Local Chinese-language radio station 988’s breakfast show, Morning Up, and Bahasa Malaysia radio station Suria’s late night show, Suria Cinta, came out tops at a recent radio listenership survey.
Market research company GfK named 988’s Morning Up (weekdays, 6am to 10am) as the most engaging breakfast show with the highest Time Spent Listening (TSL) among all Chinese language radio stations once again.
“Thanks to the support of our loyal listeners, our breakfast show maintained its ‘most engaging’ ranking over the last (two surveys). We are also happy to announce that 988 is the most preferred station among listeners in the Klang Valley as well as the No.1 Chinese radio station in Selangor,” 988 general manager Timmund Lim said in a press statement.
Suria also retained its most engaging late night show standing with Suria Cinta (Sundays to Fridays, 8pm to 1am), recording the highest TSL among all Malay-language stations.
Also, GfK’s survey revealed that Suria grew its listener base in the central region by 20%, bringing the station’s total listenership to 2.2 million.
“We are continuously fine-tuning our content and this, we believe, is what helped us to gain more new fans while maintaining a consistent engagement rate with our listeners over the last two years with a Time Spent Listening of over six hours consecutively,” said Suria programme general manager Subarma Mohtaruddin.
Suria and 988, which are owned by Star Media Radio Group (SMRG), have also been doing well on the digital front.
988 has garnered 13.5 million views for its YouTube channel, a monthly reach of 2.32 million on Facebook, and a total of 470,000 followers on other social media platforms.
The station’s website, 988.com.my, attracts more than 155,000 unique visitors each month with over 550,000 page views and 341,000 mobile visits.
An average of 280,000 listeners tune in to 988 via live streaming and its mobile app, spending about 30 minutes per session.
Meanwhile, Suria’s website receives 460,000 unique visitors each month, with over 873,000 page views, while mobile visits clock in at 687,000.
Suria’s YouTube channel has been viewed close to 5.6 million times, its Facebook reach averages 2.3 million per month, and there’s a total of more than 806,000 followers on other social media platforms.
Online listenership via live streaming and mobile app is at 278,000 per month with an average of 30 minutes per session.
Star Media Radio Group’s chief executive officer Roy Tan said: “Our strategy has been to focus on strengthening the content for our core audience. Based on GfK’s latest survey results, we are on the right track.
“We have many exciting projects in the pipeline – not just on radio, but across all our stations’ platforms – to help us capture even more new listeners in the coming months, while keeping things fresh for our loyal fans.”