Trends & Statistics
- Radio continues to be one of the dominant engagement media among Malaysians, it boasts over 19.7 million reach, which accounts for 95.7% of the nation’s population, as well as the weekly average time spent listening of 14 hours and 30 minutes of an individual listener.
- Looking at the radio stations by different languages spoken, the Bahasa Malaysia stations continue to dominate reaching 12.2 million listeners, which is about 59% of the entire radio listeners, followed by Chinese stations (4 million listeners; 19%), English stations (3.4 million listeners; 17%) and Tamil stations (1.6 million listeners; 8%).
- Breakfast shows and Drive shows continue to take up the most listenership among Malaysians regardless of day of week; marking 14.8 million reach and 15.3 million reach respectively throughout a week.
- In Malaysia, radio continues to harness its vast loyal listenership to remain as a dominant medium; and most of the radio listeners are found to be loyal to radio as they see it as one of the best sources to discover new songs, which they have not heard of.
- Radio continues to be as one of the most important sources of advertisements for the public in Malaysia, marking 25% of advertisements consumed daily. Radio comes right after TV (28%) followed by other media such as Internet (24%), magazine and newspapers (12%), and outdoor (12%).
- Social media continues to play an aggressive role among radio listeners, as they are more proactive in providing comments and feedback on social media. On average, radio listeners interact with radio stations, shows or presenters’ social media pages from daily to several times a week and more than half of them visit those social media pages to check out videos and photos from a radio show.
- 19.7 million (95.7%) Malaysian tune in to radio.
- 14.9 million, 13.9 million and 2.6 million Malaysian tune into radio at home, inside the car and during work respectively.
- The Central region boasts the highest concentration of radio listeners (7.2 million pairs of ears). 4.8 million are from Selangor, 1.5 million from Kuala Lumpur and 0.9 million from Negeri Sembilan.
- The North region has the second highest concentration of radio listeners (5.3 million pairs of ears). 2.1 million are from Perak, 1.8 million from Perlis/Kedah and 1.4 million from Penang.
- The South region and East Coast region have 3.7 million ad 3.5 million listeners respectively. Johor has 3 million listeners while Malacca has 0.7 million listeners. Kelantan, Pahang and Terengganu have 1.4 million, 1.2 million and 0.9 million listeners respectively.
- Apart from weekdays, weekend listenership plays an important role as the number of radio listening Malaysians during weekend morning time (6am-10am) has increased by 3.9% from 9.3 million to 9.6 million listeners.
- 81% of radio listeners voted radio advertising makes brands more appealing, 73% say it increases their trust in brands and 68% say it makes them more loyal to the brands advertised.
- Radio enjoys a 48% engagement rate with associated social media – higher than TV, newspapers or magazines.
(Source: GfK RAM Wave 2 2017 & GfK Radio Insights 2017))