Going by the latest RAM report from week 35 to week 47 for morning listeners (7 am to 11am) in the Kolkata market, Radio Mirchi has managed to keep a decent lead over the rest. While Kolkata has a clear leader in the morning hours as per the ratings, there is no clear No. 2 player. Both Big FM and Friends FM are in a tough fight for the second slot. Maintaining its steady growth in their market share, Red FM is placed at a distant fourth place. Amaar FM, Fever FM and Meow FM fight it out for the fifth slot. The rest of the cluster in the Kolkata market included Power FM and a collection of government stations.
When it comes to primetime, radio is certainly a strong medium, particularly in the morning hours, since this is the time when all kinds of listeners tune in to the local medium. Radio Mirchi, which has shown consistency in its leadership in Kolkata on week 47, ended with a market share of 21 per cent. Although there is no clear winner for the second slot, Big FM ended with 18 per cent, the station had on week 38 reached its peak with 20 per cent in its value share. Also competing closely for the second slot is Friends FM, which on week 47 ended with a 16 per cent market share, a slight decline from week 46, where it had a 17 per cent share.
Red FM, which maintained its fourth position for 13 weeks in a row, reached its peak at 12 per cent. The fifth slot is also sees a close fight between Amaar FM, Fever FM and Meow FM, leaving no clear picture, nevertheless, Amaar FM on week 47 ended with an 8 per cent share, Fever FM with 7 per cent share, and Meow FM with 6 per cent share.
Chandradeep Mitra, President, Mudra Max, said, “Morning and early evenings are the times when radio gets more listeners, particularly in-home listeners. It is during the 8 am to 11am time period that the audience cannot consume any other medium as they would be busy with household chores or getting ready for work. Radio is a great passive medium and it is during the primetime that advertisers take the advantage of all kinds of listeners who tune in.”
Sandeep Lakhina, MD, India - West and South, Starcom Worldwide, said, “Radio is a strong medium during the primetime slot, competing with newspapers, news channels and the Internet. It is true that during this time slot radio has emerged as a very strong medium keeping in mind the drive time when people rush to work. Radio during this time, I would say, is a strong medium, but certainly not the best medium for the advertisers as it has a lot of competition from print, television news channels and the Internet.”