“Market researchers are continuing to evolve so they can grow and improve their understanding of the market base,” said June Pang, Regional Senior Manager, Media Measurement, GfK. “Our experience in Australia with 360 measurement shows that we can collect data that is more representative of audience habits than the current methods we employ.”

“We’re partnering with Astro to adapt the Australian experience with 360 measurement to the local Malaysian market,” said June.

Since 2016 GfK have used a hybrid measuring system of paper diary and and online diary, RAM, to capture radio listening habits across different locations and devices.

GFK Radio 360 Malaysia, has brought together both the current measurement diary system and streaming data from station server logs to provide information on AM/ FM and streaming audiences. This allows for additional media platforms to be measured more accurately than previously.

Radio 360 data for Malaysia allows for deeper insights to be uncovered, including that radio listening home is consistent between AM/ FM and streaming. AM/FM listening is also high in the car, where as listening to radio streams is higher in the workplace.

The line graph shows that streaming peak times ( green line) are different from traditional AM/FM peaks (yellow line) and that day time streaming exceeds AM/FM listening during working hours.

Radio 360 data for Malaysia can drill down further than previous to give programmers and advertisers the ability to curate lifestyle content to reach audience segments more accurately.

For more information about Radio 360 in Australia see previous report