Continuing with our RAM reports on morning listeners (daypart: 7 am to 11 am) all place of listening, from week 35 to 47, All people 12 plus, the 13-week trend in this market show Radio Mirchi as the undisputed leader. The FM station has consistently managed to maintain its numero uno position. Giving it some competition is AIR FM2- Gold, which is the other popular FM station among Delhiites. However, its trails a distant second. The Government-owned station has also managed to safeguard its No. 2 position.
While the top two slots are reserved by Radio Mirchi and AIR FM2- Gold, the fight for the third slot is beginning to see some intense competition between Fever FM, Red FM, Radio City, Radio One and Big FM, of which Fever FM has managed to clinch for a longer time. However, the latest week 47 has shown a slight dip in Fever FM’s market share.
The next cluster has Meow FM, Hit FM and a collection of Government stations.
Week 47 of the latest RAM report shows Radio Mirchi holding on to 28 per cent of their market share, in these 13 weeks the FM station reached its highest peak at 31 per cent, which was on week 45. AIR FM2- Gold, which has seen a steady growth in its market share, ended with 17 per cent, the Government-owned FM station has, in fact, maintained a linear growth trend in these 13 weeks.
Fever FM, which has long remained in the third position despite a tumultuous ride and some tough fight, ended with 9.2 per cent of the value share, a slight dip from its earlier share. Red FM, too, on week 47 ended with 9.2 per cent; Radio One and Radio City and Big FM ended with 7 per cent.
The fight for the fourth slot is between Meow FM and Hit FM, AIR FM1- Rainbow, Akashavani and Vividh Bharati.
Automobiles and financial clients bank on drive time
Nikhil Rangnekar, Executive Director - West, Starcom India, said, “Media planners or advertisers use RAM only to understand which stations are to be taken. In the mornings, it would be the financial clients that mainly target the male listeners because it of the drive time.”
Sandeep Sharma, GM, MediaCom, said, “Delhi being the largest car market would find clients from automobiles, tyres, etc., targeting the upper SEC males. The morning hours will also find a lot of financial clients too making the best use of the drive time. As media planners, we look at all day parts and the clients generally target the upper SEC male listeners particularly because of the drive time and women mainly in the afternoon.”