A recent survey by market research institute GfK revealed that up to four million listeners tune in to The Star Media Radio Group (SMRG) stations weekly.
A staggering 89% of SMRG’s listenership are concentrated in urban-centric areas. The survey also showed that SMRG chain of channels – 988 FM, Suria FM, Red and Capital FM – sustained a core target audience of 20 to 39-year-olds with a 44% share in that market.
Meanwhile, 988 FM maintains as the No. 2 station in the Chinese market with 1.8 million listeners.
In terms of content, the Breakfast Show brings in more than one million listeners and is also rated highest on the Time Spent Listening (TSL) criteria. It also has the highest ratio of listenership in the northern region especially in Perak where it’s rated as the top Chinese FM station.
“We are happy to report that 988 maintained more than 40% of our exclusive listenership for two consecutive sweeps. While it was a challenging feat, we knew that our content-focus strategy will follow-through and lead 988 to where it is today,” 988 FM programme director Lim Tock Peng said in a press release.
DJ Lin’s Suria Cinta is one of Suria FM’s most popular programmes, with 2.2 million listeners. This segment ranks best for “Time Spent Listening”. Suria FM programme general manager Subarma Mohtaruddin credits Suria FM’s success to the station’s relentless pursuit for content improvement.
“Finding the right ingredient to fit the content needs of our target audience has been a tough but exciting journey. This year we called listeners to Bangkit with Suria FM. The results have been a positive confirmation of this campaign and we are very humbled by this achievement,” Subarma said.
Chief operating officer Calvin Kan also believes the success of 988 FM and Suria FM is also due to SMRG’s strategy to focus on strengthening its content for the core audience.
“Streamlining our efforts in 2016 allowed a better understanding on the two radio brand’s directions and content offerings. The strategy to focus has bode well for us and is proven through the result today,” Kan said.