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RAM Rambling: Radio Mirchi, Red FM, FM Gold morning favourites in Mumbai

28-July-2009
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RAM Rambling: Radio Mirchi, Red FM, FM Gold morning favourites in Mumbai

Morning time is prime time for any FM station, garnering the maximum listeners and seen as one of the best times for advertisers. Hence, particular attention is given to this time slot by all FM stations. Fir instance, Radio City recently roped in a new RJ to co-host its revamped breakfast show ‘Kasa Kai Mumbai’. Big FM, too, has in the last two months has roped in dual RJs for its breakfast show (aired between 7 am and 12 noon). This apart, the FM station has also increased its focus on Bollywood for its hourly contests.

Taking a look at the 14-week trend (weeks 15-28) for the 7-11 am slot for the Mumbai FM market, exchange4media found some interesting observations. According to the latest RAM data, all people 12 years and above, all places of listening, Radio Mirchi, AIR FM2 Gold and Red FM are in a close battle for the top slot, with Radio Mirchi nudging ahead of the rest in week 28 with a 17.8 per cent of the market share. AIR FM2 Gold ended with 17.5 per cent of the market share, while Red FM had 15.6 per cent of the market share.

In the 14-week trend, Red FM had by far clearly dominated the FM space in Mumbai, till the last six weeks, following which the top slot saw close competition between Radio Mirchi and AIR FM2 Gold. The only time AIR FM2 Gold reached the No. 1 position was in weeks 24 and 25, and that too by a narrow lead. Radio Mirchi, too, saw a surge in its ratings – from 14.1 per cent of the market share on week 15 to the current 17.8 per cent market share.

Another interesting trend is that of Fever FM, who’s ratings saw quite a few ups and downs. After reaching its highest peak on week 18 with 17.3 per cent of the market share, taking it all the way to the second position, there was a sharp decline in its ratings, followed by a rise again. On week 28, Fever FM ended with 12.1 per cent of the market share, thereby standing in the fourth position.

While Red FM and Radio Mirchi competed for the top slot in Mumbai for the morning time band, the second slot also witnessed a tough fight between Fever FM, Big FM and Radio City, with week 28 ending with Big FM scoring 11.1 per cent of the market share and Radio City ending with 10.7 per cent of the market share.

Radio One has been seeing a steady growth in its ratings. The other cluster in the Mumbai market includes Meow FM, AIR FM1 Rainbow, Akashavani and Vividh Bharati Mumbai.

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