The Star Radio Group have broken their previous record for listenership by recording a 16% increase to its weekly tally – hitting a high of 4.4 million listeners.
A survey was recently conducted by GfK, a leading global market research firm which introduced an integrated and multidimensional methodology that included mobile data capture, online recruitment of participants and online data capture.
“We are happy to report that we continue to make good progress with our listeners. The appointment of GfK in 2014 played a critical role, which includes developing and executing our day-to-day strategy across the four FM stations”, says Kudsia Kahar, Chief Operating Officer of The Star Radio Group.
“Our understanding of the in-depth insights on the four radio brands’ directions and the audiences have not only fulfilled the palate of our existing listeners and clients, but also increased our reach to new audiences. The recent results reflect the continuing and considerable effort our group has invested towards a better listening experience for our audience”, Kudsia added.
The Star Radio Group channels currently has an estimated 89% hold of the urban audience market - 60% of its listeners recorded a household income of RM 3,000 and above while 50% of the 20 – 39 year olds favoured the group’s four FMs stations:
SURIA FM: HIGHEST GROWING* BAHASA MALAYSIA STATION
Suria FM shines brightest showing the highest increase in listenership of 40% to 2.8 Million weekly listeners, beating its competitors as the highest growing* station amongst the Bahasa Malaysia radio stations.
“In a declining market, Suria FM recorded its best-ever achievement since its inception. Our focus of constantly innovating our content and its approach to suit our target market has certainly paid off. Where our audiences are, no matter the location, the time or even the state of mind, we aim to complement their lifestyles”, said Adiwati Zainuddin, Program Manager.
Suria Cinta with DJ Lin and Ceria Pagi Suria with Adibah Noor and Baki Zainal were highlighted as two of the most successful slots across all Bahasa Malaysia radio stations.
In the recent survey, Suria Cinta further increased its time spent listening (TSL) to 3 hours and 38 minutes weekly - a significant 34% growth.
Ceria Pagi Suria beat out 4 other radio stations with a 24% increase of listeners on its timeslot.
988: THE NO. 1 CHINESE RADIO STATION IN PENANG
A strong main-stayer of the No. 2 position nationally, 988 boasts a listenership base of 1.3 million listeners per week. Its ‘Morning Up’ segment which airs weekdays from 6 – 10 am also came out as ‘Malaysia’s Most Engaging Breakfast Show’ amongst all of the Chinese radio stations.
“Localization has been one of the most talked about key content strategy across any platforms. With that in mind, one of our biggest achievements this Survey was to win the hearts of our audience in Penang. 988 currently holds the position of the No. 1 Chinese radio station in the state”, said Lim Tock Peng, Director of Programming, 988.
RED FM: HIGHEST GROWING* ENGLISH STATION
Red FM continues to lead in growth amongst the English radio stations. With a new and increased listenership base of 441,000 weekly, Red FM not only captured the age group of 25 to 34; its core audience, but also recorded a 17% increase via its timeslot; the Red Rush with Kavin Jay, making it the highest growing* timeslot amongst 5 other English stations.
“We are humbled by the progress of the station year on year. REDifining our approach and strategy to reach our target market proved profitable at the recent survey”, said Sheela Haran, Program Manager.
Red FM also scored high amongst listeners with a household income of RM 3,000 and above. This 15% increase allows Red FM to have a 76% hold of the market share.
CAPITAL FM: MALAYSIA’S ONLY ENGLISH STATION FOR URBAN FEMALES
Capital FM’s presence; which is limited only in the Klang Valley and Penang, did not limit their growth amongst the younger market segment. The station recorded a base of 47,000 listeners weekly with 81% of listeners earning a household income of RM4,000 or more.
“Our line-up of shows are uniquely curated for the independent and strong women of Malaysia. We hope our strategies and offering continues to bode well with their interest and preference”, said Nisha Sundrum, Program Manager of Capital FM.
* Highest Growing is defined as ‘grew the most’. Source: Gfk RAM S1 2015