RAM Rambling: Radio Mirchi takes massive lead in Mumbai; battle for No. 3 intensifies

The 24-week trend in the Mumbai market, as per RAM data, shows Radio Mirchi maintaining its leadership position, with Red FM coming a distant second. However, the third slot sees a tough fight amongst Fever FM, Radio City, Big FM and AIR FM2 Gold.

e4m by Robin Thomas
Updated: Oct 6, 2009 7:21 AM
RAM Rambling: Radio Mirchi takes massive lead in Mumbai; battle for No. 3 intensifies

The FM battle in Mumbai market is seeing some interesting trends. Radio Mirchi has maintained its leadership position in India’s financial capital for 12 consecutive weeks, that is, from week 27 to week 38, and its ratings are only going up. On the other hand, Red FM, the once dominant FM station in Mumbai, is now a distant second.

However, it the battle for the third position that is generating quite some interest, which sees FM players like Radio City, Big FM, Fever FM and AIR FM2 Gold vying for the slot.

According to RAM data for weeks 15 to 38, all people 12 years and above, all dayparts and all places of listening, Radio Mirchi has further strengthened its leadership position in Mumbai. From a market share of 14.7 per cent on week 15, the FM station went up to 18.7 per cent market share on week 38.

Red FM’s market share on week 38 stood at 14.3 per cent from a peak of 17.6 per cent on week 24. What remains to be seen is whether Red FM is able to increase its ratings in coming weeks or will Fever FM, Big FM, Radio City or AIR FM2 Gold overtake the FM station. These four stations are currently locked in an intense fight for the third slot.

AIR FM2 Gold ended week 38 ended with 12 per cent of the market share.

Fever FM, which had once reached the top spot in the Mumbai market, is now among the few competing for the third slot. The FM station had a 11.9 per cent market share on week 38, along with Radio City and Big FM.

The other cluster of FM stations in Mumbai includes Radio One, Meow FM, AIR FM1 Rainbow, Vividh Bharati and Akashavani.

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