The first wave of the Radio Audience Measurement 2017 conducted by GfK in partnership with Commercial Radio Malaysia (CRM) reported that 20.0 million (97.2%) listeners tuned to a radio station each week.
The survey which was conducted over six weeks from the 26th of March 2017 till 6th of May 2017 sampled 6,000 unique individuals aged 10 years and above. GfK utilised 4,800 paper diaries and 1,200 e-diaries that provided valuable insights into the strength and scope of radio listening across the country.
Among the various airwaves, there were two primetime windows that stood out in vast numbers. 14.1 million people aged 10+ listen to breakfast shows aired on weekdays (Monday to Friday, 6:00AM – 10:00AM), while drive time shows (Monday to Friday, 4:00PM – 8:00PM) reached 14.5 million listeners
With diverse lifestyles and habits, GfK noted that different age groups were found listening to radio at different times. For breakfast shows (Monday to Friday, 6:00AM – 10:00AM), the largest pool of listeners are aged above 50 years which is about 3.4 million, followed by listeners aged 20 – 29 years and 30 – 39 years which total up to 3.1 million and 3.0 million respectively.
In contrast, drive time shows (Monday to Friday, 4:00PM – 8:00PM) have 3.3 million aged 20 – 29 years tuning in, while listeners aged 10 – 19 and 30 – 39 are listening to the drive time segment as well with weekly reach of 3.0 million and 2.9 million respectively.
Meanwhile, night shows (airing Monday to Friday, 8:00PM – 12:00 midnight) attracted the younger group aged 10 – 19 and 20 – 29 years with the highest reach of 2.1 million respectively. The next age group is aged 30-39 with 1.7 million listeners.
Following the previous 2016 RAM Wave 2 research, listeners are still using car or vehicles to listen to radio. Majority of listeners still tune in via car/other transport radio with the reach of 15.4 million, whereas home radio has a reach of 12.1 million. As compared to the previous survey, there is growth in listening via television (+13.4%) with the reach of 7.3 million and via smartphone (+6.8%) with the reach of 4.6 million.
“As we progress in the midst of the ever-changing media and technology landscape, radio is still very much relevant due to its instant convenience and immediate companionship it provides,” said Datuk Jake Abdullah, president of Commercial Radio Malaysia. “Lifestyles change and media technologies become more advanced, yet radio has managed to sustain itself by adapting to newer technologies thereby making it easily accessible to listeners.”
In accordance to 2016’s Wave 2 results, consuming radio via smart/mobile phone and internet is popular among those aged 10 – 29 years, while those aged 40+ tend to listen to radio via TV set, Astro decoder, home radio and radio in car/other transportation vehicle.
“From the measurement results, radio continues to be the most preferred medium when it comes to being a companion thanks to its role of entertaining and relaxing the listener," said Selinna Chin, Managing Director of GfK Malaysia. "Radio plays a significant role to listeners and its position as the second most important source of advertisements to TV presents opportunities for brands to evaluate and include radio as part of their media mix as well as omni-channel strategy for consumer engagement and loyalty."
GfK Radio Audience Measurement Wave 1 2017 (26th March 2017 till 6th May 2017) versus Gfk Radio Audience Measurement Wave 2 2016 (24th July 2016 to 3rd September 2017)