Star RFM: Riding On High Frequency
Written by Marketing Interactive
12 Oct 2010
Suria FM records 172% growth in Breakfast and Drive shows
Red FM locks in a 35.4% year-on-year increase in listenership
Various events and activities lined up for both stations towards year-end
Star RFM's performance during Wave 2 of the Nielsen Radio Audience Measurement survey has reflected a leap forward in terms of speed of growth whereby both Suria FM and Red FM have exhibited a rise in listenership.
Suria FM recorded a 172% year-on-year growth in which its Breakfast Show (with Zizi and Halim Othman) and Drive Show (with Linda Onn) have emerged as fastest growing Malay radio shows compared to other similar competing daily on-air programmes.
Its Time Spent Listening (TSL) rate has seen a year-on-year growth of 36.3%.
Overall, it ranked sixth beating hitz.fm (seventh) with a weekly following of 1,881,000 listeners against the latter's 1,577,000 listeners.
Meanwhile, Red FM's audience reach has grown consecutively in five surveys since 2008 and registered a 35.4% year-on-year growth this time around.
A comparison of the last six months between Red FM with other English stations has shown Red FM as having the highest growth with an increase of 24%. Red FM's Breakfast, Drive and Evening have grown exponentially within their time-belts at 102%, 83% and 81% respectively.
The station's TSL rate has risen to 7 hours and 29 minutes per week from its previous 6 hours and 35 minutes, making it the second ‘most-listened-to' and ‘preferred by youth' English radio station.
It has also done well in appealing to the more affluent group with a 137% year-on-year growth in ‘household income above RM5000 per month' category.
Red FM's PMEB (Professionals, Managers, Executives and Businessmen) segmentsaw a 66.7% year-on-year growth.
These successes have demonstrated the accurate direction of developing focused shows for listeners in the areas of entertainment, information, and celebrity content.
"Our consistent growth also demonstrates the advertisers' confidence in our stations' ability to remain a stable medium in a volatile business market. To ensure our continuous ability to deliver a unique user experience to listeners, we are persistent in exploring all platforms to elevate our shows," Azrullah Bin Mohd Nor, COO, Star RFM.
Across the next few months, various events and contests involving both stations have been mapped out to enhance their listeners' interactive experience. These initiatives will be executed on-air, at ground level and online.
While Red FM's calendar is packed with Halloween, Christmas and New Year's Eve themed parties, Suria FM's lineup includes a concert-cum-carnival to celebrate its 3rd anniversary. Its annual music roadshows is set to kick-off in December.
By Deborah Joy
Malaysia - 1 October 2010