Mediacorp remains SG’s top audio network, reaching 88% of adults & 9 in 10 digital listeners through its FTA radio stations & digital radio network
The company’s radio stations occupies eight out of top 10 spots, including the top six positions
Singapore, 15 December 2021 – According to the latest Nielsen Radio Survey, Mediacorp is the top audio network in Singapore, with an increased dominance on the airwaves following a significant jump of 8.8% (280,000) in listenership from the last survey to reach 3.7 million people1 weekly. This represents 88% of total adults, with close to 13 hours of engagement recorded weekly. Its free-to-air radio stations also command 85% of the radio market share2, an increase of 5.1% compared to 20203, further improving its lead over its competitors.
Mediacorp’s digital radio stations are also leading the pack with more listeners tuning in digitally – a testimony to its efforts to stay ahead of consumer preferences and market needs with a customer-centric, digital-led, multiple platform strategy. Compared to the last survey, the company registered an overall 50% jump in digital listenership, bringing the total to more than 1.5 million listeners, or nine in ten digital listeners1 weekly. The increase in engagement (+ one hour) to nine hours five minutes weekly clearly signals Mediacorp’s ability to attract listeners with the enhanced offerings on its revamped digital service meLISTEN.
The findings are based on the latest Nielsen Radio Survey conducted from August to October 2021, which tracked radio listenership via diary recordings by 2028 adults aged 15 and above, with the results weighted by age, sex and race to be representative of the Singapore population.
Mediacorp claims eight out of top 10 spots for FTA radio, and is first choice for key audience segments
As the leading radio network, Mediacorp has continued to cement its leading edge by recording improvements in both its reach and share, while taking the majority (eight) of the top 10 spots in the ranking of stations, with the top six being Mediacorp stations. The strength of its network is further supplemented by the fact that the top choice for key audience segments4 is a Mediacorp radio station, and that out of the 14 hours and 14 minutes that listeners spend their time tuning in to Singapore’s radio stations weekly, 12 hours and 48 minutes (90%) were on Mediacorp’s radio stations.
Coming in first is LOVE 972 with a record 1,007,000 listeners (24% of weekly listenership), after gaining a survey-high of 158,000 additional listeners. As the number one Chinese radio station in Singapore, it is the first choice for various audience segments, including women aged 15+, as well as Chinese aged 15+, and listeners tuned in for eight hours 54 minutes weekly.
Chinese station YES 933 takes a close second with 934,000 listeners (22.3% of weekly listenership), with an increase of 28,000 listeners from the previous survey. The station also recorded the highest jump in audience engagement (+ almost two hours) among all stations surveyed, with listeners tuning in for eight hours and 42 minutes weekly5. It also has the highest reach among the following audience segments: millennials aged between 25 and 34, and PMEBs (professionals, managers, executives and businessmen).
CLASS 95 is the reigning top English station in Singapore with 718,000 listeners (17.1% of weekly listenership), who spent an average time of four hours and 39 minutes listening weekly. It is also the prime choice for the premier audience segment.
CAPITAL 958, which is fourth with 675,000 listeners (16.1% of weekly listenership) has demonstrated boosts in its performance, having recorded an improvement in audience share (+1.9%), and is the Chinese station with the highest engagement rate, with listeners tuning in for 13 hours 22 minutes weekly5 .
Top Malay radio station Warna 942 leaps to the fifth spot this year from its previous eighth position, with a noteworthy increase of 35,000 listeners to reach 505,000 listeners (12% of weekly listenership). The station is the favourite station for Malays aged 15+ and topped the chart for its ability to engage its fans who tuned in for 14 hours 55 minutes weekly5, representing an increase of one hour 14 minutes from the last survey2!
Coming in sixth is GOLD 905 which noted an increase of 21,000 listeners to hit 494,000 listeners (11.8% of weekly listenership), and an engagement rate of six hours and 10 minutes.
The remaining Mediacorp radio stations in the top 10 are: 987, the top station for tertiary students aged 15 to 24, in eighth place with 384,000 listeners (9.2% of weekly listenership), and listeners spending four hours and 26 minutes checking out the latest hits; and Oli 968 in ninth place, clocking in the second-highest increase of 106,000 listeners to reach 330,000 listeners (7.9% of weekly listenership). Oli 968 is also the top choice for Indians aged 15+.
