Radio listenership goes up; SPH radio stations rated high in likeability & recommendation

December 16, 2020

SPH Radio stations Kiss92 emerged as the most liked station in Singapore, followed closely by UFM100.3 and ONE FM 91.3, according to the latest radio study conducted by Milieu Insights, an independent consumer insights company based in the Lion City.

The study showed an increase in radio listenership due to COVID-19, with 74% of the respondents agreeing that they had been listening to the radio more often after the COVID-19 situation escalated. Among these, 61% indicated that, as a result, they began listening to the radio an hour or 2 hours longer in a week.

MONEY FM 89.3 retained top spot in terms of its influence towards purchase decisions by a huge margin from runner-up Love 97.2, further strengthening the credibility of the station and its high engagement level with listeners.

Weekday morning is also the most preferred listening time across different radio stations, and is especially pronounced for Money FM 89.3 listeners.

96.3 Hao FM, meanwhile, gained an increase of 7% in its ratings when it comes to how well their music is perceived.

The station also improved in its overall engagement and listenership levels as well as on the quality of DJs and talk segment, while maintaining its entertainment level and likeability scores. 96.3 Hao FM listeners are equally likely to tune in on weekday mornings, afternoons and evenings.

ONE FM 91.3 achieved a 10% higher rating in the likelihood to be recommended by listeners and continues to grow with positive sentiments from listeners.

At the same time, the ratings for its quality of DJs, influence over purchase decisions and overall listenership levels have also increased since the last radio results released in April.

The Milieu Radio Survey - conducted twice a year -  surveyed 2,000 regular radio listeners over the age of 16 via Milieu Surveys, the company’s very own mobile app-based survey platform. The survey included all radio stations in Singapore.

About Milieu Insights

Milieu Insights is an independent Singapore-based consumer insights company.

In this radio study commissioned by SPH, Milieu surveyed 2,000 regular radio listeners between the ages of 16 to 65 on various engagement metrics from 16 to 26 October 2020. Results are weighted mainly by age and sex to be representative of the Singapore population.

The 22-question survey was conducted via Milieu’s proprietary survey mobile app, Milieu Surveys.

For more information, please contact:
Serene Lim