (22%).
The study also shows that average daily listenership dips with increasing age. If we look at FM access population, which is 61% of the total population, while in the age group of 20- 24, 62% of the people listen to radio. In the age group of 45 +, in comes down to 42%. Females and males both are equally hooked to FM - while among males the percentage of FM listeners is55%, 53% of the females listen to FM.
The study substantiates the fact that people normally listen to radio between 6 and 12 AM. While the peak TV watching hours are 8 to 11 pm, followed by 1 to 4 pm. Newspapers are usually read between 7 and 10 am. FM's dominance in the morning dayparts should send signals to clients and media planner to schedule accordingly.
If we look at geographical segments, in Navi Mumbai average daily reach of FM among FM owners is 71%, while in Mumbai municipal corporation limits it is 54%.
The fieldwork conducted encompassed the entire Mumbai urban agglomeration through a random sampling of 3,600 individuals. IMRB is also in the process of launching Radar Radio Listenership System - the continuous radio audience measurement system in Mumbai. It is expected to go live from January 2003.