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RAM Rambling: Delhi listeners tune in to Radio Mirchi during evenings

RAM Rambling: Delhi listeners tune in to Radio Mirchi during evenings

Author | exchange4media Mumbai Bureau | Wednesday, Oct 28,2009 8:35 AM

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RAM Rambling: Delhi listeners tune in to Radio Mirchi during evenings

According to the RAM data for week 22 to week 41, (Mon-Sun, 6 pm to 10 pm, all people 12 years and above, all places of listening), Radio Mirchi continues to be the clear leader in the Delhi market during the evening primetime as well. Fever FM, which sees a slide in ratings, is a distant second. A slight surge in the ratings of AIR FM2 Gold sees it vie for the second slot too.

According to the 20-week trend (week 22 to week 41), Radio Mirchi reached its highest peak of listenership on week 36 with a market share of 33.1 per cent. However, it ended week 41 with a 30.2 per cent share of the market.

Fever FM, which for long had managed to stay at No. 2, sees a slide in ratings in the 20-week trend. This, coupled with a rise in the ratings of AIR FM2 Gold, sees the two FM players in a neck and neck fight for the second slot. Fever FM was at its highest peak on week 35 with a market share of 23.6 per cent, but ended week 41 with a 15.5 per cent market share.

AIR FM2 Gold sees a 16.9 per cent market share, which by far has been the highest share of the Government-owned FM station in Delhi, at least in these 20 weeks. The steady growth in AIR FM2 Gold’s ratings began from week 37 and what remains to be seen is whether the FM station continues to see an increase in its ratings.

The other close fight is for the third position, which sees FM players like Red FM, Big FM, Radio City and Radio One vying for the slot. There is no clear winner here with all these players switching positions throughout the 20-week period.

The other cluster of FM stations in the Delhi market includes Hit FM, Meow FM, AIR FM1 Rainbow, Vividh Bharati and Akashavani.

Tags: e4m

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