GfK’s radio audience measurement is the single measurement in Malaysia

KUALA LUMPUR: GfK’s Radio Audience Measurement (RAM) is the single radio audience measurement for Malaysia’s market, as appointed by Commercial Radio Malaysia (CRM). Prior to this, CRM has awarded GfK a three-year contract from 2022 to 2024 to continuously provide RAM in Malaysia. This marked CRM and GfK’s third collaboration since 2016.

A single radio audience measurement is crucial to an amalgamated measurement system, which offers great reliability, effectiveness as well as accuracy for the industry. This will drive better informed decisions and effective strategies in reaching and engaging various segmented listeners.

Astro Radio continuously supports the appointment of GfK as the sole provider of radio currency in levelling the competition within the industry and ensuring all radio stations involved are measured equally.

In disseminating factual and transparent announcements, Astro Radio hopes that all industry peers uphold the appointment of GfK by using the RAM provided and stated by the institute as the sole measurement. The public should be well-informed of the status and standings of all radio stations based on the official results released by the institute appointed by CRM to avoid confusion on the authenticity of any announcement.

A single measurement system fulfils the need of having a standardised method in assessing the size of audience and behaviour across various radio stations on different platforms and devices.

In regulating the measurement system, advertisers and media agencies can identify competitive radio partners. This also allows stakeholders to have better comprehension on audience consumption patterns, inclinations and engagement levels in steering them to create engaging content and effective advertising approaches.

A unified measurement system also advocates transparency in audience measurement practices as stakeholders have access to consistent practices, metrics and benchmarks.

Astro Radio has been using RAM provided by GfK since 2016 in accordance with the institute’s appointment by CRM.

Serving as the largest German market research institute with four decades of experience, GfK has more than 13,000 market research experts who combine their passion with its longstanding data science expertise. GfK has been providing vital global insights corresponded with local market intelligence from more than 100 countries with its wealth of expertise and experience.

Amongst its many strengths, GfK has an extremely comprehensive variety of experience in radio audience measurement collection methodologies including GfK eDiary survey methodology that is widely used in Malaysia as well as globally.

Radio Audience Measurement Survey (RAM) Wave 1, 2024

According to the Radio Audience Measurement Survey (RAM) Wave 1, 2024 result released on 25 April 2024 which, conducted by GfK Research for the period of 18 February to 30 March 2024, Astro Radio continues to be the No. 1 local radio with approximately 20.2 million weekly listeners, citing its engaging and entertaining programming as the main reason for the loyalty of listeners.

Strengthening Astro Radio’s leadership as the radio operator with the highest number of listeners in Malaysia, Astro Radio boasts 11.9 million average digital radio streams, 32.1 million social media followers, 395.7 million video views, and 240.1 million monthly average Facebook post impressions.

Astro Radio retains its number one position for 9 years (GfK Research from 2016 onwards) across all languages: ERA, the No. 1 Malay brand; Hitz FM, the No. 1 English brand; MY, the No. 1 Chinese brand; and RAAGA, the No. 1 Tamil brand. Astro Radio Malay brands recorded 8.2 million listeners, English brands achieving 3.0 million listeners, while Chinese brands amassed 3.1 million listeners and the Tamil radio brand attained 1.4 million listeners.

For more information, visit the official websites and follow all Astro Radio social media pages.

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