GfK Malaysia, 19 OCTOBER 2016 - Commercial Radio Malaysia · 2019-12-05 · More Unique sample: Weekly refreshed sample (12,000 individuals per year) Individual weeks: ... Radio ads

1 © GfK October 20, 2016 | GfK RAM and Radio Insights

HARNESSING THE POWER OF RADIO

GfK Malaysia, 19 OCTOBER 2016


Introduction

Topline

Results

Methodology Radio

Insights Q&A

1

2 3

4 5


Changing lifestyles and ways to access radio

All adults 18 – 34 yrs.

PC/Laptop

Phone

TV Set 14.6%

6.5%

33.5%

15.6%

5.4%

28.9%

Home

Car 25.3% 26.1%

MP3/4 Player 2.3% 2.8%

17.3% 21.6%

Source: GfK RAM Malaysia

591k cars sold in

Malaysia in 2015

Smart + Mobile Phones = 8.74 mil

PC/Laptop = 831k

Radio set = 89k

Media Tablets = 741

TV set = 909k


Technology has

changed

dramatically

whilst

measurement

has not at the

same pace

Relevance of

Measurement


Other media

measurements

are becoming

more advanced

Competition

is changing


There is no

single correct

approach

Surveys to

match

lifestyles

7 © GfK October 20, 2016 | GfK RAM and Radio Insights © GfK 2016 | The Connected Consumer

Source: Statisticbrain.com Source: Statisticbrain.com

5 minutes sustained attention span

down from 12 minutes in 1998

8 seconds focused attention span

down from 12 seconds in 2000

Pervasive

cultural ADD


Introduction

Topline

Results

Methodology Radio

Insights Q&A

1

2 3

4 5


Benefits of the new RAM approach

More weeks measured: 12 weeks survey period in a year

More Unique sample: Weekly refreshed sample (12,000 individuals per year)

Individual weeks: Single week diary

The ability to report more stations - able to capture niche stations

Innovation: The first ever e/m diary of this scale in Malaysia

Reaching gated and professionals through online

Reporting by state level


Introduction

Topline

Results

Methodology Radio

Insights Q&A

1

2 3

4 5


Radio Listenership Snapshots

Wave 2

2016

Radio listenership Time Spent Listening Place of Listening Average number of

stations

15,515,000

75.6% of aged 10+

listen to radio in the

home

13,215,000

64.4% of aged 10+

listen to radio in car

19,936,000

97.2% of people

aged 10 years &

above

Source: GfK Radio Audience Measurement (RAM) Wave 2 2016

14 hrs:50 mins

average time spent

listening per week

2.0

average number of

stations listened to

Base: All People 10+ in Peninsular Malaysia (20,517,000)


Listener

characteristics

Gender

Male 51%

Female 49%

1

Language

understood

Malay 77%

English 24%

Mandarin 21%

Oth Chinese 13%

Tamil/Hindi 9%

2


Listener

characteristics

Region

Central 37%

North 27%

South 18%

East Coast 18%

Negeri Sembilan 5%

Penang 7%

Terengganu 5%

Selangor 24%

Perlis/ Kedah 10%

Johor 15%

Kelantan 7%

Kuala Lumpur 8%

Perak 10%

Melaka 3%

Pahang 6%



More granualarity at state level

PERLIS

KEDAH

PULAU

PINANG

PERAK

KELANTAN TERENGGANU

PAHANG

SELANGOR

KUALA

LUMPUR NEGERI

SEMBILAN

MELAKA

JOHOR

1.9 mil

15 hours 16 mins

1.4 mil

15 hours 36 mins

2.0 mil

15 hours 40 mins

4.8 mil

14 hours 45 mins

1.5 mil

13 hours 55 mins

709,000

13 hours 40 mins

3.0 mil

15 hours 01 mins

922,000

10 hours 47 mins

1.3 mil

15 hours 50 mins

925,000

14 hours 55 mins

1.4 mil

15 hours 22 mins

Base: All People 10+ in Peninsular Malaysia (20,517,000)

Total weekly listeners

Total weekly time spent listening



Majority are using radio in car or other vehicles to listen to

radio

Devices

used for

radio

listening in

past month

Base: All People 10+ in Peninsular Malaysia who consume radio in the past month

(20,016,000)

Radio in Car

or Other

Transportatio

n Vehicle

79%

Home

Radio/Hi-Fi

Set/Home

Theater

Radio

65%

Smart/Mobile

Phone

33%

Astro

Decoder

30%

TV Set

17%

Internet (via

online

streaming)

10%

MP3/MP4

Player

4%


Devices used to listen to radio in the past month by age group

Aged 10-29 years mainly consume radio via smart/mobile phone and

internet, while those aged 40+ tend to listen to radio via TV set, Astro

decoder, home radio & radio in car/other transportation vehicle

20% 21%

32%

24%

30%

23% 21%

31%

24%

31%

21%

17% 18% 22% 22%

35%

41%

19%

31%

17%

Radio in car or othertransportation vehicle

Home Radio/Hi-Fiset/Home Theatre Radio

Smart/Mobile Phone Astro decoder Internet (via onlinestreaming)

Devices used for radio listening

10-19 years 20-29 years 30-39 years 40+ years

Source: GfK Radio Audience Measurement (RAM) Wave 2 2016 Base: All People 10+ in Peninsular Malaysia (20,517,000)


Introduction

Topline

Results

Methodology Radio

Insights Q&A

1

2 3

4 5


Approach

Radio Insights Peninsular Malaysia

Methodology

Sample size

Objective

50% face-to-face and 50% online

One survey per year

1,000 unique individuals aged 15 to 49 years

Soft quota by gender, age group and race

To provide radio insights related to response to advertising,

emotions elicited from the different media, and importance of

social media for communication.


