After repeated fluctuations in RAM ratings among FM stations in Mumbai, the 13-week trend, all people 12 plus, day part - Sunday to Monday 12 am to 12 am, shows Red FM as a clear leader in the race. The 13 weeks trend also shows the emergence of Radio Mirchi and Fever FM as the No. 2 and No. 3 players, respectively, while Radio City and Big FM, who use to compete for the top slot, now show a dip in ratings.
Week 13 shows Red FM maintaining its leadership position with consistency in the FM space in Mumbai with a 16 per cent market share. The FM station reached its highest peak with 18.3 per cent market share in week 11. Red FM has managed to keep itself ahead of the curve for a really long time. Radio Mirchi, on the other hand, managed to get 14.4 per cent of the market share as on week 13. Mirchi was at its peak with 17 per cent market share.
Fever FM was another surprise. On week 13, the FM station had 13.9 per market share, which was a sharp rise from week 11, where it had an 8.8 per cent share.
Meanwhile, both Big FM and Radio City have seen a drop in their market shares. However, till week six, Red FM, Big FM and Radio City were vying for the top slot. While Radio Mirchi and Fever FM surged ahead, Radio City and Big FM lagged behind.
Week 13 of the RAM rating shows Big FM with 13.2 per cent of the market share. On week 01, the FM station had touched 16.5 per cent of the market share, which was the highest this year. Radio City was at 11.3 per cent on week 13. The FM station was at 16. 5 per cent on week 01 along with Big FM.
AIR FM2 Gold reached 13 per cent of the market share as on week 13, followed by Radio One with 6.4 per cent, and AIR FM1 Rainbow with 4.3 per cent. The other clusters in this space are Meow FM, Akashavani and Vividh Bharati.
According to Kunal Jamuar, GM, Madison Media, “I believe the change in ratings would not have any immediate repercussion in terms of advertising shift unless the trend continues for another two or three weeks. For certain cities, especially where data is available, numbers do play a critical role, otherwise its goes beyond gut call.”
Sanjay Sharma, GM, MediaCom said, “Numbers play a critical role even in the FM space. In fact, with the ongoing economic slowdown, the money spent needs to be justified and radio being cost efficient, one of its advantages is that localised campaigns work more effectively.”