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RAM Rambling: Radio Mirchi still leads in Delhi, but Fever FM catching up

14-September-2009
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RAM Rambling: Radio Mirchi still leads in Delhi, but Fever FM catching up

Radio Mirchi has for long been seen as unbeatable in Delhi, leaving the rest of the FM players at a considerable distance behind. However, Fever FM has been gaining ground since the beginning of 2009 with its aggressive marketing and music line-up, especially since the findings from its Delhi Radio Survey in 2008.

According to RAM data, the 21-week week trend from week 15 to week 35, all people 12 years and above, and all places of listening shows Radio Mirchi maintaining its leadership position. However, the surge in Fever FM ratings in Delhi has narrowed the gap with the leader. Fever FM has seen a consistent surge in its ratings from week 27 onwards, with the FM station receiving a market share of 22.1 per cent on week 35, its highest in the 21-week period. Radio Mirchi had a market share of 24 per cent on week 35.

AIR FM2 Gold, which was once the only FM player in the Capital (before the advent of the private FM stations), had a market share of 14.5 per cent on week 35. AIR FM2 Gold, which was in a close fight with Fever FM for the second slot has now lagged behind with the latter now seen in direct competition with Radio Mirchi for the top slot. What remains to be seen is whether Fever FM will be able to maintain its surge and further narrow this gap, if not achieve the top spot in the Delhi market.

Meanwhile, the fourth slot sees a close fight between Red FM, Radio City, Radio One and Big FM.

The other clusters in this market include Meow FM, Hit FM, AIR FM1 Rainbow, Akashavani and Vividh Bharati.

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