Radio Mirchi 98.3 FM tops IMRB survey in Delhi

The launch of three private FM radio stations in Delhi on April 29 has no doubt spurred a change in the media consumption habits of city residents. The collective marketing and promotional efforts of Radio Mirchi, Radio City and Red FM have resulted in a substantial increase in the overall daily FM listenership. According to the latest listenership figures released by IMRB International's Media & Panel Unit, radio listenership in the city has increased to 16.9 lakh on a daily basis.

The research - conducted among the 15-plus age group across SEC A, B and C households in Delhi - indicates that radio listeners in Delhi spend 118 minutes every day listening to FM radio, not far behind the 139 minutes of time they spent watching television daily.

IMRB's research confirms Radio Mirchi as the leading FM Radio station ahead of Red FM and Radio City. With 12.1 lakh daily listeners, Radio Mirchi leads with a 72 per cent share of the market, followed by Red FM with 3.7 lakh daily listeners and Radio City with 2.9 lakh daily listeners.

On the key parameter of loyalty, the research reveals that Radio Mirchi enjoys the highest "loyalty" among its listeners. Almost 53 per cent of daily listeners of Radio Mirchi choose not to tune in to any other radio station. The corresponding figure for the other private radio stations is in the region of 10 per cent.

The findings of this study corroborate research done by IMRB in cars during drive time traffic. IMRB conducts the in-car listening research every fortnight in Delhi, and findings indicate that Radio Mirchi is the favoured station on the roads with a share over 50 per cent on an average since launch.

The popular programmes Hello Delhi (7.00 to 11.00 am) and Total Filmi (11.00 am to 1.00 pm) on Radio Mirchi 98.3 FM are the highest rated radio programmes in Delhi. The overall satisfaction scores for the respective stations were 75 per cent for Mirchi, followed by 48 per cent for both Red and City.