In two months of its launch in Chandigarh, Mirchi 98.3 FM has become the No.1 radio station in the city according to research conducted by Kantar IMRBamongst car radio listeners. The data given below shows that Mirchi has a listenership share of 64% in Chandigarh.
(Source: Listenership share as per coincidental research carried out by Kantar IMRB to check the radio stations
listened to in cars)
Bhanu Pratap Singh Chauhan, Cluster Head – Punjab, J&K & HP, Radio Mirchi reacted, “We are delighted by the results of the Kantar IMRB car tracks. We launched with a promise to provide quality entertainment to the listeners in Chandigarh. It was a strategic decision to keep our advertising inventory low so that the focus could be on the entertainment and music that played on the station and I am very happy that the audience has responded so well to it. Our campaign with Diljit also resonated with the youth of Chandigarh and was a resounding success. We will continue to focus on providing high quality programming and have a host of exciting plans lined up.”
The research, carried out by research agency Kantar IMRB, is a form of coincidental research to check the radio stations listened to in cars. It is done not by asking the respondent which station they are listening to on the car radio but by checking the frequency displayed on the dial of the car radio. The research was carried out in 10 junctions in the tri-city area of Chandigarh, Panchkula and Mohali.
Kantar IMRB, a pioneer of market research services in Asia, partners its clients across the entire brand lifecycle through a unique mix of innovation and analytical thinking to design customised solutions that deliver maximum impact. Leveraging on its large array of syndicated services and specialist divisions, Kantar IMRB helps its clients in crafting marketing and consumer strategies. With a multi-disciplinary and multi-cultural workforce of over 750 full time researchers and analysts servicing clients, Kantar IMRB is at the forefront of research and consulting services. An eight-time recipient of “Agency of the Year”, Kantar IMRB’s footprint extends to 50 offices across 12 countries.
About Radio Mirchi:
Entertainment Network India Limited (ENIL), India’s leading private FM radio broadcaster, popularly known as Mirchi, operates 45 stations across 39 cities in the country. Launched in 2001, Mirchi has the highest listenership across the country and a track record of developing innovative content, thus expanding and retaining its audiences and advertisers through the years. Radio Mirchi has delighted listeners and the industry with its exciting properties like the Mirchi Music Awards (in eight languages) and Mirchi Top 20.
Radio Mirchi’s continuous innovations across different platforms like Mirchi Mobile and the digital space (in the form of online radio stations) have been instrumental in its gaining leadership in the private FM Radio industry.
Radio Mirchi made its international foray with the launch of the brand in the UAE. Since February 2012, Radio Mirchi can be heard in Dubai, Abu Dhabi and Al Ain and is the first Indian radio brand to go international.
