Petaling Jaya, 12 October 2016 – Radio survey conducted recently by GFK Research has shown a positive performance by Fly FM, Hot FM, One FM and Kool FM. Apart from an increase in listeners, the four stations also recorded a good figure for white-collar category of executives and professionals in addition to reaching the target audience for each base station.
According to the Chief Executive Officer of Media Prima Radio Networks (RRMP), Mr. Seelan Paul, “In comparison to last year’s results, RRMP is pleased with the achievements recorded by each station on the survey this time.
“Translation of these numbers come from the delivery of the best content through various platforms such as social media and digital approach through good video content that was well received by content consumers. This success is also the result of the hard work and dedication of MPRN’s staff, working effectively as a single entity to deliver results”.
“Moving forward, RRMP will continue to rise to the challenge of delivering better content to the listeners not only on radio but also through digital platforms such as YouTube and other social media,” said Seelan Paul.
RRMP envisions to be the brand that provides fresh and creative content for music, entertainment and lifestyle which relevant to listeners for each station. Along with changes in the competitive broadcasting landscape, RRMP also emphasized the role of social media in daily operations for Fly FM, Hot FM, One FM and Kool FM. The cumulative followers of the official social media account for four stations has reached over 7.7 million followers.
In fact, the total number of listeners’ engagements through social media of the four stations has reached over 5.29 million while the total number of reach is well over 26.6 million. These statistics clearly demonstrate the power of new media in daily life which has influenced the listeners, which in turn forms a key element in the influencing decisions of MPRN advertisers.
To continue to be close to the listeners, MPRN has recently allowed listeners to reach the station announcers on duty directly through the official Whatsapp application for each station. MPRN is the first network radio station in Malaysia to use this application to communicate directly with their listeners in real time.
Fly FM strengthened its position as the number 2 Malaysia’s Radio for English market with the highest listenership with a weekly total of 938,000 listeners.
Compared with the previous research, Fly FM also recorded a brilliant record with a 96% and nearly 500,000 urban listeners for PMEB category (Professionals, Managers, Executives and Businessman).
Hot FM has established its position in the industry to stay relevant by recording nearly 3.2 million listeners each week. Reaching the target, Hot FM also became the second radio overall for the 18-24 year-old target market with over 673,000 listeners. Hot FM has also introduced a new strategy to reshuffle its main line up, showcasing Ajak, Fizi and Haziq as the Geng Pagi Hot FM in the radio’s breakfast show from 6am – 10am.
This has proven to be a success with Hot FM establishing itself as the number two radio station for below 25 year-old target market. The study also revealed that 87% of Hot FM’s listeners are in the urban category and nearly a million listeners within the PMEB (Professionals, Managers, Executives and Businessman) category.
One FM has recorded a total weekly listeners of 904,000. The station is also the number two radio station for the Chinese market aged below 35 years old with 366,000 weekly listeners for its breakfast show (6am- 10am).
In addition, One FM has also established itself as the no. 2 radio station for the evening drive show (4pm – 8pm) targeting listeners between 15-29 year-old with a total listeners of 216,000, while the night show (8pm-12 midnight), which focusses the under 35 year-olds, recorded a total of 222,000 listeners.
One FM also recorded a total of 354,000 listeners a week for the PMEB (Professionals, Managers, Executives and Businessman) category, thus making over 93% of the station’s listeners to be urban listeners.
Kool FM was launched on March 1, 2016 and even as the youngest station within MPRN’s stable, it has managed to record almost 700,000 listeners each week, based on the frequency of the broadcast in three areas i.e. Klang Valley, Penang and Kuala Terengganu.
Kool FM also established its breakfast show as a new industry contender recording over 416,000 listeners in the morning breakfast segment 6am – 10am (The Morning At Kool FM), while almost 96% of the station listeners are identified as urban listeners.
Kool FM is also the number one radio station for Malay markets in Time Spent Listening category with an amazing record of 10 hours and 46 minutes. In addition, positive figures were also reflective within Kool FM’s PMEB (Professionals, Managers, Executives and Businessman) category with a total of 332,000.
* Source: Kajiselidik GFK Radio Audience Measurement, Wave, 2016.
Klang Valley 95.8 FM, Pulau Pinang 89.9 FM, Ipoh 87.9 FM, Seremban 98.6 FM, Malacca 94.0 FM, Johor Bahru 102.5 FM, Kuala Terengganu 107.5 FM, Kuantan 87.6 FM, Kota Bahru 107.4FM, Alor Setar 99.1FM
Klang Valley 97.6 FM, Ipoh 104.5 FM, Pulau Pinang / Alor Setar 88.2 FM, Melaka 104.3 FM, Johor Bahru 90.1 FM, Kota Kinabalu 87.7FM, Kuching 94.3 FM, Kuala Terengganu 105.5 FM, Kuantan 92.4 FM, Kota Bahru 105.1FM, Seremban 99.5FM
Klang Valley 88.1 FM, Johor/Johor Bahru 88.1 FM / 105.3 FM, Penang/Kedah 87.8 FM, Ipoh 87.6 FM, Melaka 88.1 FM, Kota Kinabalu 95.7 FM, Kuantan 100.4 FM, Seremban 88.3 FM, Kuching 98.3 FM
Klang Valley 101.3 FM, Pulau Pinang 90.2 FM, Kuala Terengganu 93.6 FM, Kota Bahru 88.6 FM, Alor Setar 107.3 FM.