More Malaysians tune in to AMP Radio Networks
compared to any other broadcaster!

Malaysia’s leading radio broadcaster retains 54% total market share and
reaches close to 11 million listeners.


Overall Industry

The much awaited Nielsen Radio Audience Measurement Survey 2, 2009 is out! One of the most vibrant results ever for the Malaysian radio industry, total radio listenership among individuals aged 10+ in Peninsular Malaysia maintained its reach at 91%. Of these 15.188 million radio listeners, 72% or 10.978 million people tuned into AMP stations, making AMP the operator with the largest pool of listeners. The gap between AMP and its closest competitor is a whopping 6.3 million and AMP has retained its market share at 54% despite competition from both national and regional stations.

Mr Sree Pathmanathan, Chief Operating Officer of AMP Radio Networks quotes, “Listeners never had it better! This survey clearly shows listeners in Malaysia are still latching on to radio for its content, music and information. Over the past several months, we saw hundreds of thousands of listeners gather for concerts, on-ground activities and participate in on-air contests.

Radio expenditure has increased from 5.3% to 6%, an acknowledgement that radio is a useful, effective medium for advertisers to reach the masses. AMP in working with its partners to come up with new and exciting campaigns, created solutions that work on all platforms; on air, on-ground, online and mobile services. The rise of listeners tuning into radio stations online is encouraging. It’s also a reassuring progression and AMP’s objective in exploring new broadcast platforms to move forward is on the right track”.

Five out of AMP’s eight stations clinched spots among the Top 10 Stations in the Nation.
Of the top five stations in the country, four radio brands; ERA, SINAR, THR (Raaga and Gegar) & MY FM belong to AMP. Based on average all Malay listeners age 10+, ERA retains the No. 1 Bahasa Malaysia spot. SINAR meanwhile follows ERA very closely and the current results are the healthiest, as quality Bahasa Malaysia radio now ranks in the top three in the country with only small differences among them. MY FM is the No.1 Chinese station, hitz.fm the No. 1 English station, and THR Raaga the No. 1 Tamil station.

ERA and SINAR grew in total market share where listeners spend more time listening to the station in any given 15 min. block.

Individual Stations
ERA’s Aznil and Din Beramboi grew in the Breakfast Show! ERA has retained its No. 1 spot among Malay listeners age 10+, with a total reach of 3.714 million! The Breakfast Show where stars Aznil and Din Beramboi are proving their formula of entertainment is catching the attention of the Malay market, it has added close to 20,000 listeners to reach 1.8 million, and is the ONLY Breakfast Show among the Top 5 stations to record a positive growth. The average audience for the Breakfast Show improved further by 26% to 113,000 among its target audience of 18-34 year olds, listening to the station in any given 15 min. block.
• ERA also improved in its total share of listening time, going from 10% to 11% with breakfast and night as the contributors to the rise with the bulk coming from the Breakfast Show.
• Improved share for the Breakfast Show from 9% to 11%, in line with a substantial increase of 52,000 in average audience for the Breakfast Show which went from 260,000 to 312,000.
• Time Spent Listening (TSL) improved by 45 mins. to go from 8.32 hrs to 9.07 hrs. As with other statistics, the Breakfast Show showed the most promise with an increase in TSL from 2.51 hrs to 3.23 hrs. Among its target audience of 18-34, TSL for the Breakfast Show improved by almost 1 hour to 3.23 hrs.
• Growth in its strong base of exclusive listeners; improving by 70,000 from last survey to 642,000 in Survey 2, 2009.

SINAR, the fastest growing radio station in the last 12 months, trails behind ERA by a mere 20,000, has a reach of 3.7 million. The vivaciously funny SINAR Pagi (SINAR’s Breakfast Show) with Krill, Kak Engku and Salih Yaccob continue to provide strength to the show. SINAR has a number of wins:
• No.1 Breakfast Show among all 20+ year olds with 1.63 million listeners.
• No.1 Breakfast Show among audiences 18-34 year olds at 781,000.
• No.1 Breakfast Show among its target of 35-49 year olds at 755,000.
• No.1 Average Audience with 290,000 listeners listening to the station in any given 15 min. block.
• No.1 station in the country in terms of Share at 15.5%.
• No.1 Morning; Afternoon; Drive; Night & Weekend programmes in the nation.
• SINAR’s Night Show, meanwhile, added close to 40,000 listeners to 1.84 million.
• Increased TSL, going from 12.35 hrs last survey to 13.02 hrs in Survey 2, 2009.
• Increased in its exclusive listeners where it added 148,000 listeners to obtain 797,000 (the highest increase among all stations!).

