RAM Rambling: Car listenership matters; Big FM leads in Mumbai

RAM Rambling: Car listenership matters; Big FM leads in Mumbai

Author | Robin Thomas | Monday, Nov 17,2008 5:53 AM

RAM Rambling: Car listenership matters; Big FM leads in Mumbai

Big FM rules the charts in Mumbai as far as car listenership in India’s financial capital is concerned according to the latest Radio Audience Measurement (RAM) report for week 31 to week 44, a 14-week trend. This is followed by Red FM, Radio City, Fever FM, AIR FM2 - Gold, Radio Mirchi and Radio One closely contesting for the second slot. The third slot sees a contest between Meow FM and a collection of Government FM stations.

Car listenership covers various modes of transport such as bus, train and even FM radio on cell phones.

Going by all 12 people plus, place of listening - car, Big FM has maintained a consistent lead over the rest with a market share of 19 per cent. The FM station had reached its peak on week 33 with a market share of 23 per cent among car listeners. The trends also show that despite a tumultuous ride, the station managed to score above the rest ending with a 19 per cent in the market, a slight dip from week 42, which saw a 22 per cent share.

While Big FM is the clear winner, there is no clear picture for the second slot. As per the RAM ratings, the FM stations are fighting tooth and nail for this slot and the fight is between all the big players in the city, including Government-owned AIR FM2 – Gold, however, the current week 44 ended with Red FM managing a market share of 15 per cent, Radio City with a 14 per cent share, Fever FM scores a 13 per cent, AIR FM2 - Gold with 12 per cent, Radio Mirchi with 11 per cent, and Radio One with 10 per cent of the share.

The other cluster sees Meow FM, AIR FM1 - Rainbow, Akashavani and Vividh Bharti stations.

Car listeners do matter

Nikhil Rangnekar, Executive Director - West, Starcom India, said, “Car listenership does matter in Mumbai. If we look at this place of listening, the premium audience are males, therefore, you will find a lot of advertisements on cars, insurance, airlines, which cater to the upper SEC males.”

He further said, “Home listeners, on the other hand, are mainly females and hence, their tastes, RJ talks, choices and needs will definitely be different, Thus the content makes the actual difference between car and home listeners, as a result it brings a differentiation in the ratings too.”

Sanjay Sharma, GM, Mediacom, said, “Car listeners are very important and they do matter a lot for radio players as well as advertisers. Most of the campaigns are targeted to this population as it is a fairly important and consuming audience. These are usually 25-plus male listeners, car listenership also covers most of the audiences. The advertisement would largely include shaving brands, suiting and shirting, and so on.”

Echoing the same, Kunal Jamuar, GM, Madison Media, said, “Car listenership matters a lot in Mumbai as most of the people spend their time, especially their morning hours, in travel. It is also a reflection of the upper market homes in Mumbai.”

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