Over 19.71 Million Malaysians Tune in to Radio for an Average of 14 Hours 30 Minutes Weekly
In partnership with Commercial Radio Malaysia (CRM), GfK has released the second wave of the Radio Audience Measurement (RAM) 2017 results which indicated that over 19.71 million Malaysians tune in to radio for an average of 14 hours 30 minutes weekly. GfK’s Radio Audience Measurement (RAM) survey which was conducted over six weeks from the 16th July 2017 till 26th August 2017 sampled 6,000 unique individuals aged 10 years and above. GfK utilised 4,800 paper diaries and 1,200 e-diaries that provided valuable insights into the strength and scope of radio listening across Peninsular Malaysia.
The RAM documented that the prime time windows that raked in the highest numbers were the breakfast shows (Monday to Friday, 6:00AM – 10:00AM) with 13.7 million listeners and drive time shows (Monday to Friday, 4:00PM – 8:00PM) with 14.1 million listeners. Night time shows (Monday to Friday, 8:00PM – 12:00 midnight) came in third, reaching out to 8.5 million listeners.
There was growth in reach especially during weekend breakfast shows from 9.3 million to 9.6 million (45.1% to 46.8%) and weekend afternoon shows from 7.8 million to 8.1 million (38% to 39.5%) in comparison to the first wave earlier this year.
For afternoon shows, listeners aged 10 to 19 years old and 20 to 29 years old have grown in reach number and time spent listening (TSL) to radio per week. During weekday afternoon shows, 10-19 years old have increased in reach with 2.25 million to 2.29 million (52.6% to 53.4%) and time spent listening to radio grew from 2 hours 33 minutes to 2 hours 42 minutes; while 20-29 years old listeners have grown with a reach of 2.12 million to 2.22 million (45.9% to 48%) and time spent listening to radio per week increased from 2 hours 57 minutes to 3 hours 4 minutes.
Likewise, weekend afternoon shows saw increase in reach to the 10-19 years old with 1.7 million to 1.8 million (38.9% to 41%) and time spent listening to radio per week increased from 1 hour 27 minutes to 1 hour 30 minutes. The reach for 20-29 years old increased from 1.7 million to 1.9 million (36.9% to 40.1%) with spending time of 1 hours 38 minutes to 1 hour 40 minutes on radio.