Red FM has reason enough to paint Mumbai red this week – the FM station has clocked an impressive 52nd week of leadership in Shares, Cumulative Reach & TARP, across all TGs and both at an overall station level and across key dayparts / shows.
Quoting RAM data, Red FM says that at an overall level, the Mumbai station clocked a weekly average of 44.89 lakh listeners over 52 weeks and a 7.3 lakh lead over its nearest competitor. At a show level, Morning No.1 with Malishka, the most popular and awarded show in the country, has a weekly average of 21.88 lakh listeners, while Mumbai Local with Mantra, has a weekly average of 19.90 lakh, the station claims.
On a 52 week average, Red FM has a share of 18.8 per cent of the market, while the second position is held by Radio City with a 17.4 per cent share. Commenting on the success of the station, Abraham Thomas, COO, RED FM said, 52 weeks on the top, 36 awards in our kitty, Best FM Brand of the country…all in a day’s work! Red FM not only dominates at an â€?all people’ level (Across all TGs); it also dominates in TGs like SEC AB, 25-44 that other stations base their sales pitch on.”
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Thomas adds that the station is also number one in advertising share. “Our leadership in advertising share reflects our status as a preferred destination for advertisers. And this is because we offer the most innovative ideas, 360 degree creative solutions, cost effectiveness and of course the numbers to back it all up!”
The RAM figures appear to have helped Red FM in no small measure. The encouraging results have also induced the station to hike its ad rates by 15 to 20 per cent beginning from 1 October. Red FM, which operates in Delhi, Mumbai and Kolkata, had not made any change in its ad rates for the last 16 months.
Its jockeys, its ‘bajaao for a cause’ stance and its avowed dedication to hit numbers, along with its innovative ad solutions all seem to have combined to give Red FM reason to cheer in Mumbai.
