In one of the rare RAM moments, one radio station is the number player across the four RAM markets - Mumbai, Delhi, Bangalore and Kolkata in the latest RAM data for week 23. The FM station has been on an upward swing in all these markets except in Kolkata where Mirchi although dominant and way ahead of the curve has seen a slight dip in its graph. (See Graphs below)
These trends are from week 1 to week 23 of 2009, for the target audience All people 12 plus, All places of listening, All day parts for all RAM markets.
Mumbai, which was long dominated by Red FM, is a highly fluctuating market today with no clear leader. The year 2009 has seen Radio Mirchi emerge from the fourth slot to the number one slot in the current week, placing Red FM on the second slot this week.
There is no match for Radio Mirchi in Delhi and unlike the Financial Capital, Delhi continues to be dominated by Radio Mirchi. Fever FM has again climbed the ladder after toppling AIR FM2 Gold to take the second slot nonetheless it is still a distant second.
Bangalore has seen some surprises this week. Though it is not for the first time, but Big FM has been dethroned as the number one FM station in the city. The last time this had happened was on week 18 when Fever FM had reached the top slot but, this week it’s Radio Mirchi. The FM station throughout the year was otherwise placed in the second slot.
The Kolkata market too has placed Radio Mirchi at the top slot. Although Big FM, its closest competitor has managed to narrow the gap, Mirchi has continued to stay at the top.
It would be interesting to see if Radio Mirchi is able to maintain this leadership position in all four RAM markets for even one week more.
According to Sunil Kumar, MD Big River Radio, “Radio Mirchi has always enjoyed the leadership position in the advertisers’ mind, and these results only reinforce them and act as an added advantage. It is all about knowing the pulse of the listeners; it is innovation combined with consistency and Radio Mirchi has consistently innovated.”