Regular listenership of radio has gone up only marginally in Mumbai, but growth in casual listeners is picking up fast.
NEW DELHI: Regular listenership of radio has gone up only marginally in Mumbai, but growth in casual listeners (those who tuned into any radio station at least once a week) is picking up fast. In Delhi and the National Capital Region (NCR), however, the number of regular listeners (those who tuned in as recently as yesterday for at least five minutes) is showing a more robust growth than that of casual listeners.
According to the latest data of Indian Listenership Track (ILT) from July to September 2006, regular listeners in Mumbai have grown 3.8% from the average numbers registered in 2005. But, there’s a growth of 10.2% in the ‘last one week’ listenership in Mumbai, when compared with the average figures of 2005. In Delhi and NCR, regular listenership is up 9.3%, against 4.8% growth in the ‘last one week’ audience.
Interestingly, weekend listenership has grown significantly both in Mumbai and Delhi from 2005 levels. Weekend listenership is up 10.9% in Mumbai, while Delhi has witnessed a growth of 10.8%. Those listening to radio all seven days in the week have also increased in number-in Mumbai by 18.1% and in Delhi by 3.9%.
The listenership universe is estimated at 49.85 lakh in Mumbai and 60.15 lakh in Delhi and NCR.
The ILT study is conducted by Media Research Users Council (MRUC) and AC Nielsen ORG-MARG. Designed on the ‘Day After Recall’ methodology, it provides ‘Yesterday Listenership Data’ across all radio stations in Mumbai and Delhi. Kolkata will be included in the study soon.
Among the various players, Radio Mirchi remains the leader in Mumbai with a reach of 44.4%. However, Red FM has shown impressive growth of 64% over the 2005 average, among private FM radio stations. Red FM has a reach of 32% in the Mumbai market. But the highest growth - of 259% - has been recorded by another private player, Radio One, though it had a limited reach of less than 6% in 2005. Radio One’s reach has increased to 19% in 2006. Leader Radio Mirchi has grown just 7.7%, while Radio City has dipped 7.4%. But Radio City continues to have the second largest market share in Mumbai at 35%.
In Delhi again, Radio Mirchi retains the number one position with a reach of 74%, but it has grown only 15.2% over 2005. On the other hand, Red FM has grown 84.4% in Delhi, to increase its reach to 34%. Radio City has grown 14.1% in Delhi, and now has an audience share of 37%.
All India Radio (AIR), which enjoyed a monopoly in the segment till recently, also throws up some interesting figures. For instance, AIR FM2 has grown 124% in Mumbai to increase its reach to 11.4% from 5.3% earlier. AIR FM1 listenership has increased by 87.7%, while old-time biggie Vivid Bharti has dipped 23.1% in Mumbai. In Delhi, AIR FM1 has grown at 124.2%, while AIR FM2 listenership has increased by 92.5%. Vividh Bharti too has picked up in Delhi with a growth of 49%.
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