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ILT 2006 Wave 2: It’s Radio Mirchi all the way

ILT 2006 Wave 2: It’s Radio Mirchi all the way

Author | Jagadeesh Krishnamurthy | Wednesday, Jan 03,2007 8:48 AM

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ILT 2006 Wave 2: It’s Radio Mirchi all the way

Indian Listenership Track (ILT) 2006 Wave 2 results have been declared and along with the markets of Mumbai and Delhi, Kolkata market also comes under the scanner this time. The top results show that Radio Mirchi leads the pack with a reach of 49.3 per cent in Mumbai and registered a reach of 69.1 per cent and 68 per cent reach amongst the yesterday listeners in Delhi and Kolkata, respectively.

In Mumbai, the Wave 2 results reveal a consistent growth across all the stations and AIR FM2 100.7 has recorded the highest growth of 25 per cent in its reach from Wave 1. Meanwhile, Radio Mirchi continues to retain its position by increasing its reach from 44.4 per cent in Wave 1 to 49.3 per cent in Wave 2, which gives it as many as 2,629,000 listeners.

While Radio City has managed to hold on to its second position, the growth in listenership is just 9.5 per cent, as compared to Mirchi, which has registered a growth of 18.7 per cent that translates to an increase of 415,000 listeners, taking the total to 1,893,000 listeners. Red FM and Radio One have also seen an increase in their listenership with 5.1 per cent and 3.8 per cent growth, respectively, correspondingly making their totals rise to 1,658,000 and 973,000 listeners. The other AIR FM stations, AIR FM 107.1 and AIR Primary, have got a reach of 6.3 per cent and 17.4 per cent in this latest Wave.

ILT 2006 Wave 2 results in Delhi and NCR shows Mirchi has 69.1 per cent reach, making it the leader with 4,201,000 listeners. Mirchi maintains the lead from the last Wave, despite losing around 257,000 listeners, a fall of 5.7 per cent. Radio City also registered a fall in this region with a loss of as many as 144,000 listeners or 6.4 per cent. While, Red FM had a marginal growth of 1 per cent, from 2,027,000 to 2,048,000 listeners, AIR FM 107.1 registered the highest growth with 7.6 per cent. AIR FM2 100.7 had a negligible growth of 0.3 per cent, while AIR Primary had a whopping 15.4 per cent fall in listenership.

Radio Mirchi continues its dominance in Kolkata as well with a 68 per cent listenership, which translates to 2,731,000 listeners. Red FM stands second at 19 per cent and is followed by Aamar FM at 14.5 per cent. Correspondingly, both the stations have a listenership base of 764,000 and 582,000 each. While Power FM records a 7.6 per cent listenership with 304,000 listeners, the three AIR FM stations – FM1 107.1; FM2 100.7 – and Primary have registered figures of 12.5 per cent, 6.1 per cent and 1.3 per cent, respectively.

This study was executed in the areas of Mumbai, Delhi and Kolkata and the audience included all Adults, 12 + years across SECs. The sample size was of 4,500 listing in each metro in each wave and the effective coverage was 2,000 YDL boosters. The fieldwork was 10 weeks from September 16, 2006 to November 25, 2006 in this wave. The reporting and formats are quarterly reports on advanced planning software.

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