Table 1

• Radio Listenership as determined by Yesterday Listeners has gone up in Mumbai by adding 3.5 lacs listeners.
  
• Also, there is a transformation from casual Listeners to regular listeners as seen in last 3 days & week ago.

• Delhi as compared to Mumbai has registered a marginal growth, adding 65000 listeners

Table 2

• While Yesterday Listenership in Mumbai has grown by 6.9%; one week Listenership has seen a drop of 0.7 %
• On the other hand Delhi’s yesterday listenership has grown at a lower pace (1.1%) as compared to Mumbai (6.9%)

Table 3

• Audiences seem to be giving a better ear to listening over the Weekday than on a Weekend. The growth in Weekday Audience is four times the growth in Weekend audience

• Here again Radio has a better listenership over the Weekday as compared to Weekend

Table 4

• Mumbai Listeners listening to Radio all 7 days in a week has gone up marginally from 25.3% to 25.9% adding 92000 individuals

• Delhi has registered a slight drop by 1.1% in it’s all 7-days listenership.
• Delhi has witnessed a better growth in the 2 – 4 days a week segment.

Table 5

• The number of stations listened to has gone up in both Mumbai and Delhi.
• Delhi continues to be ahead of Mumbai in this respect.

Table 6

• Consistent growth can be seen across all the radio stations.
• AIR FM 100.7 has gained the highest growth of 25 % in its reach.
• Radio City & Red FM have also registered a growth of 9.5% & 5.1% respectively.
• Nevertheless Radio Mirchi continues to retain its position by increasing its reach from 44.4% in 2006 Wave 1 to 49.3% in 2006 Wave 2.

• AIR FM 107.1 has gained the highest growth of 7.6 % by adding 31000 listeners.
• Radio Mirchi again retains its position with a 69% reach amongst Yesterday listeners.

With the increasing demand for new markets to be covered, Kolkata has been introduced in ILT 2006 Wave 2.

Table 7

One third of the total listeners in Kolkata are regular listeners with 64% last 1 week listeners.

Table 8

Table 9

Radio Mirchi listenership follows its awareness with a maximum share of 68% followed by Red FM & Aamar FM.