The 13-week trends as per RAM data for weeks 15 to 27, all people 12 years and above, all places of listening, has put Radio Mirchi once again at the top in the four metros – Mumbai, Delhi, Kolkata and Bangalore. This trend has been continuing for the last few weeks, although not on a continuous basis. It was in mid-June 2009 that Radio Mirchi managed to become No. 1 in all four RAM markets, and probably has also become the first FM station to be so.
Mumbai for instance known for its volatile behaviour in terms of ratings has also thrown some interesting trends with Red FM and Radio Mirchi battling it out for the top slot however week 27 ended with Radio Mirchi leading with 18.2 per cent of the market share while Red FM stood at 16.1 per cent of the market share on week 27. While Mumbai has long been dominated by one player- Red FM, the year 2009 especially the early months have seen this market throw plenty of surprises when it comes to the number one position, the thirteen weeks trend now shows that it is Red FM versus Radio Mirchi that are competing tooth and nail in retaining the top slot in Mumbai. What remains to be seen is how long Mirchi is able to retain its number one position in Mumbai or will it be Red FM again or any other FM station. The trends also show Big FM, Fever FM, Radio City and the government owned AIR FM2 Gold competing for the second slot however week 27 ended with both Big FM and Fever FM getting 13.2 per cent of the market share and while Big FM has been in the third position for some time now atleast consistently in the last few weeks, Fever FM has again seen an upswing in its ratings.
Delhi continues to be the stronghold of Radio Mirchi where the FM station is the undisputable leader nevertheless week 27 ended with the FM station with 25.2 per cent of the market share. If Radio Mirchi is unbeatable in Delhi then AIR FM2 Gold for long had enjoyed the second position in Delhi however the government owned FM station has been receiving quite a strong competition from Fever FM nevertheless the two are way behind Radio Mirchi. Although Fever FM and AIR FM2 Gold are a distant second the two are comfortably competing against each other for the second position nevertheless Week 27 ended with Fever FM getting 17.3 per cent while AIR FM2 Gold received 16.2 per cent of the market share. Players like Red FM, Radio City, Big FM and Radio One are competing for the third slot however they are a distant third.
Once a stronghold of Big FM, Bangalore in week 27 has seen Radio Mirchi for the third time reach the top slot, the other FM station to have overtaken Big FM was Fever FM though Fever FM could not manage to maintain that leadership position. While Radio Mirchi has always been Big FM’s nearest rival in this market it was only since week 23 that Radio Mirchi overtook Big FM. As on week 27 Radio Mirchi stood at 20.1 per cent of the market share while Big FM was at 17.3 per cent of the market share. Fever FM which was once in the top two is now finding place in the third slot with Radio City, AIR FM1 Rainbow, SFM and Radio One.
Kolkata too has long been Radio Mirchi stronghold, on week 27 the FM station received 19.1 per cent of the market share, its nearest rival Big FM was a distant second with 15.3 per cent of the market share and Friends FM has retained its third position from Aamar FM which is back to number four position in Kolkata market.
According to Nikhil Rangnekar, Executive Director, West, Starcom India, “Being number one in all four metros and if it is on a continuous basis definitely has a lot of positive impact on the FM station however most clients take the top three or four FM stations although the number one may have some added advantage but, eventually it does help.”
Sanjay Sharma, Director, Synergy explained, “Radio Mirchi becoming number one in all four RAM markets only reaffirms its leadership position and its strength therefore making Mirchi an even more preferred brand and therefore having a positive impact with advertisers as a number one is always considered a premium.”
Sunil Kumar, MD Big River Radio stated, “Radio Mirchi has created a leadership position for themselves by creating original formats, they understand this better because they know the formula and can even upgrade them. What others have to do is create a better formula, a more effective one to stay ahead of the curve. The advertisers on the other hand also see Mirchi as leaders even when they were not number one in all four markets and this trend and possibly for the second time when the FM station managed to reach the top slot in all four markets has only proven to be true. However it is also important that the FM station have a very high market share and unless this does not happen the advertisers cannot ignore the second, third or even the fourth players.”