THR Raaga, Malaysia’s No. 1 Tamil station continued its reign with an audience of 1.55 million!
• Drive Time Show & Breakfast Show are its top two slots with 871,000 and 763,000 listeners respectively.
• Highest TSL amongst ALL stations at 16.05. TSL among its target i.e. Indians 18-39, standing at an astounding 18.28 hrs!
• 686,000 of THR Raaga’s listeners are exclusive listeners.
• 1.2 million THR Raaga listeners reside in Urban areas.

THR Gegar, “The Jewel of the East” continues to live up to its name, once again clinching the position as the No. 1 East Coast station. Astounding achievements are seen in this survey!
• Increased another 74,000 to hit its highest cumulative reach to date at 1.48 million!
• The No. 1 Breakfast Show in the East Coast improved from 720,000 last survey to 816,000.
• Drive Time showed the most promise, increasing 162,000 to breach the 1 million mark and reached 1.03 million.
• Growth in market share from 28% to 32%
• Maintained its high TSL at over 13 hrs per week.
• Strengthened exclusive listeners by a further 22% from 334,000 to 407,000.

MY FM continues to lead as Malaysia’s No. 1 Chinese radio station, and forges forward despite an increase in competition. It added 113,000 listeners from the previous survey to reach 2.3 million listeners! There are many high points that make MY FM THE one:
• No. 1 Chinese Breakfast show in the country with an amazing 1.36 million listeners.
• No. 1 station overall with the highest exclusive listeners at 1.17 million, an increase of approx. 40,000 from last survey.
• One of the highest TSL at 11.28 hours per week.
• Increased its Drive Time listeners by 109,000 to reach 1.27 million.
• Increased in its target audience of 18 – 34 year olds, going from 721,000 to 747,000.

hitz.fm continues its decade-long reign as the No. 1 English station in the country with 1.15 million, making it the ONLY English station with an audience over the 1 million mark.
• JJ & Ean continue to hold the trophy for the No. 1 English Breakfast Show in the country with 456,000 listeners.
• Increased reach during its Afternoon slot from 427,000 to 445,000 and maintained its target audience of 10-29 year olds at 915,000.
• Average audience is more than double that of its closest competitor at 56,000 in any 15 min. block throughout the day.
• Improved share amongst the English stations, going from 36% to 46% this survey.
• TSL soared by almost 2 hours, going from 6.26 hrs last survey to 8.1hrs this survey.
• Increased exclusive audience, adding 30,000 to 121,000.

MIX fm – This survey saw MIX fm reaching 413,000 listeners and 90% being in the urban market. MIX fm continues to appeal to Malaysia’s more affluent group.
• Increased its reach to those below 35 years old, adding 25,000 from 298,000 to 324,000.
• TSL yielded positive results, improving from 5.53hrs to 6.3hrs in this survey and increasing by more than 1 hour among its target of 25-39 year olds at 7.39 hrs.
• No. 2 English station hold the most affluent group of listeners (LiteFM holds No. 1 position in this category) to, where close to 50% earn a household income above RM3,000 and another 30% with incomes above RM4,000.
• Morning Show managed to hold on to its cumulative reach of 127,000.
• MIX fm commands 45,000 exclusive listeners.

LiteFM currently reaches 286,000 listeners and continues to be the No. 1 English station with the most affluent proportion of discerning listeners; more than 40% of its base earn a household income of RM4,000 and above, compared to only 13% of the total listenership base!
• Improved TSL among its target of 35-49 year olds, going from 8.36 hrs to 8.48 hrs.
• Close to 100% of listeners reside in Urban Areas, with a bulk i.e. 73% of this in Market Centers.
• Strong base of exclusive listeners at 108,000 (close to 40%).

XFM reaches 277,000 listeners with a TSL among its core of Malay 15-24, jumping by approx. 2.5 hrs to 10.36 hrs. This rise in TSL is important for XFM, as young multi-taskers still choose to listen to MORE of XFM despite a barrage of lifestyle choices and activities targeting the younger market. It’s a clear indication that XFM listeners enjoy what the station has to offer!
• Strong TSL among its listeners at 6.49 hrs.
• Close to 70% of XFM listeners reside in Urban Areas.

Source: Nielsen Radio Audience Measurement, Sweep 2, 2009 for all people 10 years and older in Pen. Malaysia.


For further information, kindly contact the Publicity Team at (03) 9543 8888.