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GfK announces results for the latest radio audience measurement study

Kuala Lumpur, 21 July 2015 – Radio listenership in Peninsular Malaysia remains high, reaching 88% of people aged 10 years and above. Based on findings from the second wave of GfK’s Radio Audience Measurement, each listener spends around 17 hours a week listening to radio.

GfK’s radio audience measurement study is conducted annually in two waves among 6,000 individuals who record their radio listening habits on paper or electronic diaries for approximately a week. The second wave of Malaysian survey was conducted from March 22 to May 2.

While more than half of the radio listening population are tuning in via car radio or home radio, listenership via smart phone, including mobile apps, is high among those aged between 10-29 years old.

“Trendy youths of today are savvy, not to mention heavy users of smartphones, and it’s not surprising that this segment of the population are more inclined to consume radio in a different, more innovative way from the older generations,” highlighted Selinna Chin, Managing Director of GfK in Malaysia. “Utilising this mode also give them an additional option of platform to tune in to radio, making the level of penetration amongst the 20-29 age group the highest in the country with 93% weekly reach.”

On the other hand, radio penetration in the country is lowest amongst the 40-49 and 50 years and above population, at 86% and 78% respectively. GfK findings indicated a decline in weekly listeners among these two groups when comparing the first and second wave results. However, listeners from these two groups actually spent more time tuning in—based on the results of the latest wave; with the 40-49 years age group doing it for over 18 hours in a week—the group who spent the most time spent listening to radio in Malaysia.

Results also show that most listeners tune in from 8 to 11 in the morning during weekends, and that those within the 10 – 29 age group tend to listen during 9 pm to 12 midnight.

“Radio is well known for its ability to reach more tightly-defined groups of the population; more so than other media, and frequent exposure builds awareness and leads to cultivation of strong station loyalty,” said Chin. “Because of this, it is easier for messages on radio to impact the same group of listeners; hence allowing the radio stations and their advertisers to more effectively reach out to their different niche audiences.”

GfK’s radio ratings survey uses a multi-mode approach that incorporates both offline and online respondents - approximately 80 percent door-knock recruitment for respondents who will keep GfK’s paper diary and 20 percent online recruitment for respondents keeping GfK’s e-diary, which can be easily accessed through mobile or tablet. The first wave of radio audience measurement survey was conducted in August 17 to September 27.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit or follow GfK on Twitter:


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