According to the first RAM results for 2015, Malaysia’s Star Radio Group recorded a 16 percent increase to its weekly listenership with 4.4 million listeners.
The survey was conducted by GfK, a leading global market research firm which introduced an integrated and multidimensional methodology that included mobile data capture, online recruitment of participants and online data capture.
The Star Radio Group channels continue to increase their urban audience with 89 percent market share.
50 percent of the 20 to 39 year-olds also favored the group’s four FMs stations.
“We are happy to report that we continue to make good progress with our listeners. The appointment of GfK in 2014 played a critical role, which includes developing and executing our day-to-day strategy across the four FM stations,”says Kudsia Kahar, Chief Operating Officer of The Star Radio Group.
She added: “Our understanding of the in-depth insights on the four radio brands’ directions and the audiences have not only fulfilled the palate of our existing listeners and clients, but also increased our reach to new audiences. The recent results reflect the continuing and considerable effort our group has invested towards a better listening experience for our audience.”
Suria FM recorded the highest increase in listenership by 40 percent to 2.8 Million weekly listeners, to emerge as the highest growing Bahasa Malaysia radio stations.
Adiwati Zainuddin, Program Manager said: “In a declining market, Suria FM recorded best-ever achievement since its inception. Our focus of constantly innovating our content and its approach to suit our target market has certainly paid off. Where our audiences are, no matter the location, the time or even the state of mind, we aim to compliment their lifestyles.”
Its shows Suria Cinta with DJ Lin and Ceria Pagi Suria with Adibah Noor and Baki Zainal were highlighted as two of the most successfully performing slots across all Bahasa Malaysia radio stations.
Chinese language station 988 boasts a listenership base of 1.3 million listeners per week.
Its Morning Up segment which airs weekdays from 6 am to 10 am also came out as Malaysia’s Most Engaging Breakfast Show amongst all of the Chinese radio stations.
“Localization has been one of the most talked about key content strategy across any platforms. With that in mind, one of our biggest achievements this Survey was to win the hearts of our audience in Penang. 988 currently holds the position of the No. 1 Chinese radio station in the state,” said Lim Tock Peng, Director of Programming, 988.
RED FM continues to lead the growth amongst the English radio stations.
With an increased listenership base of 441,000 weekly it now has a 76% hold of the market share.
Sheela Haran, Program Manager said, “We are humbled by the progress of the station year on year. REDifining our approach and strategy to reach our target market proved profitable at the recent survey.”
Malaysia’s only English station for urban females, Capital FM’s – which is present only in the Klang Valley and Penang – recorded a base of 47,000 listeners weekly.
“Our line-up of shows are uniquely curated for the independent and strong women of Malaysia. We hope our strategies and offering continues to bode well with their interest and preference,” said Nisha Sundrum, Program Manager of Capital FM.