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RAM Rambling: Radio Mirchi stays hot in Delhi; AIR FM2 Gold trails a distant second

13-November-2008
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RAM Rambling: Radio Mirchi stays hot in Delhi; AIR FM2 Gold trails a distant second

Focusing on the Delhi market this time, the 14-week RAM data – all 12 plus, all listeners, whole week – for Weeks 30 to 43, puts Radio Mirchi as the clear leader in the Capital. AIR FM2 Gold comes a distant second. Fever FM has managed to maintain its third slot, with Red FM, Big FM, Radio City and Radio One closely competing for the fourth slot. Meow FM, AIR FM1 Rainbow, Hit FM, Vividh Bharati and Akashvani follow.

While Radio Mirchi had a market share of 27 per cent, AIR FM2 Gold had a market share of 15 per cent. Both these stations have shown a steady trend, at least in terms of market share. In fact, the listenership of Radio Mirchi reached a peak at week 41, when the station had a market share of 28 per cent.

(Going by All 12 plus, all listeners, whole week) Fever FM, too, has managed to maintain a consistent No. 3 position in Delhi with a market share of 12 per cent, after holding a steady 10 per cent of the market. It was only in weeks 42 and 43 that the station gained some market share.

The fourth slot sees some intense competition between Radio One, Red FM, Radio City and Big FM. As per data for week 43, Radio One, which caters to SEC A and B, has managed to acquire a 9 per cent market share, a slight decline after a consistent 10 per cent share between week 38 and week 41.

Red FM also saw an increase in its market share to 9 per cent on week 43; Radio City managed a market share of 8 per cent from week 41 onwards; while Big FM on week 43 acquired 7 per cent share of the market.

The fifth slot, too, was a closely contested one is between Meow FM, Hit FM and Government-owned AIR FM1 Rainbow. Vividh Bharati and Akashavani bring up the rear with a market share of 1 per cent as per week 43.

Although numbers are very crucial for both FM players and advertisers, the big question here is whether these numbers actually help FM stations generate revenues. At times F stations might even find their revenue share exceed their listeners.

Sanjay Sharma, GM, MediaCom, pointed out, “Clients that work with specialised media houses do look for numbers after which they decide on their media spends as advertisers and media planners follow the listenership pattern.”

He explained, “Whether it is print, television or even radio, there is a direct relation between listenership and revenue generation. However, I believe it is the No. 1 and No. 2 players who get the advantage of generating revenues which may be even higher than their listenership numbers.”

Kunal Jamuar, GM, Madison Media, opined, “Listenership might not necessarily mean that it would help in revenue generation, because the coverage area of that station is another issue that is important. However, I believe that in such cases, it is the station which has the highest listeners that might find its revenues exceed its listeners.”

Also read:

RAM Rambling: FM players in Kolkata say cheers; Radio Mirchi emerges as No. 1

RAM Rambling: Big FM emerges clear leader in Bangalore

RAM Rambling: Tough fight for the top slot in Mumbai

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