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Singaporeans listening to more digital radio, says Nielsen survey

According to figures from Nielsen’s radio diary survey, Singaporeans were spending more time on radio and gravitating towards the digital avatar of the medium.

Singapore’s leading radio network Mediacorp saw listeners spending nine hours on its digital platforms, an increase of two hours over the last survey period. Mediacorp additionally said that three in four digital listeners had tuned into its programming. Its MeRadio app and website logged in about five million audio sessions

According to SPH, most of its stations had registered double-digit growth in digital audiences. In a statement, SPH said: “More than 890,000 people tuned in digitally through either the SPH Radio app or website to at least one of SPH’s radio stations in May 2019, up 10% from October 2018.”

SPH also pointed to a 45% increase in the download of podcasts across its five stations. SPH Radio general manager Sim Hong Huat said: “We anticipated the shift of audience tuning in digitally hence we have been working hard at delivering new audio formats such as podcasts, which has proven to be well received.

“These days, there is more to radio than what you hear on air. All five stations have been effectively engaging audience on ground and even on social media and there will be more to come.”

Mediacorp’s terrestrial stations dominated the top 10 list in the city state, accounting for eight spots. This included the top four with Chinese stations Yes 933, Love 972 and Capital 958 at the first, second and fourth slot. The third place was taken by English station Class 95.

Malay radio station Ria 89.7FM made it to the top 10 for the first time in a decade, while English station 987 had a 20% growth in listenership, the highest among English stations.

Mediacorp’s chief customer officer Irene Lim said: “As the number one radio network in Singapore, we cater to the varied interests of our diverse audiences. We work hard at knowing our audiences and keeping pace with their needs.

“The results demonstrate our strong connection with different audience segments. For example, YES 933 is top among millennials and 987 is the number one station for the tertiary segment aged 15 to 24. We continue to connect deeply with our audiences through a unique blend of great music and distinctive programming for every station.”

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