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ILT 2006 Wave 3: Mirchi tops again in Mumbai, Delhi; Radio City and Red follow

ILT 2006 Wave 3: Mirchi tops again in Mumbai, Delhi; Radio City and Red follow

Author | Jagadeesh Krishnamurthy | Saturday, Mar 17,2007 10:06 AM

ILT 2006 Wave 3: Mirchi tops again in Mumbai, Delhi; Radio City and Red follow

Indian Listenership Track (ILT) 2006 Wave 3 results were released on March 16, 2007. The survey tracks listenership in Mumbai and Delhi. The survey was carried out between December 4, 2006 and February 10, 2007.

The results have shown an overall drop in the Yesterday Daily Listenership (YDL) with a drop of 6.8 per cent and 5.3 per cent in Mumbai and Delhi respectively. Radio Mirchi is leading the pack with 44.98 per cent and 60.68 per cent of listeners recalling the station in Mumbai and Delhi respectively.

Out of the base population of 14,837,000 listeners, YDL is just 49.67 lakhs in Mumbai, which is a drop in listenership of 6.8 per cent over the previous wave. While Radio City has registered a 31.37 per cent listenership in Mumbai, Red FM comes close behind at 29.21 per cent.

Radio One, with a 33.5 per cent drop from their listenership since Wave 2, has a 13.03 per cent listenership, thus falling behind the new entrant Big FM which has 18.7 per cent.

The three All India Radio (AIR) channels – Primary, Rainbow and Gold -- put together have a 26 per cent listenership share among them with Gold topping with 13 per cent. Completing the pie, Vividh Bharti has registered 9 per cent listenership in the city.

With a base population of 15,125,000 listeners, Delhi has a YDL of 57.60 lakhs, a drop of 5.3 per cent over 2006 Wave 2. Despite losing 16.8 per cent listeners, Radio Mirchi has topped the city. Red FM, with a 31.18 per cent listenership, has gone ahead of Radio City which has a 27.74 per cent listenership.

While the new entrants Big FM and Hit FM have both got around 11 per cent listenership, the other new entrants Radio One and Fever FM have registered a 7 per cent listenership.

Interestingly, AIR FM Gold has a 23.06 per cent listenership, while its sister stations – Rainbow, Vividh Bharti and Primary -- have to contend with 6 per cent, 3 per cent and 1 per cent.

Overall, the YDL has decreased and even the listenership shares among the stations have gone down. While Radio Mirchi continues its domination in both the cities, Red FM is giving tough competition to Radio City by overtaking them in Delhi and just a whisker away in Mumbai.

Kolkata, with a base population of 11,894,000, has registered a 41.96 lakh listenership. Radio Mirchi leads the pack here too with 60.34 per cent. Big FM follows Mirchi with 33.65 per cent and Red FM is the third most recalled station with 16.87 per cent. Aamar FM and Power FM have registered 13.04 per cent and 7.53 per cent listenership respectively.

The AIR bouquet of four stations completes the pie in Kolkata. Among them AIR FM1 takes the lead with 9.63 per cent followed by Air FM2 with 3.48 per cent. AIR Primary and Vividh Bharati have managed to attract 1.69 per cent and 1.43 per cent listenership.

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