| 23 Feb 2024
IMRB study places Mirchi on top among car listeners in Chandigarh

MUMBAI: In two months of its launch in Chandigarh, Radio Mirchi has become the number one radio station in the city, according to a Kantar IMRB research report. The report carried out in in-car listenership in Chandigarh, says Mirchi has a listenership share of 64 per cent in the city.

Radio Mirchi Cluster Head of Punjab, Jammu and Kashmir and HP, Bhanu Pratap Singh Chauhan says, “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.

Also read: Radio Mirchi set for formal launch in Chandigarh