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RAM Rambling: Radio Mirchi most popular among Mumbai women

07-April-2010
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RAM Rambling: Radio Mirchi most popular among Mumbai women

Radio Mirchi is the hot favourite among women listeners in Mumbai, while Red FM is the second most favourite FM station. Radio City and Big FM have also made big gains in the last two weeks, however they are all way behind Radio Mirchi.

According to RAM data in the all female 12 plus category, all place of listening from week 50 of 2009 (December 6-12) to week 12 of 2010 (March 14-20), Radio Mirchi continues to lead the Mumbai market even among female listeners. Mirchi has maintained an edge over the rest in terms of ratings, its nearest rival Red FM is a distant second and while Red FM has maintained its second position for so long among female listeners, the last two weeks have seen Radio City and Big FM make some gains in their ratings.

The week 12 ended with Radio Mirchi receiving 16.3 per cent market share, it had reached its highest peak on week 3 (10-16 Jan 2010) with 19.9 per cent of the market share.

Red FM on the other hand ended on week 12 with 13.1 per cent of the market share, from 16.4 per cent on week 51(13-19 Dec 2009).

Radio City has seen some impressive rise in their ratings, on week 12 it ended with 13.3 per cent market share, marginally ahead of Red FM thus reaching the number two spot among female listeners. Radio City for long had remained at number three spot in this category however now it is beginning to closely compete with Red FM for the number two spot. What remains to be seen is whether Radio City continues to maintain its position.

Big FM on the other hand ended with 12.2 per cent market share, after much fluctuations in its ratings Big FM too saw an increase in its ratings since the last two weeks wherein its came close to Red FM for the number two spot.

AIR FM2 Gold, Fever FM, Radio One are other favourites among Mumbai women, Vividh Bharati in fact has seen some significant gains in its listenership. The other clusters of FM station in Mumbai include Akashawani, AIR FM1 Rainbow and Meow FM.

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