Mumbai also known as Bombay is the capital city of Maharashtra having population of around 22 million making it the most populous city in India. There are huge number of radio listeners in Mumbai and in surrounding areas like Thane and Navi Mumbai. Being the financial, commercial and entertainment capital of India, Mumbai has a very huge market for highly popular brands which makes radio advertising the most effective and reasonable medium to go for. Radio advertisement in Mumbai has the capability of targeting consumers of all ages, genders and incomes. There are nine popular Radio Stations in Mumbai which broadcasts the updates, local information and music in Marathi, Hindi and English. Apart from it the city also has All India Radio and Vividh Bharati to broadcast local updates. Each station has their own audience capacity depending on the number of listeners. Rates for advertisement on radio channels in Mumbai vary according to their listenership.
|Radio Station||Frequency||Language||Targeted Age Group||Ranking (by Excellent)|
|Fever FM||104||Hindi; Marathi||Matured||1|
|Big FM||92.7||Hindi; Marathi||Matured||2|
|Radio Mirchi||98.3||Marathi; Hindi; English||Universal||3|
|Red FM||93.5||Hindi; Marathi||Youth||5|
|Ishq FM||104.8||Marathi; Hindi; English||Youth||7|
|Magic FM||106.4||Hindi; Marathi||Youth||9|
|AIR FM Gold||100.1||Hindi; Marathi||Matured||10|
|Vividh Bharati||102.8||Hindi; Marathi||Matured||11|
|AIR FM Rainbow||107.1||Hindi; Marathi||Matured||12|
Following is the process to follow to have a successful campaign of radio advertising in Mumbai:
|7:00 AM – 11:00 AM||Morning (Prime Time)||The morning time band is considered a prime time and is highly recommended for advertisements due to the increased number of listeners in morning.|
|11:00 AM– 5:00 PM||Afternoon||The Afternoon time band is considered a non-prime time due to its lesser number of listeners comparatively but music shows and major podcasts are played in this slot.|
|5:00 PM – 10:00 PM||Evening (Prime Time)||The evening slot is considered a prime time and recommended for advertisements because the more number of commuters listen to radio in the evening.|
|RODP||Equal Division of Ad slots in Morning, Afternoon & Evening drives||In RODP the advertisement slots is divided equally in morning, afternoon and evening drives|
|ROS||All Day||In ROS the advertising time is allocated where it seems fit during the entire day.|
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