Top Story


Home >> Media - Radio >> Article

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

Font Size   16
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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business