Songs are so important!

What are your top 3 reasons for listening?

The main reasons of listening to radio…

84%

1 To hear songs that I already

know and enjoy

n = 1,006, MA

49%

To discover new songs which

I have not heard off 2

48%

To get current news

updates 3

Source: GfK Radio Insights Malaysia 2016


Ease of accessibility is key

n = 1,006, MA

Highlights:

The strength of radio is easily accessible and act as a substitute for human

company.

The radio is unique and different from other media

because…

“…I can listen to it anywhere and anytime”

“…is broadcasted live”

“…it provides companionship”

70%

59%

50%



How much would

you miss your

favourite radio

station?

A lot

64%

A little

30%

6%


Top 3 Sentiment towards Radio vs. Other Media

n = 1006; MA

Highlights:

Radio is the most preferred

medium when it comes to being a

companion, entertains the listener

and relaxes the listener.

The main source of keeping one

informed is the Internet, newspaper

and magazine.

All medium with audio and/ or

visual tend to relax the audience,

with radio taking the lead, followed

by TV and the Internet.

Radio

RADIO

entertains me

RADIO

keeps me company

RADIO

relaxes me

67% 66% 64%

Television

TV

entertains me

TV

makes me laugh

TV

relaxes me

63% 56% 54%

Internet

INTERNET

keeps me informed

INTERNET

entertains me

INTERNET

relaxes me

56% 51% 50%

NEWSMAG

Newspaper

and Magazine

NEWSPAPER & MAG

keeps me informed

NEWSPAPER & MAG

inspires me to do something

NEWSPAPER & MAG

helps me concentrate

64% 48% 48%

1 2 3


Radio ads resonate with listeners

32%

25%

20%

14%

9%

Television

Radio

Internet

Magazines &Newspapers

Outdoor (e.g.billboards,bus stops, taxis,etc.)

By considering all the advertisements that could see and listen to in a day,

Radio is second most

important source

of advertisements to the public.

n = 1,006



Statements about Radio Advertising

Radio advertising makes me feel more

loyal to the brands advertised.

*Remark: Excluded neutral answer. n = 1006; SA

*68%

I trust a brand more if it is endorsed

by my favourite radio presenter.

*64%

Radio advertising makes the brands

advertised more appealing.

*80%

Radio advertising increases my trust

in the advertised brands.

*74%

Advertising on radio makes a brand

seems more authentic.

*72%



Social Media usage trends on Radio

Do people use social media to follow radio related stuffs/ pages?

n = 1006; MA

Highlights:

Facebook remains to be the most popular social media,

followed by Instagram, Twitter and others.

96%

39%

20% 19%

4%

Facebook Instagram Twitter Others(e.g. Whatsapp,

Google, WeChat,…

Snapchat

42%

28% 23%

16%

Radio TV Newspaper Magazine

Do you know that…

NEWSMAG

Highlights:

Radio has the highest social media engagement as

compared to other media.

n = 1006; MA

The social media used frequently by the audiences is…



Social Media Activities for Radio

Highlights:

The youngest crowd (15 – 24 years’

old) tends to follow/ like/ comment

on a radio station/ show/

presenter’s Instagram and also

Twitter posts.

The older audiences (35 to 49

years old) are more active using

Snapchat.

The 25 to 34 years’ old are rather

active across all social media

platforms, from Website, to Twitter,

Instagram, and Facebook.

n = 1006; MA

3% 7%

10% 12% 14% 20%

30% 36%

Added/followed a radiostation/ show/presenter onSnapchat

Commentedon a radiostation'swebsite

Followed/ liked/commentedon a radiostation/ show/presenteron Twitter

Followed/ liked/commentedon a radiostation/ show/presenteron Instagram

Commentedon a radiostation's/show's/presenter'sFacebook page

Visited aradiostation'swebsite

Visited/read a radiostation's/show's/presenter'sFacebook page

Like/ followed aradio station/show/presenter onFacebook



Frequency of Interaction on Social Media Pages for Radio

31% 33%

26% 24% 26% 23%

Daily Several timesa week

Weekly Several timesa month

Monthly Less thanmonthly

Highlights:

31% read or interact (comment/

share) with radio station/ show/

presenter’s social media pages

(e.g. Facebook, Twitter, Instagram,

Snapchat, etc.) on a DAILY basis!

33% read or interact (comment/

share) with radio station/ show/

presenter’s social media pages

(e.g. Facebook, Twitter, Instagram,

Snapchat, etc.) at a frequency of

SEVERAL TIMES a week!

As comparison with other media,

radio listeners are more proactive

in providing their feedback and

comments on social media page.

n = 1006; MA



Radio is also a visual media

Highlights:

Half of the audiences

involved in the radio social

media pages’ interaction is to

see the video/photos from a

radio show/program.

10% 11% 12% 20% 21% 24%

28%

53%

To interactwith DJ/presenter/announcer

To interact/join in adiscussionamong theother radiolisteners

To enter acompetition

Tocommenton the radioshow/presenter

To sharephotos orpersonalexperiences

To readaboutor commenton music-unrelatednews (e.g.celebrities/currentaffairs)

To readaboutor commenton musicand band/musiciannews

To see thevideo/photos froma radioshow/program

n = 1,006, MA



Thank you!

Documents

GfK Malaysia, 19 OCTOBER 2016 - Commercial Radio Malaysia · 2019-12-05 · More Unique sample: Weekly refreshed sample (12,000 individuals per year) Individual weeks: ... Radio ads