97.2% or 20 million Malaysian listeners spend an average of 14 hours a week tuning in to radio, according to a survey conducted by Commercial Radio Malaysia and market research institute, GfK.
The survey, which was the first wave of the Radio Audience Measurement 2017, was conducted over six weeks from March 26 to May 6 and sampled 6,000 unique individuals aged 10 years and above.
GfK utilised 4,800 paper diaries and 1,200 e-diaries that provided insights into the strength and scope of radio listening across the country.
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.
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 through a car or 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.
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.
“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.”
“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.”