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Radio Remains Key Media Channel In Singapore

02/12/2019

SNG: Mediacorp continues to be the number one radio network in Singapore, going by results of the latest Nielsen Radio Diary Survey.

The survey also found that radio remains a key media channel, with over 88% of people here tuning in weekly. Collectively, Mediacorp stations reach four in five adults [1] weekly and dominate majority of audience segments.

Eight out of the top 10 stations belong to Mediacorp’s network. Chinese station LOVE 972 climbed to the top spot at 19.6% weekly listenership. CLASS 95 takes second spot overall at 19.2% after gaining an impressive increase of 142,000 listeners – the highest jump by any station and CLASS 95’s best showing in the last seven years. Other Mediacorp radio stations in the top 10 are: YES 933 (third place), CAPITAL 958 (fourth), 987 (sixth), Warna 942 (seventh), GOLD 905 (ninth) and Oli (tenth).

The findings also show that Mediacorp’s array of stations gives it versatility to serve diverse audience segments. Love 972 has the highest reach of women and silvers aged 55 and above. CLASS 95 dominated five audience segments: tertiaries aged 15 to 24, millennials aged 25 to 34, men, parents and PMEBs. Warna was the station that reached the most Malay listeners while Oli had the highest reach of Indian listeners.

Radio listeners find Mediacorp stations more engaging than the competition. The top four stations with the longest time spent listening [2] weekly are CAPITAL 958 with 13 hours, Warna 942 at 12 hours 33 minutes, LOVE 972 at 11 hours 16 minutes and Oli at 9 hours 39 minutes.

Conducted between September and October 2019, the survey tracked radio listenership of 2,003 adults aged 15 and above, with results weighted by age, sex and race to be representative of the Singapore population.

Besides listening to Mediacorp stations over the airwaves, more people are also tuning in digitally, with Mediacorp reaching three in four digital listeners. YES 933 is the top digital radio station with digital listeners spending six hours weekly. CNA938, which was launched in June in a year marking the 20th anniversary of CNA, saw the highest increase in digital listenership, adding 21,000 listeners among PMEBs.

Mediacorp’s MeRadio app and website continue to be popular digital audio destinations for listeners tuning in to live radio and podcasts. According to Adobe Analytics, MeRadio attracts more than 381,000 unique monthly visitors [

3] - this represents an 18% increase over the previous year [4].

Mediacorp’s Chief Customer Officer Irene Lim said: “Once again, Nielsen’s findings affirm that Mediacorp’s radio network is number one, enjoying a strong presence in the lives of consumers across all key audience segments. As we continue making the shift from broadcaster to multiplatform media network, we will be delivering even more experiences designed around the consumer. This includes a more personalised digital listening experience with more interactive features over MeRadio.”

[1] The number of listeners aged 15 and above in Singapore is estimated at 3.8 million.

[2] Time Spent Listening (TSL) is defined as the average amount of time a listener spends listening to a radio station in a week. [3] Adobe Analytics: Jan –Oct 2019.

[4] Adobe Analytics Period of comparison: Jan –Oct 2018 and Jan –Oct 2019.

Base (‘000): People aged 15+ (4,320.)

Source: Nielsen Radio Survey Wave 2, 2019 (Mon-Sun-Whole Day.)

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