According to the car listenership track conducted by IMRB on June 16, Radio Mirchi's listenership in Chennai is 55 per cent as compared to 41 per cent of Suryan. FM channels Rainbow and Gold recorded a listenership of 3 and 1 per cent respectively.
WPP Group company IMRB-conducted listenership track is an exhaustive research done among car owners alone. The Chennai track covered over 240 cars across 10 of the busiest signals in the city, like Ega Theatre- Poonamalee High Road Signal and Vadapalani Signal on 100 Ft Road, to name a few.
Hemant Mehta, country manager, IMRB International, says, "The car track survey is a fairly accurate indicator of radio listenership. The important feature of the methodology is that the findings are based on actually verifying the 'dial' in the car, rather than what is claimed by the car occupant." In addition to Chennai, the recent car track surveys conducted by IMRB in New Delhi, Kolkata and Mumbai also place Radio Mirchi as the number one radio station in the respective cities.
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