MUMBAi: Radio Mirchi 98.3 FM claims to have already made a mark in the minds of Kanpurites within a month of its launch in the city.Quoting car track surveys conducted by the Indian Market Research Bureau (IMRB) this week, the station says that it is far ahead of competition with 76 per cent of FM market share, making it the most consumed FM Radio station in the city.Mirchi says it is almost six times the listenership of its closest competitor, Big 92.7 FM that recorded 13 per cent of the market share, in comparison.

The IMRB Car Track survey is conducted at prominent high-traffic locations across Kanpur - Mall Road Chauraha, Bada Chauraha, Parade Chauraha, Lal Imli Chauraha, Tat Mill Chauraha, Nand Lal Chauraha, Bara Devi Chauraha, Gumti Crossing, Zarib Chaoki and Rama Devi Chauraha - and involves physical checking of the radio station frequency on the deck of the listeners` car panel. The car track survey is done by IMRB, a WPP Group research agency. Car Tracks have been done for the last six years in all metros. Field personnel from IMRB station themselves at 10 of the busiest traffic junctions in each metro during morning and evening rush hours and randomly chose private cars (self driven/ chauffered - but not private taxis).