Commercial Radio Malaysia (CRM) has awarded GfK another three-year contract to provide radio audience measurement (RAM) in Malaysia from 2022 to 2024, following GfK’s successful pitch during an industry-wide tender in September 2021. This will be the third time CRM and GfK work together for RAM, since their first collaboration back in 2016.
GfK will continue to implement a combined methodological approach of paper diary and e-diary for RAM in Malaysia, utilizing its own software solution to analyze the garnered data and subsequently produce additional Radio Insights reports for the industry, instead of the previous annual reporting. Additionally, GfK and the industry will investigate innovations such as streaming integration in the country, as well as jointly look at a possible coverage expansion to East Malaysia.
“We are very honored that Commercial Radio Malaysia has chosen to extend their partnership with GfK — a testimony of the great work we have been doing in the past six years,” said Lee Risk, APAC Commercial Director for Media at GfK. “As we continue to deliver relevant and actionable insights for the Malaysia radio landscape, we will also look at ways to innovate and bring additional value through a possible scope and coverage expansion.”
Dhan Andreas, President of Commercial Radio Malaysia, said: “The Council had unanimously voted to continue partnering GfK Malaysia for the radio measurement service, based on the company’s global expertise and great track record of delivery which we have experienced since their appointment in 2016, particularly on their eDiary survey methodology which is well-implemented both in Malaysia and globally.”
For more than four decades, GfK has been providing radio and television audience measurement. The largest German market research institute delivers currencies in various APAC and European countries. It has also recently announced the most significant change in radio audience measurement history in Australia in conjunction with Commercial Radio Australia. These innovations can also guide developments in the Malaysia market.
This story first appeared on RadioInfo.asia