GfK’s RAM now single measurement in Malaysia
April 29, 2024
GfK’s Radio Audience Measurement (RAM) is the single radio audience measurement for Malaysia’s market, as appointed by Commercial Radio Malaysia (CRM). Prior to this, CRM has awarded GfK a three-year contract from 2022 to 2024 to continuously provide RAM in Malaysia. This marked CRM and GfK’s third collaboration since 2016.
Astro Radio continuously supports the appointment of GfK as the sole provider of radio currency in levelling the competition within the industry and ensuring all radio stations involved are measured equally.
In disseminating factual and transparent announcements, Astro Radio says it hopes that all industry peers uphold the appointment of GfK by using the RAM provided and stated by the institute as the sole measurement.
A single measurement system fulfils the need of having a standardised method in assessing the size of audience and behaviour across various radio stations on different platforms and devices.
In regulating the measurement system, advertisers and media agencies can identify competitive radio partners. This also allows stakeholders to have better comprehension on audience consumption patterns, inclinations and engagement levels in steering them to create engaging content and effective advertising approaches. A unified measurement system also advocates transparency in audience measurement practices as stakeholders have access to consistent practices, metrics and benchmarks.
Astro Radio has been using RAM provided by GfK since 2016 in accordance with the institute’s appointment by CRM.
Radio Audience Measurement Survey (RAM) Wave 1, 2024
According to the Radio Audience Measurement Survey (RAM) Wave 1, 2024 result released on April 25th which, conducted by GfK Research for the period of 18 February to 30 March 2024, Astro Radio continues to be the No. 1 local radio with approximately 20.2 million weekly listeners, citing its engaging and entertaining programming as the main reason for the loyalty of listeners.
Strengthening Astro Radio’s leadership as the radio operator with the highest number of listeners in Malaysia, Astro Radio boasts 11.9 million average digital radio streams, 32.1 million social media followers, 395.7 million video views, and 240.1 million monthly average Facebook post impressions.
Astro Radio retains its number one position for 9 years (GfK Research from 2016 onwards) across all languages: ERA, the No. 1 Malay brand; Hitz FM, the No. 1 English brand; MY, the No. 1 Chinese brand; and RAAGA, the No. 1 Tamil brand. Astro Radio Malay brands recorded 8.2 million listeners, English brands achieving 3.0 million listeners, while Chinese brands amassed 3.1 million listeners and the Tamil radio brand attained 1.4 million listeners.