The radio is a great companion when stuck in traffic.
More listeners are turning to radio to keep them company while in the car during morning and evening traffic hours.
The Radio Audience Measurement 2018 study reveals that listenership peaked during weekday “breakfast” and “drive time” shows between 6am to 10pm and 4pm to 8pm, respectively.
The study showed that 14.1 million listeners tuned in to the breakfast show while 13.6 million people listened to the drive time slots. Radio reaches 14.7 million listeners at home, and 2.7% more listeners are tuning in from their car compared to the previous survey.
Drive time shows are popular with the 20-29 age group, while the breakfast shows largely attracts audience aged 20-39. Younger listeners aged 10-29 make up 46% of the total 8.7 million people who tune in to weekday night shows from 8pm to midnight.
“Radio remains a strong medium for storytelling despite the changing media landscape in the midst of digital revolution,” said Commercial Radio Malaysia president and Star Media Radio Group general manager Erin Hwang.
“This is never going to change. The way radio delivers impactful advertising and the ability to engage with consumers is through great content that tells great stories.”
Listenership among the Chinese increased from 4.8 million in the second half of 2017 to five million this year. The Indian/Others segment grew by 2.8% for a total of 1.8 million listeners while the Malay segment increased by 2.3% for a total of 13.5 million.
“In spite of the fact that consumers these days have a wide range of media options on different digital platforms, it is evident from the study that Malaysian radio continues to be an important media,” said APAC Commercial Director for Media at GfK, Lee Risk in the statement.
“Radio plays a significant role in the daily lives of its listeners, and will continue to be a popular channel that is able to connect with and reach a large portion of the Malaysian consumers.
The survey by research company Gfk, in partnership with Commercial Radio Malaysia (CRM), was conducted over six weeks and polled 6,000 individuals aged 10 and above.
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