According to the latest Nielsen Radio Survey, Mediacorp’s radio reach grew to a record 3.9 million weekly listeners in Singapore.  The national media network commands 82.2% of the radio market share and owns eight out of Singapore’s top 10 radio stations.

Key audience segments that continue to record substantial gains include:

• PMEB segment: 10% increase in listenership, highlighting the network’s strong appeal among professionals and business executives. This is evident not only for the segment’s top three stations CLASS 95, LOVE 972, and YES 933, but also in the success of Singapore’s premier English news station CNA 938, which boasts a reach two times that of its nearest competitor.
• Women aged 15 and above: 6% increase in listenership, with LOVE 972, CLASS 95 and CAPITAL 958 standing out as their preferred choices.
• Youth aged between 15 and 34: 4% increase in listenership, showcasing the enduring appeal of radio. Youth-centric stations YES 933 and 987 have further achieved heightened engagement with tertiaries aged 15 to 24, while RIA 897 tripled its listenership in the same age bracket.
• Vernacular audiences: Malay listenership increased by 3% and that for Indians increased by 7%, cementing Mediacorp’s robust 95% market share in both segments.

The survey was conducted from August to October 2023, which tracked radio listenership via diary recordings by 2,034 adults aged 15 and above, with the results weighted by age, sex and race to be representative of the Singapore population. Dominance in the digital sphere Following continual investments in its digital portfolio from podcasts to livestreams, Mediacorp’s digital radio network has achieved a compound annualised growth (CAGR) of 17% over five years since 2019, translating into a weekly reach of 1.51 million listeners, or 93% of all digital listeners. This growth is accompanied by:

• 20% upswing in time spent listening on digital platforms to reach 8.4 hours;
• 8.6% increase in melisten audio streams to almost 70 million; and
• 40% surge in monthly podcast downloads to hit 1.4 million.

In addition to reflecting a shift in consumer preferences towards digital audio – and more specifically, a burgeoning demand for on-demand content and flexible listening options – these figures underscore Mediacorp’s success in staying ahead of market trends with its customer-centric and multiplatform strategy, leading to increased listener engagement and loyalty.

Beyond digital audio achievements, Mediacorp’s strategic shifts to engage digital natives and enhance its presence in the everyday digital spaces of its listeners have also gained ground. Across social media platforms like Facebook, Instagram and TikTok, Mediacorp’s roster of radio stations have witnessed a 23% increase in followers, with its top three stations, YES 933, 987 and OLI 968, making up a cumulative 1.3 million followers . Accompanying the growing reach is a surge in engagement including likes, comments and shares, which increased by 20% across these platforms.

A key driver of Mediacorp’s growth on social media has been its doubling down on video livestreams of helmed by its audio personalities across different social media platforms. This has not only expanded reach but also fostered real-time interaction with fans, adding a new dimension to audience engagement. Its appeal is undeniable: on TikTok, for instance, YES 933’s monthly average engagement multiplied over six timesto more than 178,000, 987’s engagement soared by 32.5 timesto over 223,000, and RIA 897 skyrocketed close to 1279 times, surpassing 650,000.

Angeline Poh, Chief Customer & Corporate Development Officer, Mediacorp, said: “Mediacorp is constantly looking to redefine audio entertainment, transcending traditional broadcasting to create a holistic a lifestyle experience that is seamlessly integrated into the daily lives of our audiences. Our record growth in digital engagement stands testament to this commitment, and our success in digital innovation, from interactive livestreams to on-demand podcasts, is reshaping how we interact with our audiences.”

Added Ms Poh: “With wider audience reach and deeper engagement, radio advertising on our network grew by 13% year-on-year in the second half of 2023, with a corresponding 8% growth in the number of radio advertisers. As we continue to evolve and lead in this dynamic landscape, we remain dedicated to delivering content that entertains, informs, and inspires our audiences.”