mcm sesi persekolahan plak
14 May 2010
Kuala Lumpur
Radio continues to attract a large audience in Peninsular Malaysia, with 15.5 million or nine in 10 people aged 10 years and above tuning in every week, according to the latest Radio Audience Measurement (RAM) Malaysia study by The Nielsen Company.
2010 sees a huge development for radio audience measurement – Nielsen in collaboration with Commercial Radio Malaysia (CRM) and participating radio broadcasters has extended the survey period to 4 weeks (compared to 2 weeks previously) thus providing the industry with an enhanced measure of radio listening over a longer period of time.
Conducted twice a year, Nielsen RAM Malaysia studies the demographic profile, listening preferences and product consumption of people in Peninsular Malaysia. It provides valuable insights for advertisers to reach their target audience more effectively. The study is based on individual quarter hour diaries completed by a representative sample of 3,000 individuals in Peninsular Malaysia. The most recent survey – Wave 1, 2010 – was conducted from 1 to 28 March 2010.
Commenting on the latest survey results, Dato’ Borhanuddin Osman, President of Commercial Radio Malaysia (CRM) said, “2010 is a pivotal time for radio in Malaysia - radio broadcasters continue to provide listeners with greater choice and relevant content thus maintaining 91% reach for this medium”. He added, “We have also been instrumental in continuously enhancing audience measurement – radio is now measured for a longer period of time thereby providing the industry with an improved measure of listening habits”.
Results of the most recent survey show that radio attracts 11.4% (1.96 million) of people at any given 15 minute time slot throughout the day. Time spent listening to the radio has increased from the previous survey, from 20.4 hours a week to 21.1 hours a week. (see Table 1).
Overall, SINAR emerges as the top channel and the top BM channel by reaching 4.11 million (24.0%) listeners. Meanwhile, ERA retains its second position overall with 3.98 million (23.2%) and followed by hotfm in third position with a weekly audience of 3.64 million (21.3%) (see Table 2).
Among BM channels, Suriafm saw a significant increase in listeners to 1.35 million (7.9%) which brings its overall ranking up to 8th position. Klasik nasional, in 9th position overall attracts 1.22 million (7.2%) while Muzikfm ranked 10th reaches out to 1 million (5.8%) listeners. In fifteenth position is IKIM which captures a weekly audience of 688,000 (4.0%) (see Table 2).
KELANTANfm and KEDAHfm continue to be Radio Televisyen Malaysia’s (RTM) top regional channels with a reach of 758,000 (4.4%) and 702,000 (4.1%) listeners, respectively (see Table 2).
Chinese channels - MY FM maintains its lead with 2.23 million (13%) listeners while 988 continues in second position with a weekly audience of 1.47 million (8.6%). aifm and one FM come in at third and fourth position with 549,000 (3.2%) and 514,000 (3.0%) listeners, respectively (see Table 2).
English channels – Channel rankings also remain unchanged since the previous survey with hitz.fm continuing to dominate with 1.36 million (7.9%) listeners, followed by Fly with 693,000 (4.1%), MIX FM with 450,000 (2.6%), LITEFM with 306,000 (1.8%) and TraXXfm with 149,000 (0.9%) listeners (see Table 2).
Bi-lingual channels - THR Raaga/THR Gegar ranked fourth overall attracts a weekly audience of 3.5 million (20.5%) while Red FM reaches out to 176,000 (1.0%) listeners weekly. Tamil channel – minnalfm enjoys a weekly listenership of 762,000 (4.5%) (see Table 2).
Meanwhile, rate-card advertising spending on radio in the period January to April 2010 registered a double-digit growth of 19 percent to RM 112.6 million and maintains a 5.8 percent share of total ratecard adspend (excluding classifieds) compared to the same period last year. This is the first time advertising spending on radio has exceeded the RM 100 million mark in the first four months of the year (see Table 3).
The growth in radio advertising spending is driven by increased spending by fast food centres, universities, colleges and institutions, electrical retail and corporate banking categories (see Table 3).
Danyal Abdul Malik, Managing Director Media Group, The Nielsen Company, commented, “Radio audience measurement has come a long way since its inception in 1990. This medium, which continues to reach the masses and attracts an increasing proportion of advertising dollars is poised for further growth in the near future.”
|