IRS 2009 R2 Report: Radio Mirchi on top slot

In the recently published Indian Readership Survey (IRS) 2009 R2 Radio Mirchi comes out to be the leader with 46.5 million listenership. Big FM follows the chart.

Thrilled 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! This round also indicates that listenership leads of Mirchi are stable and listenership numbers of others who launched late are also now stable."

Delighted with the results, Tapas Sen, Chief Programming Officer, Radio Mirchi said, "It is a thumping endorsement of our mood based programming strategy which has obviously gained wide consumer acceptance."

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.

Bhatt, further believes, "The IRS is the only source of radio listenership that gives a fairly accurate measure of national reach and listenership. We also welcome the higher level of detail in R2 ' for e.g.the metro data in split zone-wise (N, E, W, S and UA) and the corrections in the minor glitches of R1."