In the latest Nielsen Radio Diary Survey, Mediacorp radio stations have grown its listenership across different audience groups.
There has been a significant growth in English listenership. CLASS 95, 987, GOLD 905 and 938 LIVE (relaunched as 938NOW in November) have grown their weekly listenership significantly by 76,000, 74,000, 63,000 and 36,000 respectively.
Love 972 is the #1 station by listenership and by share** and Warna 94.2FM is the #1 station with the longest time-spent listening* with 16 hours 7 minutes per week – it’s listenership is also up by 54,000 from the last wave.
Mediacorp stations claimed eight spots among the top 10 most-listened-to radio stations in Singapore – Love 972 (#1), Yes 933 (#2), CLASS 95 (#3), Capital 958 (#4), Warna 94.2FM (#6), GOLD 905 (#7), 987 (#8) and Oli 96.8FM (#10).
Conducted between September and October 2017, the survey tracked radio listenership of some 2000 Singapore residents aged 15 and above, with results weighted by age, sex and race to be representative of the Singapore population.
The top three most-listened-to Chinese radio stations in Singapore are Mediacorp’s stations Love 972, Yes 933 and Capital 958 with listenership at 19.1%, 18.2% and 17.2% respectively.
Jomay Wan, Lead, Content, Chinese Audience, said: “Much effort has been put into developing programming strategies that keep pace with our listeners and advertisers, and creating entertaining and informative content as well as transmedia content which resonates with evolving consumption patterns.”
Mediacorp’s well-loved English station, CLASS 95, has pulled ahead of its closest English competitor, moving up one notch to #3, and retaining its position as the number one English station with 753,000 listeners weekly. GOLD 905 and 987 also moved up by one position to #7 and #8, with weekly listenership at 483,000 and 458,000 respectively.
Michelle Chang, Lead, Content, English Audience said: “We sincerely thank our listeners and sponsors for believing in us. Our English stations have made gains by always striving to raise the bar, through quality programming, strong personalities and exclusive events. In fact, we are more than just radio – our fans can catch us on TV, meet our DJs at events and interact with us on social media. Our results truly demonstrate the collective strength of our talent and programming in winning the hearts and minds of our supporters.”
Ezra Farabi, Assistant Lead, Content (Malay), Community said: “This is not something we take for granted. We are committed to providing the best Malay entertainment and up-to-date information with our unique time-belt engagements on air, on ground and across social media platforms.”
Commenting on the results across Mediacorp’s stations, Chief Customer Officer Debra Soon said: “We have worked hard to improve our music, content and programming across all our radio products. The listener is front and centre, and building communities and loyalty is what we do best. We hope advertisers will continue to work with us and leverage our content for the best commercial solutions.”
* Time Spent Listening (TSL) defined as the average amount of time a listener spends listening to a radio station in a week.
** Share is defined as the total number of 15-minute time spots listened to a station divided by total 15-minute time spots listened for all stations.