Car track surveys conducted by the Indian Market Research Bureau (IMRB) this week indicated that Radio Mirchi is ahead of competition with 76 per cent of FM market share, making it the most consumed FM radio station in Kanpur. Radio Mirchi 98.3 FM was launched a month ago in Kanpur.
The car track survey is done by IMRB, which is a WPP Group research agency. Car track surveys have been done for the last six years in all metros. Field personnel from IMRB station themselves at 10 of the busiest traffic junctions in each metro during morning and evening rush hours, and randomly chose private cars -- self-driven or chauffeured, but not private taxis -- to survey FM radio listenership.
Vinay Pratap Singh, Station Head Kanpur, Radio Mirchi, said, “Our success in grabbing the majority market share is a reflection of our programming philosophy which believes in giving the listeners the very best music, combined with great entertainment. Our launch campaign was the most noticeable since there was a month-long campaign on outdoors; significant investments in print; and some of the best on-ground events were organised in Kanpur in the last 30 days. We believe that we will continue to maintain significant leadership in Kanpur on the strength of our on-air product and our brand attitude.”
This is almost six times the listenership of its closest competitor BIG 92.7 FM, which recorded a mere 13 per cent listenership in comparison. The IMRB car track survey was conducted at prominent high-traffic locations across Kanpur, and involved physical checking of the radio station frequency on the deck of the listeners’ car panel.