The survey results for Media Prima Audio MPA is on an impressive level when the brands under MPA have reached a total of over 5 million weekly listeners in the second GFK commercial radio survey for 2021, whilst digital listenership reports an impressive 57 million listeners over the course of 6 weeks.
Hot FM retains its position as one of the biggest radio stations in the country, reaching 3.7 million listeners weekly, an increase of 30,000 from the previous wave.
Buletin FM has amassed a total of 232,000 number of listeners weekly, despite it being newly introduced to the market in August. The news proposition is a new concept to the Malay demographic and MPA expects it to grow from strength to strength in the near future as it will continue to drive relevant talks and news content as well as synergise with TV3’s biggest news and current affairs program, Buletin Utama.
Fly FM maintained its cume in a tough pandemic landscape and managed to keep its total listenership over a million although driven by a relatively new breakfast show.
8FM rebranded from One FM and the strategy was a synergy with Media Prima’s Chinese TV Network, 8TV. The focus has been changed in terms of demographic and content, and as this is considered its debut for the survey wave, 8FM has done considerably well.
Nazri Noran, Media Prima Audio’s CEO, summed up the radio result for MPA as encouraging. “This being said, we are generally happy with the outcome of this sweep. We thank our listeners for all the support, not to forget our partners who have been tremendously helpful and supportive since we launched. The last 3 months have seen a seismic shift in the way clients and partners see us as a media solution.”