RADIO advertising jumped 21% in the first four months this year to RM44mil compared with the corresponding period last year, according to the latest Nielson Media Research survey.
This is a clear affirmation of advertisers' confidence in the power of radio, Nielson executive director Danyal Abdul Malik said.
The double digit growth in Radio AdEx every year since 1999 suggests that radio continues to be a popular advertising medium in Malaysia, and reflects the continuous efforts by radio operators to expand radio AdEx share, he added.
Danyal said that they expect to see the same or even better double-digit AdEx growth for this year.
The survey proved that despite an increase in the cost of advertising on radio, advertisers were not deterred from the medium, he added.
Radio advertising volumes showed a 2.1% increase for the period January-April this year over the same period last year. (see chart)
The Radio Diary Sweep 1 2003 survey was conducted in April with a representative sample of 2,700 individuals aged 12 years and above in peninsular Malaysia.
The survey recorded an increase to 12.4 million in listenership from a base of 13.8 million people. That means every nine out of ten persons tune in daily, Danyal said.
However, the daily average time spent on listening has decreased slightly from 3.8 hours to 3.6 hours; the weekly average audience remained the same.
The survey said that among the participating radio stations, Era recorded a listenership of 5.6 million weekly, followed by THR.fm with 2.4 million, My FM with 2 million, and hitz.fm with 1.3 million. Mix and Light & Easy recorded around 500,000 listeners each.
Era has clearly proven to be the nation's most listened to radio network, with a 50% share of the Malay speaking radio audience, he said.
Pagi@ERA, hosted by announcers Halim Othman and Jamal Jamaluddin, was voted the nation's number one breakfast show. It attracted 2.4 million more listeners than its nearest competitor.
Among the English language networks, hitz.fm held a listenership of 54%, Mix 26% and Light & Easy 15%.
THR.fm chief executive officer Abdul Aziz Hamdan invited more advertisers to use radio as a means to reach their audience.
The medium is both flexible and truly cost effective; flexible in that one can listen to the radio anytime, anywhere, Aziz said.
In addition, a radio advertisement might come up to only RM10,000, compared with at least RM100,000 for a television commercial, he said.
Aziz, who is also president of the Malaysia Association for Commercial Radio Operators, urged advertisers to use radio, as the survey had clearly shown that it was effective, had a wide audience, and was so much cheaper.
We have the facilities in our radio stations to create the advertisement and air it, he added.
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