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RAM Rambling: It’s Radio Mirchi Vs Red FM in Mumbai during the evenings

26-October-2009
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RAM Rambling: It’s Radio Mirchi Vs Red FM in Mumbai during the evenings

According to RAM data 20 weeks (week 22 to week 41, all people 12 years and above, all places of listening, day part – Monday to Sunday – 6 pm to 10 pm), Radio Mirchi and Red FM are neck and neck for the top slot. However, Big FM, Radio City and Fever FM are also not far behind when it comes to attracting listeners during the evening primetime. Mumbai has around 11 FM stations catering to the market.

Radio Mirchi reached its highest peak on week 30 with a market share of 21.4 per cent, but ended week 41 with a 16.7 per cent market share. Red FM, which for long had dominated the Mumbai FM market, has now given way to Radio Mirchi. The other intensely fought battle is for the second slot, leaving no clear winner. In fact, Big FM, Radio City and Fever FM are also seen making big gains in narrowing the lead with both Radio Mirchi and Red FM. It will be interesting to see whether Radio Mirchi can continue to maintain its leadership position among the evening listenership.

Radio City ended week 41 with a 14.6 per cent share of the market, while Big FM was just a notch lower with 14.5 per cent market share. Fever FM also enjoyed its share of pie being on the top among evening primetime listenership, however, post week 22, the FM station saw a slide in its ratings and ended week 41 with a 13.1 per cent share of the market.

Radio One, AIR FM2 Gold, and AIR FM1 Rainbow come in next during the evening primetime listenership. AIR FM2 Gold also sees a slide in its ratings from 10.7 per cent market share on week 22 to end week 41 with 8.7 per cent market share. The other clusters in the Mumbai market include Meow FM, Akashavani and Vividh Bharati.

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