Nielsen: Malaysians remain top radio listeners in Asia Pacific
KUALA LUMPUR: Malaysia continues to lead the Asia Pacific in average number of hours spent a week listening to radio with one significant change: there is less channel switching, clear proof that there is higher channel loyalty among listeners.
According to the latest Nielsen Radio Audience Measurement (RAM) survey, the total radio audience in Peninsular Malaysia remains high with 92 per cent weekly listeners.
"Media fragmentation has changed the rules of consumer engagement," believes Datuk Borhanuddin Osman, president of Commercial Radio Malaysia, the association representing commercial radio stations.
"In the new world order of media, targeting is the new buzzword. The survey results however offer measurable evidence that radio listenership continues to thrive with the multiple choices catering to listeners' preferences," he said.
Borhanuddin added that the radio industry has matured to the extent that listeners are now identifying what they want to listen to and when by stayed tuned to no more than two channels on the average.
As an industry, radio is also progressing on other fronts and creating milestones. In the last 12 months, BFM won the Golden Kancil Award last year, and awards at Cannes, AdFest, One Show, and Spikes Asia this year for the Breast Cancer Awareness campaign.
"Radio has broadened its reach in the past decade with stations formatting content more specifically to appeal to their target audiences," said Borhanuddin. "This in turn has calcified our position in customising promotions and CSR programmes for our community of listeners."
In terms of audience reach, ERA retained its pole position among Bahasa Malaysia channels with 4.5 million average weekly listeners followed closely by SINAR with 4.2 million weekly listeners and hotfm with a reach of 3.4 million.
Among Chinese channels, MY FM led with 2.2 million listeners, followed by 988 and ONE FM with 1.5 million and 861,000 listeners.
Among the English channels, hitz.fm again took the lead with 1.7 million listeners. Bilingual channels THR Raaga/THR Gegar and Red reached 3.6 million and 237,000 listeners respectively.
The survey is based on individual quarter-hour diaries filled by 3,000 respondents aged 10 years and above over four weeks. Respondents indicated the stations they listened to, time spent and place of listening.
Source : New Straits Times
Date : 9 November 2012
Afternoon Highlight (12/11/12/193/668)
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