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Radio's Appeal Remains Strong in Peninsular Malaysia Email this page
with Nine in 10 Tuning in Weekly
Contact
Share of Total Advertising for Radio hits all time high of 5.5 percent in first four
ACNielsen
months of 2008
Kong Mei Yun
+603 7626 3861
3 June 2008
Kuala Lumpur

In an increasingly competitive media market, radio continues to perform w ell to reach a large
spectrum of the population in Peninsular Malaysia. According to the latest Radio Audience
Measurement (RAM) study by The Nielsen Company, nine in 10 people aged 10+ years tune in
every w eek.

Conducted tw ice a year, Nielsen RAM studies the demographic profile, listening preferences
and product consumption of people aged 10+ years in Peninsular Malaysia, providing valuable
insights to assist advertisers reach their target audience effectively. The study is based on
individual quarter-hour diaries completed by a representative sample of 3,000 individuals. The
most recent survey – Sw eep 1, 2008 – w as conducted from 24th March to 6th April 2008.

The study reveals that on average, 12 percent of (1.93 million) Malaysians listen to radio in
any given 15 minute time slot throughout the day and an average radio listener tunes in for 22
hours a w eek (see Table 2).

Commenting on the survey results, Dato’ Borhanuddin Osman, President of Commercial Radio
Malaysia (formerly know n as MACRO) said, “I am very proud of the achievements made by
radio in offering more choices to listeners, continuing to deliver mass audiences to advertisers
and securing its highest ever share of total advertising spending”.

Among the Malay channels in Sw eep 1 2008, Era and Hot maintained their previous first and
second placing w ith 29.5 percent (4.7 million) and 26.7 percent (4.3 million) respectively. Sinar
reached 16.2 percent (2.6 million) listeners and now occupies third place. Klasik Nasional
garnered 7.8 percent (1.3 million) listeners and managed to retain its seventh position, w hile
Muzik also maintained its nineth placing, w ith its reach of 6.4 percent (1.0 million) listeners. At
the eleventh position overall is IKIM, reaching 793,000 (4.9%) listeners. (see Table 3).

RTM’s top regional channels are Kelantan w ith 5.3 percent (848,000) and Kedah, w hich
reached 4.5 percent (723,000) (see Table 3). These tw o regional channels ranked in tenth
and tw elfth respectively in the overall rankings.

Topping the Chinese radio channels are My, w ith 2.1 million (13.3%) listeners, follow ed by 988
w ith 1.7 million (10.3%) listeners and Ai w ith 557,000 (3.5%) listeners (see Table 3).

Amongst the English channels, Hitz continues to lead w ith a w eekly reach of 1.1 million
(7.0%). Fly, w ith 639,000 (4.0%) listeners occupies second position follow ed by Mix
(425,000), Lite (384,000) and Traxx (180,000) (see Table 3).

While Indian channel Minnal attracts 662,000 (4.1%) listeners on a w eekly basis, the tw o bi-
lingual channels, THR and Red, draw 2.5 million (15.4%) and 75,000 (0.5%) listeners
respectively on a w eekly basis (see Table 3).

Meanw hile, radio advertising expenditure in the period January to April 2008 registered
double-digit grow th of 26.1 percent to RM86.2 million – ahead of the total advertising market
(excluding classified ads) w hich recorded a 22 percent increase w hen compared to the same
period last year. Increased spending by the local government institutions, banking/finance,
pharmaceutical, automotive and food retail has propelled the medium’s overall grow th (see
Table 4).

As a result, radio’s share of total advertising (display ads only) in Malaysia hit an all-time high
of 5.5 percent in this latest tracking period, and reflecting a tremendous grow th of 224
percent compared to the same period in 2000 (see Chart 1).

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Andrea Douglas, Executive Director for Nielsen Media Research, The Nielsen Company,
Malaysia commented, “This is an exciting time for radio in Malaysia. The emergence of new
players in the last 10 months has upped the competitive quotient. Radio'sshare of
advertisinghitting an all-time high of overall media advertising in Malaysia indicates that there is
still a hugeopportunity for its further grow th.”

About The Nielsen Com pany

The Nielsen Company is a global information and media company w ith leading market positions
and recognized brands in marketing information (ACNielsen), media information (Nielsen Media
Research), business publications (Billboard, The Hollyw ood Reporter, Adw eek), trade show s
and the new spaper sector (Scarborough Research). The privately held company is active in
more than 100 countries, w ith headquarters in Haarlem, the Netherlands, and New York, USA.
For more information, please visit, w w w .nielsen.com.

