RAM Rambling: Big FM maintains lead in Bangalore; battle for No. 2 intensifies
As per RAM date, the 21-week in the Bangalore market from week 15 to week 35 sees Big FM maintaining its leadership position with a comfortable lead. However, though Big FM has been a dominant force in this market, the year 2009 has also seen the FM station’s leadership position being challenged first by Fever FM and then by Radio Mirchi. Nevertheless, the last six weeks has seen Big FM lead with a comfortable margin.
Meanwhile, in these 21 weeks, only once did Fever FM manage to reach the top spot in Bangalore, which was on week 18 when it had received a market share of 19.7 per cent. Week 23 onwards saw an increase in ratings of Radio Mirchi in the Bangalore market. After reaching the top spot for couple of weeks in a market, which is seen as Big FM’s stronghold, Radio Mirchi saw a slide in its ratings, taking it to the second spot. The FM station was at its highest peak on week 23 with a market share of 20.8 per cent.
On the other hand, after a tumultuous ride Fever FM has also seen a slight decline in its ratings. The FM station, which on week 18 topped the charts in Bangalore with a market share of 19.7 per cent, saw a sharp decline in its ratings. Nevertheless, on week 35 Fever FM received 14 per cent of the market share. The FM station has witnessed a moderate surge in its ratings in the last few weeks. Fever FM is comfortably placed in the third position and has now intensified the fight for the second slot with Radio Mirchi. It will be interesting to see if Big FM is able to maintain its leadership position in Bangalore, in the face of the increasing competition from Radio Mirchi and Fever FM.
The fight for the third slot is between Radio City and AIR FM1 Rainbow. On week 35, Radio City received a market share of 11.9 per cent, while AIR FM1 Rainbow had 12.7 per cent of the market share.
The other clusters in the Bangalore market include SFM, Radio One, Radio Indigo, AIR FM1 Vividh Bharati, Gyan Vani and Akashavani.
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