Research shows that Malaysians spend more time listening to the radio than their AsiaPac neighbours. The latest research from Nielsen shows they tune in for 21 hours and 34 minutes per week. That is more than 2 hours extra than the Australians who take number 2 spot.
Nine in ten consumers in Peninsular Malaysia, aged 10+ listen to the radio. There were three peaks – morning between 6am to 10 am, late afternoon 4pm to 8 pm and evening 8pm to 12 midnight. The younger listeners were tuned in during the late afternoon and evening. 59% of the aged group 15-24 years, also participated in social media while 45% of those 25-34 years also used social media sites.
Radio ad spend in Malaysia went up 8.9% last year.