Chart 1: Radio Advertising Expenditure Trend

Source: Nielsen Advertising Information Service (AIS)

Table 1: Reach Audience by Race

Sw 2 2007 Sw 1 2008
Base: individuals aged Base: individuals aged
10 years & above 10 years & above
Total Malay Chinese Indian/ Total Malay Chinese Indian/
Others Others
Base ‘000 16,065 9,935 4,492 1,638 16,065 9,935 4,492 1,638
Listeners % 90 93 84 90 91 93 86 92
Listeners 14,481 9,236 3,777 1,469 14,581 9,231 3,842 1,509
‘000

Source: Nielsen Radio Audience Measurement (RAM)

Table 2: Average Audience and Average Tim e Spent

Sw 2 2007 Sw 1 2008
Base: individuals aged Base: individuals aged
10 years & above 10 years & above
Total Malay Chinese Indian/ Total Malay Chinese Indian/
Others Others
Base ‘000 16,065 9,935 4,492 1,638 16,065 9,935 4,492 1,638
Ave. 13 9 3 2 12 8 2 2
Listeners %
Ave. 2,067 1,362 429 275 1,933 1,296 380 258
Listeners
‘000
Ave. Weekly 24 24 19 31 22 23 16 28
Time Spent
(hours)

Source: Nielsen Radio Audience Measurement (RAM)

Table 3 Channel Weekly Reach Audience

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S1 2008 Average w eekly reach audience
Overall Participating S2 2007 S1 2008
Ranking Channels % '000 % '000
1 Era 32.5 5,223 29.5 4,739
2 Hot 24.7 3,964 26.7 4,297
3 Sinar 14.9 2,387 16.2 2,608
4 Thr 16.6 2,670 15.4 2,479
5 My 13.7 2,203 13.3 2,139
6 988 9.6 1,536 10.3 1,655
7 Klasik Nasional 8.1 1,305 7.8 1,250
8 Hitz 8.1 1,297 7.0 1,125
9 Muzik 6.0 969 6.4 1,025
10 Kelantan 4.8 769 5.3 848
11 IKIM N/A N/A 4.9 793
12 Kedah 5.1 827 4.5 723
13 Minnal 3.8 614 4.1 662
14 Fly 2.4 378 4.0 639
15 Ai 3.6 574 3.5 557
16 Xfresh 4.0 636 3.4 544
17 Suria 2.4 381 2.9 459
18 Mix 3.1 504 2.6 425
19 Terengganu 2.6 414 2.6 422
20 Perak 2.9 465 2.5 395
21 Lite 2.3 367 2.4 384
22 Pahang 2.1 343 1.7 274
23 Johor 2.0 326 1.4 226
24 KL 1.7 273 1.4 225
25 Traxx 0.6 97 1.1 180
26 Mutiara 1.4 219 1.0 165
27 Melaka 1.2 186 1.0 158
28 Negeri 0.3 42 0.6 102
29 Selangor 0.6 99 0.6 99
30 Perlis 1.2 197 0.6 95
31 Red 1.1 180 0.5 75
32 Asyik 0.7 112 0.5 73
33 Langkaw i 0.5 79 0.3 47

Source: Nielsen Radio Audience Measurement (RAM)

Table 4 Advertising Expenditure* (display ads only**) Jan-Apr 2007 & 2008

Jan-Apr 2007 Jan-Apr 2008 % YOY % Share

(RM) (RM) Grow th Jan-Apr
2008
Total 1,290,308,319 1,579,484,644 +22.4 100.0
Radio 68,371,928 86,232,906 +26.1 5.5
FTA TV*** 407,360,670 573,498,827 +40.8 36.3
New spaper (display ads 708,531,992 810,896,260 +14.4 51.3
only**)
Others (Magazine, Cinem a, 106,043,729 108,856,651 +2.7 6.9
Posad & Outdoor)

Source: Nielsen Advertising Information Service (AIS)

Notes:

*Nielsen Media Research m easures advertising expenditure based on published

rate cards. Outdoor advertising expenditure is based on actual spending by five
m edia operators.

**Advertising expenditure figures reported above are based on display ads only
i.e. excludes classifieds.

***Nielsen Media Research m onitors advertising expenditure on terrestrial (free-

to-air) television only.

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