According to the latest RAM data, Radio Mirchi continued to lead in the Mumbai market for the morning slot between 7 am and 11 am in Week 29. The FM station got a 19.5 per cent market share in Week 29, up from 17.9 per cent market share in Week 28, 19.3 per cent market share in Week 27 and 18 per cent market share in Week 26.
Its nearest competitor, Red FM, was placed in the second slot, securing a 15 per cent market share in Week 29. Red FM, too, has seen a growth in its market share – from 13.1 per cent in Week 26 to 13.2 per cent in Week 27 and 14.4 per cent in Week 28.
Radio City, which has secured third place, has remained constant in terms of market share, securing 13.7 per cent in Weeks 28 and 29. In Week 26, the FM station had a market share of 13.4 per cent, which slipped down to 12.9 per cent in Week 27. Close on the heels is AIR FM Gold with a market share of 13.4 per cent in Week 29. However, the FM player has been witnessing a decline over the past few weeks. In Week 26, AIR FM Gold had a market share of 14.9 per cent, which declined to 13.7 per cent in Week 27 and held steady at 13.7 per cent in Week 28 as well.
Big FM, too, held steady at 11.5 per cent market share in Weeks 28 and 29. The station’s share in Week 26 stood at 11. 3 per cent, which dipped marginally to 11.1 per cent in Week 27.
Fever FM has been seeing quite a few ups and downs in the past few weeks. The station had a market share of 11.1 per cent in Week 26, which was up marginally at 11.2 per cent in Week 27, but thereafter the FM player saw a drop in its market share – from 10.6 per cent in Week 28 to 8.6 per cent in Week 29.
Radio One, too, followed a similar trend to that of Fever FM. The station had seen a huge upward shift from 4.9 per cent market share in Week 26 to 6.2 per cent in Week 27. However, the station has seen a decline in its market share in Mumbai from 6.2 per cent share in Week 27 to 5.8 per cent share in Week 28, down to a 5.4 per cent market share in Week 29.
AIR FM 1 Rainbow’s market share has seen a continuous decline from 5.2 per cent in Week 26 to 5.1 per cent in Week 27, further to 4.8 per cent share in Week 28 and to 4.2 per cent share in Week 29. Vividh Bharati secured a market share of 3.7 per cent in Week 29 which was up from its market share of 3.5 per cent in Week 28. Akashavani Mumbai secured a 3 per cent share in Week 29, while Meow FM secured a 1.9 per cent share.
Our typical marketing budget is usually 10 per cent of the topline spend
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