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RAM Rambling: Radio Mirchi continues lead in Delhi, but Fever FM catching up

RAM Rambling: Radio Mirchi continues lead in Delhi, but Fever FM catching up

Author | Robin Thomas | Wednesday, Mar 31,2010 8:41 AM

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RAM Rambling: Radio Mirchi continues lead in Delhi, but Fever FM catching up

According to the latest RAM data from week 50 of 2009 to week 11 of 2010, in the SEC ABC 12+ category for the Delhi market, Radio Mirchi continues its lead, followed by Fever FM and AIR FM2 Gold. Interestingly, though the ratings of Mirchi saw a marginal decline, it dramatically picked up in the last two weeks.

Fever FM has managed to consistently stay at No. 2 position, but its listenership seems to have stagnated without any sharp rise in its ratings. Nevertheless, on week nine, Fever FM narrowed down Radio Mirchi’s lead, primarily because of the latter’s slide and not Fever FM’s rise in listenership.

The third in line and not very far away from the second most popular FM station in Delhi is AIR FM2 Gold. The Government-owned FM station had long remained at No. 2 until Fever FM made steady gains. Thus, Delhi’s top three FM stations – Radio Mirchi, Fever FM and AIR FM2 Gold – are way ahead in terms of ratings over the remaining FM stations.

Week 11 ended with Radio Mirchi getting 24.8 per cent market share. The FM station in this 14-week trend reached its peak on week 51 and week 52 with 25.5 per cent of the market share.

Fever FM, on the other hand, ended with 19.5 per cent market share on week 11. The FM station reached its peak on week 9 with 20.4 per cent market share. This was the same week when Mirchi was at its lowest with 22 per cent market share.

Meanwhile, AIR FM2 Gold has seen a somewhat static growth in terms of ratings, but despite that it has continued to maintain an edge over the remaining FM players in the market. On week 11, AIR FM Gold ended with a market share of 16.5 per cent, while its highest was on week 2 with a market share of 18.1 per cent.

The FM stations fighting for the third slot include Red FM, Radio City, Big FM, and Radio One. Red FM and Radio City are neck and neck for this slot with Red FM making some gains. Week 11 ended with Red FM scoring 10 per cent of the market share, up from 9.6 per cent market share on week 50.

Radio City, on the other hand, scored 8.6 per cent market share on week 11. It had reached its peaked on week 4 with 10.2 per cent market share.

The other clusters of FM stations in Delhi include Meow FM, Hit FM, AIR FM1 Rainbow, Vividh Bharati and Akashavani.

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