Radio Mirchi Rules the Airwaves

Radio Mirchi emerged the clear leader with over 46.5 million listeners as per the recently published Indian Readership Survey (IRS) 2009 R2, week after recall data released by the Media Research Users Council (MRUC) Wednesday.

Radio Mirchi is double the size of its next competitor Big FM and almost three times the size of the largest print daily Dainik Jagran (AIR 16.1 million).

The survey also places Radio Mirchi at the top of the list in the key markets of the country. Radio Mirchi tops the charts with the largest cumulative listenership of 15.4 million in the eight key cities of Mumbai, Delhi, Kolkata, Hyderabad, Bangalore, Pune and Ahmedabad. Red FM follows with 7.2 million listeners. Even geographically Radio Mirchi has triumphed across West, North, East and Central India.

Elated with the success, Sujata Bhatt, EVP, Strategy and Marketing, Radio Mirchi said, “We welcome the IRS, R2 data .Our lead over the next player is still 128% higher – more than double! We are the clear No.1 in the top 8 cities .The IRS is the only source of radio listenership that gives a fairly accurate measure of national reach (cumes) and listenership. This round also indicates that listenership leads of Mirchi are stable and listenership numbers of others who launched late are also now stable. We also welcome the higher level of detail in R2 – for e.g.the metro data is split zone-wise (N, E, W, S and UA) and the corrections in the minor glitches of R1.”

Delighted with the results, Tapas Sen, Chief Programming Officer, Radio Mirchi said, “I am thrilled to see the IRS R2 results. It is a thumping endorsement of our mood based programming strategy which has obviously gained wide consumer acceptance.”

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