Mirchi 98.3 FM zooms to the No. 1 position in Chandigarh!
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 IMRB amongst car radio listeners. The data given below shows that Mirchi has a listenership share of 64% in Chandigarh.
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.