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RAM Rambling: FM afternoons in Mumbai - Mirchi leads, battle for number 2

18-November-2009
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RAM Rambling: FM afternoons in Mumbai - Mirchi leads, battle for number 2

According to RAM data from week 30 to 43, for the target audience of all people 12 years and above, in all places of listening, (12 noon to 4 pm), Radio Mirchi has consistently remained the most popular FM station in Mumbai. Mirchi’s lead continues even in the afternoon slot despite the tough competition from Big FM and Red FM in the initial weeks. However, it is the second slot that is seeing some intense competition among the FM stations namely Big FM, Red FM, Fever FM, Radio City and AIR FM2 Gold.

Big FM by far has emerged as the nearest rival to Radio Mirchi in Mumbai in the afternoon slot. Week 36 even saw Big FM reach the top spot in the Mumbai with a market share of 19.5, the other time during the 15 weeks that Big FM reached the top spot was on week 31. However the lead taken was only marginal. Week 38 onwards, it is Mirchi all the way again.

Going by the RAM ratings, week 43 ended with Radio Mirchi enjoying a market share of 20.5 per cent, which is the highest share in this period. What remains to be seen is whether in the coming weeks, Radio Mirchi continues to maintain this kind of leadership in the afternoon.

At the second slot, FM stations like Red FM, which once dominated the Mumbai market, Big FM, Fever FM, Radio City and even AIR FM2 Gold are fighting neck and neck for the second slot, leaving no clear winner. Week 43 however, ended with Fever FM scoring 13.6 per cent of the market share, AIR FM2 Gold with 13.4 per cent of the market share, Big FM with 12.8 per cent Red FM with 12.5 per cent and Radio City with 12.2 per cent of the market share respectively.

The other clusters of FM stations in Mumbai market include Radio One, Meow FM, AIR FM1 Rainbow, Vividh Bharati and Akashavani.

Speaking on the numbers, Nikhil Rangnekar, Executive Director - West, Starcom Worldwide India, said, “Advertisers for afternoon slots will depend on the kind of audience that the FM station targets during the afternoon slot. That said, during the afternoons, it is mainly housewives and colleges students to some extent who listen to FM radio while the working men listen to FM radio during the drive time.”

Ashish Pherwani, Associate Director, Media & Entertainment, Ernst & Young Pvt Ltd, added, “There are various schools of thought when it comes to afternoon listenership in FM radio. One school of thought is that women during afternoon watch more television and listen to less radio while the other is that while afternoon listenership is less than that of drive-time, there is a slight rise in the office and restaurant listenership. Overall, I believe the afternoon slots do have decent number of listeners.”

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