Classical music station Symphony 924 has seen an increase of 84,000 listeners (+63%) to 217,000, the third-highest growth, according to this year’s findings. English news station CNA938 too, has increased its reach by 41,000 listeners (+18.9%) to reach 258,000 listeners (6.1% of weekly listenership).
Largest digital radio network in Singapore
On the digital front, Mediacorp’s digital radio network reported a huge 50% jump in listenership year-on-year, bringing the total to more than 1.5 million listeners. This translates to a reach of nine in ten digital listeners, with more than nine hours of weekly engagement. This is a result of the suite of digital offerings Mediacorp has rolled out, such as enhancements to its meLISTEN platform, and ramping up the variety of digital audio content, including podcasts. More recently, Mediacorp also launched indiego, a new digital station featuring the latest indie hits and more homegrown music from local talents, to add to the variety of audio content on meLISTEN.
These results corresponds with the uptick in performance for Mediacorp’s digital audio service meLISTEN, which saw a growth of 11% this year in monthly average unique visitors6 to reach 621,900 listeners. In terms of podcast content, downloads spiked 106% to reach a total of 729,100 average downloads monthly7, coupled with a growth of 102,000 monthly average listeners to reach 269,000 listeners as compared to last year7.
Mediacorp’s Chief Executive Officer, Tham Loke Kheng said: “Once again, the findings from the latest Nielsen survey reflect our commitment and dedication to engaging our consumers with quality content that they love – both in news and entertainment. We are honoured to be the top radio network in Singapore, with even more listeners tuning in to us on the airwaves and digitally, and heartened to know that we are the top audio choice for all major demographic segments in Singapore, which shows our diversity and ability to connect with different audiences. The strong growth in our digital listenership is also buoyed by our revamped meLISTEN which showcases a stronger lineup of locally-produced audio content and a more enjoyable and user-friendly experience. We hope our fans continue to enjoy these, and support indiego, our newly launched digital station offering the latest indie music!”
1The number of listeners aged 15+ in Singapore is estimated at 4.195 million
2Market share is measured by the quantity of 15-minutes spots listened across Singapore’s radio stations
3Nielsen Radio Diary Wave 2, 2020 (Mon-Sun-Whole Day)
4Audience segments include: Male aged 15+, Female aged 15+, Tertiaries aged 15 to 24, Millennials aged 25 to 34, Silvers aged 55+, PMEBS, Premiers with Household Income over $7000, Chinese aged 15+, Malays aged 15+, Indians aged 15+, Parent with Kids (0 to 9 years)
5Time Spent Listening (TSL) is defined as the average amount of time a listener spends listening to a radio station in a week
Source for footnotes 1 – 5 above: Nielsen Radio Survey 2021 (Mon-Sun-Whole Day). In 2021, Mediacorp digital radio stations are calibrated with Triton census-level data. Please use the data with caution when comparing with non-Mediacorp digital radio stations
6Apr 2020 to Mar 2021, and Apr 2021 to Dec 2021 (Source: Adobe Analytics)
7Apr 2020 to Mar 2021 and Apr 2021 to Dec 2021 (Source: Omnystudio)
- End -
Mediacorp is Singapore’s national media network and largest content creator. Its purpose is to create engaging and trusted content, as well as to connect communities and inspire people. Mediacorp engages over three million people in Singapore daily across four languages on its digital platforms including meWATCH, meLISTEN and CNA.asia, six TV channels and 11 radio stations. Beyond Singapore, Mediacorp also has a growing international audience through CNA and content distributed across markets.
With a focus on nurturing talent and growing the sector, the company is committed to investing in nation-wide initiatives like Star Search, Anugerah, Yaar Antha Star and SPOP, commissioning a wide variety of work from local content creators, and collaborating with institutes of higher learning. As Singapore’s first local Multi-Channel Network in partnership with YouTube, Mediacorp is also committed to developing a network of digital content creators.
For advertisers, Mediacorp has partnered industry-leading brands like ESPN, Mothership, Popcorn, theAsianparent, VICE, YouTube and 99.co to form the Mediacorp Digital Network in offering more effective content-driven solutions.
Mediacorp is the recipient of industry accolades including New York Festivals, World Media Festivals, PromaxBDA (World and Asia) and Asian Academy Creative Awards.
For more information, please visit mediacorp.sg.