Nielsen research reveals SPH radio stations grow listenership, audience share

The half yearly Nielsen Radio Diary survey indicates an uptick in listeners for SPH’s radio stations. Kiss92, One FM, Money GM and Chinese stations UFM and Hao FM have increased their total listenership by 10% and their share of audience by 13%.

The most significant jump has been for UFM – the highest among Chinese radio stations in Singapore, growing with listenership up by 27%. Podcasts grew by 15% across SPH radio stations.

The announcement:

More audience are tuning in to SPH Radio according to the most recent survey results on radio listenership in Singapore. 

The five radio stations owned by leading media company Singapore Press Holdings (SPH) – English stations Kiss92 FM, ONE FM 91.3 and MONEY FM 89.3 as well as Chinese stations UFM100.3 and 96.3 Hao FM – increased their total listenership by 10% and share of audience by 13% based on the findings of the half yearly Nielsen Radio Diary survey released today. 

Leading the pack is UFM100.3, with a significant listenership jump of 27%,  the highest amongst all Chinese radio stations in Singapore. 96.3 Hao FM, SPH Radio’s other Chinese radio station targeting a more mature audience, also showed a big listenership increase of 24% with its core audience aged 40 to 59. This was the highest growth amongst Chinese radio stations aimed at mature listeners.

SPH Radio’s English stations also saw listenership growth, with increases coming from Kiss92 and ONE FM 91.3 at 4% and 16% respectively. ONE FM 91.3 registered the highest growth in audience time spent listening amongst all English radio stations at 48%. 

The Nielsen Radio Diary survey also shows that SPH radio listeners are active consumers of the various SPH news platform. With this synergy in cross platform consumption, we will be exploring more enhancement to our audience’s experience beyond audio.

In a separate survey done by Milieu Insights, an independent Singapore-based consumer insights company, surveying more than 2,000 respondents via a mobile app-based survey platform called Milieu Surveys, Kiss92 scored number 1 as the most liked station amongst English and Chinese radio stations in Singapore. The survey which also sought qualitative responses also showed that MONEY FM 89.3 outperformed all radio stations with its influence on purchase decisions at 80% rating, while the average of  all other stations was 64%.

Mr Sim Hong Huat, General Manager of SPH Radio, said: “We embarked on an in depth qualitative survey, as we wanted to understand the radio audience and their preference beyond traditional quantitative metrics. While listenership remains important, we needed to understand what the audience liked about each station and how that has an impact on their decisions. The results gave us deep and actionable  insights on how we can take our SPH Radio stations forward in terms of programming and value to our advertisers and partners.”

On the digital front, SPH Radio’s listenership continues to expand at a healthy rate. Based on data provided by Triton Digital, SPH Radio had close to one million listeners tuning in digitally through either the SPH Radio app or website to at least one of SPH’s radio stations as at end-Oct 2019. Digital streaming growth during this survey period was  led by 96.3 Hao FM at 28%, followed by MONEY FM 89.3 at 27% and ONE FM 91.3 at 17%. 

Podcasts continue to be a growing favourite category amongst the audience with strong growth of 15% across all SPH Radio stations during the period concerned. Podcast growth was largely fuelled by 96.3 Hao FM at 59%, followed by Kiss92 at 26% and MONEY FM 89.3 at 16%.

UFM100.3’s strong showing comes on the back of several successful events and initiatives  such as the Global Chinese Golden Chart awards show held in end May 2019. The show saw popular artistes such as Tanya Chua, Karen Mok, Bii and Bai Ann performing on stage. Another signature event organised by UFM100.3 was the annual search for the ultimate Radio Singer. This year’s Radio Singer contest saw more than double the entries as compared to 2018.

During this period, 96.3 HAO FM ran a chart show where listeners had the chance to nominate and vote for their favorite 80s and 90s songs through a weekly thematic countdown. The chart show garnered more than 200,000 votes and contributed in part to the strong growth in listenership.

ONE FM 91.3’s annual greatest hits countdown returned in September 2019 to great success as shown in the increase in its listenership. This year’s countdown crowned Queen’s Bohemian Rhapsody as the number 1 greatest hit of all time.

Kiss92 and MONEY FM 89.3, the other two English radio stations under SPH Radio, also saw growth in digital listenership, especially their podcasts, where listeners can choose topics of their choice on demand.

Kiss92 continued to engage its audience through its well received carnival and outreach activations. The station also has a strong following on social media, where original video content can be found on a regular basis.

MONEY FM 89.3 continued during the period to actively engage Singaporeans through well-attended events such as “Art of the deal” trading workshops and networking sessions. With its close collaboration with The Straits Times and The Business Times newsrooms, MONEY FM 89.3 is the  go to radio station for all the latest news and updates.

Source: SPH press release


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