Top Story

e4m_logo.png

Home >> Media - Radio >> Article

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

06-October-2009
Font Size   16
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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube

FMCG brands Reckitt Benckiser and Hindustan Lever continue to lead BARC's Top 10 Advertiser

The Oxford Dictionary defines an Adultescent as “a middle-aged person whose clothes, interests, and activities are typically associated with youth culture”