Continuing with our focus on car listeners, this time exchange4media takes a look at the Kolkata market spanning 14 weeks – week 31 to 44. As per the RAM data, Radio Mirchi comfortably leads the pack, followed by Big FM. The third slot sees some intense competition between Friends FM, Fever FM, Red FM, Amaar FM and the Government owned AIR FM2 - Gold.
Another cluster in the Kolkata car listeners market is made up of Meow FM, AIR FM1- Rainbow, Power FM, Vividh Bharthi and Akashvani.
With only 8 per cent of the total radio listeners’ share, car listeners – which not only include people listening in a car, but also people on any other mode of transport like bus, train, or even on cell phones with FM facility – the majority of car listeners are males.
According to the RAM data, Radio Mirchi has emerged as a clear leader among the car listeners with a market share of 31 per cent on week ended 44, a sharp rise from week 43, which saw the station hold 21 per cent of the market share. The 14-week trends have shown the FM station maintain a consistent lead despite a tumultuous ride. Big FM, on the other hand, maintained its No. 2 position after a steady growth in the Kolkata market. The FM station reached its peak with a 25 per cent of market share on week 43. However, week 44 saw a slight dip with a 20 per cent market share.
While the first two slots have clear occupants, the third slot does not give a clear picture with Red FM, Fever FM, Friends FM, Amaar FM and AIR FM2 - Gold vying for the slot in an intense fight. However, week 44 ended with Red FM attaining a market share of 13 per cent; AIR FM2 – Gold, 12 per cent; Fever FM, 8 per cent; Friends FM, 7 per cent; and Amaar FM, 5 per cent.
Car listeners not that big
Abraham Thomas, COO, Red FM, pointed out, “What stands out in each metro is the dominance of listenership at home. What also comes across strongly is that the profile of home listenership (in terms of higher SEC AB) is much better than that of car listenership. For Red FM, all listenership segments matter. However, home listenership being the largest segment deserves that special attention.”
Amritendu Roy, Business Head, Friends FM, said, “Car listeners don’t matter much as we cater to our core target group. We focus on all the listeners, whether they are home listeners or car listeners.”
Anand Chakravarthy, Vice President - Marketing, Big FM, too, was of the opinion that car listeners were a small per cent of the overall listenership. “But they do play a role in media planning. As the average car listeners belong to a certain section of the audience, there are some clients who do target them. As for us, we do carry regular traffic updates and a host of activities during monsoons, specifically to those commuting in the city,” he added.
RAM Rambling: Car listenership matters; Big FM leads in Mumbai