According to the latest GfK Radio Audience Measurement (RAM) survey, 76% or 15.1 million of the Malaysian listening population tune into Astro Radio stations weekly.
The study also shows that, in spite of changes in consumption patterns, radio continues to show momentum as 97% of Malaysians above the age of 10 years are listening to radio.
Astro Radio retained its position as Malaysia’s most popular radio network.
Its stations ranked number one across all languages – ERA fm was the No.1 Malay station, hitz fm was the No.1 English station, MY FM was the No.1 Chinese station and THR Raaga was the top Tamil station while THR Gegar upholds its No.1 East Coast station position.
ERA fm is also the top radio brand in the country with 5.8 million listeners while Sinar FM follows with 4.7 million listeners.
Jake Abdullah, Chief Executive Officer of Astro Radio said: “Radio continues to thrive, engage and see growth in its reach. Our Malay stations combined reached 74.2% listeners, English stations with 85.5% listeners, Chinese stations with 63.2% listeners and Tamil station with 87.3% listeners. We own the top Breakfast and Drive shows in the country via ERA fm, garnering 3.3 million listeners and 2.9 million listeners respectively. We are also pleased to share that THR Raaga has the highest Time Spent Listening (TSL) amongst all radio stations in the country with 11 hours and 38 minutes.”
“We have created a fugitive on the run and tasked listeners to capture him to win cash, a rock concert which saw attendance by 25,000 fans and ran a No Make Up day Instagram campaign, which started in Kuala Lumpur but went viral and saw participation from Hong Kong. We are grateful for the continued support from all our valued clients for entrusting us with their campaigns to drive ROI and our loyal listeners in making our radio stations their preferred choice,” Jake added.
GfK was commissioned as the official research partner for 20 local participating radio stations, marking the return to a single radio ratings system for the Malaysian market. Some of the key elements of this study are mobile data capture, online recruitment of participants and online data capture, which ensure consumption of radio content via platforms like online streaming and apps. This is strengthened with the introduction of e-diary for computers, tablets and mobile phones that synchronized across the internet and compatible with all operating system.