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IRS 2010 Q1: Radio Mirchi, Radio City, Red FM top three in Delhi and Mumbai

IRS 2010 Q1: Radio Mirchi, Radio City, Red FM top three in Delhi and Mumbai

Author | Khushboo Tanna | Friday, May 14,2010 8:41 AM

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IRS 2010 Q1: Radio Mirchi, Radio City, Red FM top three in Delhi and Mumbai

As per the Indian Readership Survey (IRS) 2010 Q1 data (Radio Stations - last one week) Radio Mirchi leads among the radio players in both Mumbai and Delhi markets with a considerable lead. Radio City is the No. 2 station in both these markets, while Red FM is placed third.

Radio Mirchi leads the market with a listenership of 41,194,000 in IRS 2010 Q1, as compared to a listenership of 40,438,000 in IRS 2009 R2, an increase of 1.87 per cent.

While Radio City is the No. 2 FM station in both Mumbai and Delhi, its overall share of listeners has seen a 1.14 per cent decline from 14,076,000 in IRS 2009 R2 to 13,916,000 in the latest round.

Red FM is the No. 3 FM player in Mumbai and Delhi. Overall, it has seen a marginal rise of 0.04 per cent in listenership – from 18,614,000 in IRS 2009 R2 to 18,621,000 in this round.

Mumbai

While Radio Mirchi has seen a rise in its overall listener base, the FM station has seen a 2.28 per cent decline in listenership in Mumbai – from 3,340,000 in IRS 2009 R2 to 3,264,000 in the latest round.

Radio City, placed second, has seen a 1.17 per cent decline in its listener base – from 2,479,000 in IRS 2009 R2 to 2,450,000 in IRS 2010 Q1. Red FM, too, has seen a decline in listenership at 1,855,000 in IRS 2010 Q1 from 1,983,000 in the previous round, a drop of 6.45 per cent.

Big FM has seen a marginal decline of 1.01 per cent in listernership from 1679,000 in IRS 2009 R2 to 1,662,000 in IRS 2010 Q1. Radio One, too, has seen a marginal decline of 0.21 per cent. Its listenership now stands at 1,436,000 from 1,439,000 in IRS 2009 R2.

Bucking the decline trend, Fever FM has registered a 14.22 per cent rise in its listernership – from 675,000 in the previous round to 771,000 in IRS 2010 Q1. AIR FM Gold’s listenership fell 9.60 per cent from 667,000 in IRS 2009 R2 to 603,000 in this round.

AIR FM Rainbow, on the other hand, has seen the highest rise of 23.31 per cent in listenership, which stands at 603,000 in the latest round from 489,000 in IRS 2009 R2. Meow FM has witnessed the second highest rise in listenership of 21.66 per cent from 457,000 in the previous round to 556,000 in this round.

Vividh Bharati’s listener base grew by 10.45 per cent and the listenership stands at 222,000 in IRS 2010 Q1 from 201,000 in the previous round.

Delhi

Radio Mirchi tops the Delhi as well, however, like the Mumbai market, the FM station has seen a decline in listenership in the National Capital as well. Mirchi’s listenership in Delhi stands at 3,546,000 in IRS 2010 Q1, as compared to 3,601,000 in the previous round, a decline of 1.53 per cent.

Radio City has seen a 3.31 per cent decline in listenership – from 2,629,000 in IRS 2009 R2 to 2,542,000 in this round. Red FM has seen a steep drop of 10.33 per cent in listenership – from 1,907,000 in the previous round to 1,710,000 in the latest round. On the other hand, Government-owned AIR FM Gold, the No. 4 FM player in Delhi, has seen a 7.57 per cent rise in listernership at 1,677,000 in IRS 2010 Q1 from 1,559,000 in the previous round.

Big FM sees a 1.62 per cent dip in listenership – from 1,484,000 in IRS 2009 R2 to 1,460,000 in this round. No. 6 player in Delhi, Fever FM, has also seen a decline in listenership from 1,045,000 in the previous round to 996,000 in IRS 2010 Q1, a fall of 4.69 per cent.

Radio One, on the other hand, has seen a 6.26 per cent increase in its listener base from 846,000 in IRS 2009 R2 to 899,000 in this round. Meow FM has seen the highest growth in listenership. From a listener base of 713,000 in IRS 2009 R2, its listenership now stands at 831,000, a jump of 16.55 per cent.

Both AIR FM Rainbow and Hitz FM have registered decline in listenership. AIR FM Rainbow’s listener base stands at 655,000 in IRS 2010 Q1 from 670,000 in the previous round, a decline of 2.24 per cent. Hitz FM has seen a decline of 1.79 per cent – from 560,000 in IRS 2009 R2 to 550,000 in the latest round.

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