SPH Radio audience size grows, digital listenership spikes across stations

Monday 26 November, 2018


Singapore’s SPH Radio stations saw further growth in listeners in the second half of this year, with monthly digital listenership reaching more than 800,000 unique users in October 2018, up by 23 per cent from June 201, according to the latest Nielsen survey.

A separate survey by Nielsen also revealed that SPH's five radio stations are reaching a greater overall audience. The survey, conducted in September and October 2018, estimated that SPH Radio's audience grew by 30,000 listeners.

ONE FM 91.3 in particular enjoyed a near-doubling of digital audience numbers after a successful rebranding in August 2018. The "grown up fun" station, which plays fan-favourite greatest hits from the 80s to now, saw its digital listenership jump 80 per cent between June and October 2018, with its digital sessions more than doubling.

ONE FM 91.3's recent brand refresh was warmly welcomed by audiences, who demonstrated a clear increase in brand affinity, awareness and familiarity towards the station, according to a study conducted by Milie.u. The brand uplift has led to a 6 per cent increase in regular listeners of ONE FM 91.3, with the growth skewed towards higher-income segments.

Kiss92 and MONEY FM 89.3, the other two English radio stations under SPH Radio, also saw double digit increase in digital listenership. The two stations have been engaging listeners with a slew of on-ground activations.

MONEY FM 89.3, the youngest radio station in Singapore, saw a significant increase in their listenership, which shot up by 59 per cent to 89,000, according to the Nielsen survey. This is a good indication that audiences are turning to MONEY FM 89.3 as their trusted source for business and personal finance updates.

In the same survey, the overall Chinese audience size saw an increase of 8 per cent for SPH Radio, with UFM100.3 leading the growth by 10 per cent to 404,000.

SPH Radio's Chinese radio stations also grew digitally with more than 20 per cent and 13 per cent increase in digital listenership for UFM100.3 and 96.3 Hao FM respectively.

During this survey period, UFM100.3 held a radio singer competition, where the identity of the contestants were hidden. It drew more than 1,000 entries with more than 130,000 votes cast to crown the eventual winner.

96.3 Hao FM ran a campaign to reinforce its music proposition by getting listeners to decide who the greatest music artiste of all time is. More than 374,000 votes were cast leading up to the finale event at Raffles City.

Sim Hong Huat, General Manager of SPH Radio, said: "We are pleased with the overall growth for SPH Radio. The increase in digital listenership across all five stations is definitely a positive sign as radio consumption habits change with the times. This has been a great year for SPH Radio and our audience can look forward to more exciting things to come as we continue to deepen our engagement with fans and partners."

Country Singapore
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