The results of Singapore’s Nielsen Radio Diary Survey Wave 2, 2019 for Singapore are out.
Conducted between September and October, the survey tracked radio listenership of 2,003 adults aged 15 and above, with results weighted by age, sex and race to be representative of the Singapore population.
The survey found that radio remains a key media channel, with 88 percent of audience tuning in every week.
The chart shows overall rankings by share, with total listenership numbers in the right hand column (Universe: People 15+ (4,320,000), Source: Nielsen Radio Diary Wave 2, 2019).
Highlights from Singapore's two leading media companies, Mediacorp and SPH, are detailed below.
Mediacorp continues to be the number one radio network in Singapore, with its stations reaching four in five adults weekly.
Eight out of the top 10 stations belong to Mediacorp’s network. Chinese station LOVE 972 climbed to the top spot at 19.6 percent weekly listenership. CLASS 95 takes second spot overall at 19.2 percent after gaining an impressive increase of 142,000 listeners – the highest jump by any station and CLASS 95’s best showing in the last seven years. Other Mediacorp radio stations in the top 10 are: YES 933 (third place), CAPITAL 958 (fourth), 987 (sixth), Warna 942 (seventh), GOLD 905 (ninth) and Oli (tenth).
Love 972 has the highest reach of women and silvers aged 55 and above. CLASS 95 dominated five audience segments: tertiaries aged 15 to 24, millennials aged 25 to 34, men, parents and PMEBs. Warna was the station that reached the most Malay listeners while Oli had the highest reach of Indian listeners.
The top four stations with the longest time spent listening weekly are CAPITAL 958 with 13 hours, Warna 942 at 12 hours 33 minutes, LOVE 972 at 11 hours 16 minutes and Oli at 9 hours 39 minutes.
More people are also tuning in digitally, with Mediacorp reaching three in four digital listeners. YES 933 is the top digital radio station with digital listeners spending six hours weekly. CNA938, which was launched in June in a year marking the 20th anniversary of CNA, saw the highest increase in digital listenership, adding 21,000 listeners among PMEBs.
Mediacorp’s MeRadio app and website continue to be popular digital audio destinations for listeners tuning in to live radio and podcasts. According to Adobe Analytics, MeRadio attracts more than 381,000 unique monthly visitors – this represents an 18 percent increase over the previous year.
Mediacorp’s Chief Customer Officer Irene Lim said: “Once again, Nielsen’s findings affirm that Mediacorp’s radio network is number one, enjoying a strong presence in the lives of consumers across all key audience segments. As we continue making the shift from broadcaster to multiplatform media network, we will be delivering even more experiences designed around the consumer. This includes a more personalised digital listening experience with more interactive features over MeRadio.”
The five radio stations owned by leading media company Singapore Press Holdings (SPH) – English stations Kiss92 FM, ONE FM 91.3 and MONEY FM 89.3 as well as Chinese stations UFM100.3 and 96.3 Hao FM – increased their total listenership by 10 percent and share of audience by 13 percent.
Leading the pack is UFM100.3, with a significant listenership jump of 27 percent, the highest amongst all Chinese radio stations in Singapore. 96.3 Hao FM, SPH Radio's other Chinese radio station targeting a more mature audience, also showed a big listenership increase of 24 percent with its core audience aged 40 to 59. This was the highest growth amongst Chinese radio stations aimed at mature listeners.
SPH Radio's English stations also saw listenership growth, with increases coming from Kiss92 and ONE FM 91.3 at 4 percent and 16 percent respectively. ONE FM 91.3 registered the highest growth in audience time spent listening amongst all English radio stations at 48 percent.
The survey also shows that SPH radio listeners are active consumers of the various SPH news platform.