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And the most popular FM channel is...

Radio fever is raging virulently. Buoyed by this, Zarca Interactive, an online market research company (www.zarca.com), conducted a week-long survey in October spanning 20,000 people.

The survey was to find out which one was most popular amongst the prime serven FM channels- Vividh Bharati, 107.1 FM, Radio Mirchi 98.3 FM, Radio City 91 FM, Go 92.5 FM, Red 93.5 FM, and Win 94.6 FM.

The survey was conducted in four major cities- Mumbai, Pune, Delhi and Bangalore between the age group of people above 16 years of age.

Survey results

• In New Delhi, 107.1 FM dominated the show with 30 per cent, closely followed by Vividh Bharati (21.58 per cent).
• In Bangalore, Radio City 91 swept aside all competition with a mammoth audience of 85 per cent.
• In Pune, Radio Mirchi 98.3 dominated the charts with 53.48 per cent of listeners.
• In Mumbai, Radio Mirchi 98.3 forged ahead with an audience of 44.95 per cent, much ahead of the runner up, Radio City 91 (23.42 per cent).

The survey revealed that 27 per cent of the respondents devoted more than eight hours per week of their time to FM radio, while 33 per cent listen to it for anything between 2-5 hours per week.

Timings

In an amazing turnabout of the popular myth that the favourite time for listening to a radio is late night or even midnight, the survey showed that 56 per cent of the respondents prefer to listen to FM in the morning (from morning 0800 IST to 1200 IST).

Radio advertisements

That radio is a powerful medium of advertising was proved by the fact that 39 per cent of the respondents replied to in the affirmative about listening to radio ads. Another 59 per cent also listen to them occasionally. The percentage of people who do not at all listen to radio ads was absolutely negligible.

Listener profile

The age group listening most to the radio is the one that falls in the bracket of 23-30 years (38 per cent). Sixty one per cent men listened to radio as opposed to 39 per cent women. The survey also revealed that people working in the executive/managerial positions preferred to hear the radio (21 per cent). They were closely followed by students (20 per cent) and IT professionals (17 per cent).

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