afaqs!

Private FM players jostle for top spot in Mumbai

By Justin Thomas , afaqs!, New Delhi | In Media Publishing | November 06, 2008
Considering the data of the three earlier weeks, 39 to 41, the scenario has been variable, with no clear-cut leader in Mumbai

A tight & #BANNER1 & # race is unfolding among private FM stations in Mumbai. As per the last Radio Audio Measurement (RAM) data available, Big FM has managed a share of 18.9 per cent in Week 42, with Red FM and Radio City a mere 1.3 per cent behind it in a joint second position. In other words, the situation is fluid.

In fact, considering the data of the three earlier weeks, 39 to 41, the scenario has been variable, with no clear-cut leader. In Week 39, Red FM had an almost 5 per cent lead over Big FM, but in Week 40, Big FM managed a minuscule 0.2 per cent lead over Red FM, while the gap between Radio City and Red FM was reduced to 2 per cent.

The game of musical chairs continued into Week 41, with Big increasing its lead by 0.5 per cent over the new No. 2, Radio City, which stood at 17.8 per cent; Red FM lagged behind at third spot by 0.3 per cent. No doubt the data for Week 43, which are being released today, are eagerly awaited.

Before Week 39, Red FM was the clear market leader, but it is now facing a tenacious battle in Mumbai. Despite repeated attempts by afaqs! to contact top level executives at Big FM - the leader now as per RAM - over the past two days, there has been no reply forthcoming; the company has only informed afaqs! that it was unavailable for comment on the development.

While the heat is on in Mumbai, Delhi is relatively chilled out with Radio Mirchi the clear leader in the market. In Week 42, the radio station held more than 27.2 per cent of the market and it has been maintaining this average over a substantial period of time. In second place in Delhi is AIR FM Gold, with 15 per cent market share. Fever is third, with 12 per cent.

If you want a more detailed look, afaqs! provides you with RAM stats for the Mumbai and Delhi markets. The figures have been rounded off.