According to the latest RAM data, this time focusing on the Kolkata market – for all people 12 plus, all markets, all place of listening from week one to week 16 – Radio Mirchi has maintained its numero uno position in Kolkata with a market share of 19 per cent as on week 16. After a close race with Big FM in the initial weeks, Radio Mirchi has been able to maintain a slight edge from the rest.
Big FM comes a close second with 15 per cent market share on week 16, a slight dip from its earlier share. The FM channel had reached its highest peak on week one along with Radio Mirchi, with a market share of 20 per cent.
Friends FM, which continues to hold on to the third slot, reached a market share of 14 per cent as on week 16. Amaar FM has emerged as the fourth major player in the Kolkata market. From a mere 2 per cent market share on week one, Amaar FM’s share rose to 10 per cent as on week 16.
Radio One, which was launched in Kolkata on December 2008, has already touched 8 per cent market share; the other FM stations that share the same value in Kolkata as on week 16 are Red FM and Fever FM. Meow FM has 6 per cent of the value share.
The other cluster of FM stations in Kolkata includes AIR FM1 Rainbow and AIR FM2 Gold with a market share of 4 per cent, followed by Power FM, Akashavani and Vividh Bharati.
According to Sunil Kumar, MD, Big River Radio, “Any audience measurement gives media planners and marketers a whole lot of confidence because they can measure their return on investment, which can in turn be measured largely in terms of numbers that one has achieved. In fact, RAM has worked out as a scientific tool for media planners and marketers.”