Radio
Listeners are Content Driven
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In
an unexpected turn, Power 98 surged ahead and overtook
a MediaCorp station - Perfect 10. Ever since English
Radio had begun in Singapore, the reach of Safra's
Power 98 had always been lagging behind its two closest
competitors - MediaCorp's Class 95 and Perfect 10.
This
shift in listenership indicates that a percentage
of radio listeners have minimal station loyalty.
They tune in to whichever station that provides the
programming / content mix that they deem as relevant.
Power98
had always targeted a generic demographic (A15+),
whilst MediaCorp actively targeted 2 segments : Perfect
10 for A15-30 and Class 95 for A25-40. The audience
migration towards Power 98 were from both segments,
but primarily amongst mature listeners A25-64.
Perfect
10 recently revamped the station to be edgier and
more appealing to the youth ( http://www.987fm.sg/).
At the same time, Power 98 boosted their programming
to be more entertaining, interactive and engaging.
Perfect 10's revamp had not proved to be effective
as they lost listeners in that belt. The remaking
of Perfect 10 have
also contributed to the loss in listenership amongst
a more matured segment to Power 98.
Results
from Insights DNA show that despite the
mature audience agreeing that Perfect 10 has a stronger
identity, Power 98 is the one that speaks to them at
their level. With true life stories,
anecdotes and sports news, A25-64 find Power 98 providing
relevant, responsible and inspiring news and insights
more than Perfect 10.
For
A25-34, Power 98 lead all the way especially during
weekdays and lost the lead only at the weekends 'Night'
timebelt. On the 'Night' weekend timebelt, Perfect
10's programming is more established - offering the
popular 'Say it with Music' and also 'Top Ten'.
With
increasing audio options - podcasts, audio news feeds
and online overseas radio stations, station loyalty
is a fast fading concept. Listeners are clearly more
content driven, having no qualms of tuning into whichever
station(s) that appeal to them. The challenge therefore
for Power 98 is to continuously keep their content
mix relevant and engaging to their core audience.
MediaCorp will have to continue to experiment on
how to recapture the youth market and also retain/
rechannel the A25+ age group. Riding on this insight,
Advertisers can then spread their budget to stations
and timebelts that are most relevant to their target
audience.
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Insights DNA also provides a wealth of information such
as the appeal of the
various brands, the effectiveness of various
media including brochures etc. This
base of information will make media planning
much more aligned to marketing needs.
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