Mediacorp radio stations land 9 out of top 10 spots in Nielsen survey, record 3.93 million weekly listeners
The Mediacorp campus at one-north.
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SINGAPORE: Mediacorp has landed nine out of the top 10 spots in the ranking of radio stations in Singapore, commanding 84.2 per cent of the radio market share with a record 3.93 million listeners.
In the top 10 list is CNA938, which broke into the top 10 leaderboard. Launched in 2019 as an additional platform for CNA’s award-winning journalism, the radio station’s weekly reach of 255,000 marked an 18.1 per cent increase since the last Nielsen radio survey, furthering its lead with 3.3 times the reach of its closest rival, Mediacorp said in a press release on Monday (Jul 15).
These findings are based on the latest Nielsen radio survey conducted from March to May, which tracked radio listenership via diary recordings by 2010 adults aged 15 and above. The results were weighted by age, sex and race to be representative of the Singapore population.
Mediacorp's record radio reach of 3.93 million listeners weekly is measured by the total number of unique, unduplicated radio listeners.
“With 88.1 per cent of adults tuning in weekly, time spent listening has also climbed to almost 10 hours weekly,” it said.
“This is accompanied by unprecedented engagement rates and followings on social media platforms, underscoring the unwavering popularity of Mediacorp’s audio offerings on the airwaves and beyond.”
On CNA938, Mediacorp added: “In a further testament to its ability to captivate and retain a discerning audience, the station boasts an even stronger performance with premier audiences, who tune in for 3.6 hours weekly, and PMEBs (Professionals Managers Executives Business Owners), who tune in for 3.5 hours weekly, contributing to an overall engagement rate of 2.9 hours.”
“Together with CNA’s formidable presence on television, digital, and social media platforms, this success underscores Mediacorp’s strategic expertise in reaching audiences on their terms and delivering content that entertains, delights, and informs with precision.”
Five Mediacorp stations also achieved all-time highs in listenership.
Youth-centric stations YES 933 saw the biggest jump - 44 per cent to 1.1 million listeners - while 987 rose 30.1 per cent to 613,000 listeners.
CAPITAL 958 grew by 8.6 per cent to 848,000 listeners, while vernacular stations WARNA 942 saw a 17.9 per cent increase to 547,000 listeners and OLI 968 increased by 11.7 per cent to 392,000 listeners.
Seven Mediacorp stations also reported growth in time spent listening.
WARNA 942 saw an increase of 1.3 hours to 10.1 hours, claiming the title of the most engaged station overall.
YES 933 saw the biggest growth of 1.6 hours to 6.3 hours. In addition to being the fastest-growing radio station, it is also the top station overall and the top digital station.
RIA 897 grew by 1.5 hours to 3.6 hours in terms of time spent listening. 987 grew by 1.4 hours to 4.6 hours, while OLI 968 added 1 hour to reach 6.9 hours, LOVE 972 increased by 0.7 hour to 8.3 hours and CNA 938 grew by 0.6 hour to 2.9 hours.
Beyond digital audio achievements, Mediacorp said its continuous efforts to strengthen its presence in the everyday digital lives of its listeners have continued to gain ground.
On TikTok, overall engagement - comprising likes, comments and shares - has surged by 77.1 per cent with youth-centric brands, like RIA 897 and YES 933, and leading the pack.
Mediacorp's Chief Customer and Corporate Development Officer, Angeline Poh, said: “We are delighted to be the audio network of choice among Singapore listeners.
"Having seamlessly integrated broadcasting with innovative digital experiences, our continued breakthroughs defy outdated misperceptions of the medium, which today offers an enduring, holistic lifestyle experience.
"This evolution underscores Mediacorp’s focus on being an integral part of our audience’s lives and we aspire to continue engaging them every day."
