KUALA LUMPUR: Ninety percent or 12.9 million people aged 12 years and above in Peninsular Malaysia tune in to the radio and spend an average of 3.7 hours listening daily, according to the latest radio listenership measurement by Nielsen Media Research.
Nielsen executive director Danyal Abdul Malik said the survey showed that the number of listeners increased from 88% in October 2003 to 90% in April, while the weekly average audience remained at 14% and the average time spent at 26 hours a week.
The Radio Diary Survey uses the sticker diary method of collecting listening information.
The findings are based on individual quarter-hour diaries completed by a representative sample of 3,000 individuals aged 12 years and above in peninsular Malaysia from April 17 to 30 this year. Bernama