Radio in Malaysia attracts 2.31 million people aged 10 years and above in an average 15-minute time slot, according to the latest Nielsen survey. This is the largest radio average audience on record for Peninsular Malaysia.
Average weekly time spent listening to the radio has also increased, up from 22 hours 13 minutes per week in July/August 2010 to 24 hours and 54 minutes per week in March/April 2011. Overall radio listenership remains steady with 15.6 million people (9 in 10 people aged 10 years and above) in Peninsular Malaysia tuning in every week.
Danyal Abdul Malik, Managing Director of Nielsen Audience Measurement said: "It is now the right time to aspire towards a continuous Radio Audience Measurement service that allows for actual post-buy analysis for advertising campaigns".
"Commercial Radio Malaysia has consistently pooled its resources to raise the standard of broadcasting in Malaysia through pioneering programming, marketing, and promotional initiatives," said Dato' Borhanuddin Osman, President of Commercial Radio Malaysia (right).
Apart from listening in through the home or car radio, one-third of Peninsular Malaysia's radio audience is now tuning in via Astro decoder, while 23% are listening to radio on a mobile phone, 10 percent via Internet and seven percent on an MP3/MP4 player. Significantly, the number of radio listeners aged 10 and above in Peninsular Malaysia who have tuned in through the Internet in the past month has doubled to 1.56 million since July/August 2010.
(Source : Asia-Pacific Broadcasting Union)
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