Malaysians avid radio listeners

Tuesday 15 Nov 2011
Malaysians are among the most avid radio listeners in the Asia-Pacific region, tuning in for an average of 21 hours and 34 minutes per week, according to a new survey.

The Nielsen Company said a survey undertaken by its Radio Audience Measurement found that nine in 10 consumers in peninsular Malaysia aged 10 years old and above listened to the radio, Bernama reports.

“The average time spent listening to the radio in Malaysia was the highest of the six Asia Pacific markets covered in the survey,” it said.

The survey results were based on individual quarter-hour diaries completed by a representative sample of 3,000 individuals from 7 March to 2 October 2011.

The statement also said that advertising spending on radio between January and September 2011 grew to 8.9 percent compared to the same period a year ago, and now accounted for 4.4 percent of total Malaysian advertising spending, excluding classifieds.

The Managing Director of Nielsen’s media division in Malaysia, Danyal Abdul Malik, said the survey results indicated that radio was maintaining its appeal among Malaysian consumers.

Commercial Radio Malaysia Oresident Borhanuddin Osman said the number of weekly radio listeners in Malaysia continued to grow, most notably those listening to the English channels.

“Also indicated from recent advertising spending figures is that advertisers have continued to see the benefits of reaching their target markets through radio,” he said.