Singapore, 7 December 2012 – SPH UnionWorks' Kiss92, the newest entrant in the local radio scene, has made an impact with listeners barely eight weeks on-air.
In the latest Nielsen Radio Diary Survey released on 3 December, Kiss92’s listenership stood at 151,000, with listeners tuning in for an average of six hours. The results were concluded after an eight-week long survey, which began on the first day of Kiss92’s transmission on 3 September 2012.
Digital figures also support these findings, with digital streaming crossing the one million mark and downloads of the Kiss92 mobile application at more than 42,000.
Another key survey finding was that 38% of listeners aged 30 to 49 only tune-in to Kiss92.
Commenting on the results, Mr Jamie Meldrum, SPH UnionWorks’ Senior Program Director for Kiss92 & Hot FM91.3, said: “The results are exceptional for a station that has been on-air for such a short duration. This is indeed very encouraging and we are looking forward to the next survey results, which will be a better indication of Kiss92’s position in the market.”
Although Kiss92 is Singapore’s first radio station targeting modern, savvy and driven women aged between 30 to 50 years old, the station has also become a favourite with men who have come to enjoy the music mix on the station. The Nielsen Radio Diary Survey also reinforced Kiss92’s core listener profile as the results show that it garnered the biggest share of PMEB listeners with household income of $6,000 and above.
Maddy Barber, Host of the Morning Drive Time show and Assistant Program Director of Kiss92, is amazed at the number of people who are aware of this new station in a short time span. On listeners' reactions to Kiss92, Maddy added: “I am constantly surprised by listeners who come up to me and express their passion for Kiss92 with lots of conviction. The station has definitely struck the right chord with the core listeners.”
Since its launch, Kiss92 has been rolling out a slew of engagement activities, such as Girls Night Out and Kiss & Tell. Listeners were treated to dinner at the latest restaurants, staycation and even a spa session, just to name a few. Two lucky listeners were also treated to an exclusive lunch date with Ronan Keating when the star was in town.
The station’s informative female skewed content is a draw for advertisers as cited by Mr Charles Leong, Singapore Representative Office of the Philippine Department of Tourism: “The Philippine Department of Tourism recognised the significant influence that women have on travel plans of their families or friends. The launch of the ladies' station, Kiss92, presented us with an ideal avenue to reach out to our target audience, in a fun and exciting manner. With the station's growing number of listeners each week, we were delighted with the exposure and heightened awareness of 'It's More Fun in the Philippines'.”
As part of a continuous effort to reach out to more listeners, Kiss92 is planning more giveaways and events that women will love.
HOT FM91.3 & UFM 100.3, the other two radio stations managed by SPH UnionWorks, also garnered an increase in listenership.
HOT FM91.3’s digital streaming garnered more than 100,000 unique listeners a month with more than 200,000 downloads of the HOT FM91.3 mobile application. Combined with Kiss92, the two English station now has a combined reach of 15.1% of listeners aged 15 and above.
UFM 100.3’s new daytime at-work listening programme from 10am till 5pm, proved to be a hit with listeners as its share doubled and digital downloads of the UFM 100.3 mobile application is now at 100,000.
For more details, please contact:
Ms Serene Lim
Deputy Head of Marketing
SPH UnionWorks Pte Ltd
DID: 6319 1514
Mr Gary Yeo
Singapore Press Holdings Limited
DID: 6319 1225
About SPH UnionWorks Pte Ltd
SPH UnionWorks Pte Ltd is an 80-20 joint venture between SPH Multimedia and NTUC Media. SPH UnionWorks manages and operates three radio stations, HOT FM91.3, UFM 100.3 and Kiss92.
HOT FM91.3 is an English Contemporary Hit Radio (CHR) music station playing new and current top 40 hits targeting listeners under 40. Programs and promotions are injected with loads of fun and quirkiness with a key focus on engagement and the listener’s experience. Hot FM91.3 has become well known for identifying and playing hits before they are hits. Listeners are given control over the playlist through Hot FM91.3’s online feedback platform called “Rate The Hits” which allows listeners to directly influence which songs they want to hear and how often
The station is also focused on engagement with its listeners through on-ground events such as its signature “Must Drink Friday” held on the last Friday of the month with free flow of drinks and interaction with their favourite DJs. Hot FM also engages its listeners on the street with car decal giveaways and live broadcast, in school with Recess Express school visits, online with Facebook and the station website, and on Mobile with Hot FM’s iPhone & Android apps.
Its growth momentum has been going from strength to strength with its weekly listenership going up to 311,000*, with its popular Breakfast Show "Rod Monteiro and The Married Men" grabbing the #2 share* of the Under 40 audience weekday mornings.
The newest radio station to hit the local FM market, Kiss92, is launched on 3 September 2012 with a targeted focus on women and families. It provides in-depth women and family content, coupled with adult contemporary music. Women aged 25 and above, and families will find the channel informative and entertaining.
Kiss92 brings on experts to share their knowledge on topics such as Relationships and Family Matters, Health and Wellness issues, Financial Planning and Career Advancements. It also covers Fashion and Beauty, Shopping, Entertainment, as well as offer listings of family friendly and community events. Tapping on its collaboration with SPH Magazines,
UFM 100.3 is a highly-charged Mandarin infotainment station targeting at working professionals aged between 35 – 49 years that is specially catered to their lifestyle. Its creative, lively and engaging delivery style is able to consistently hook listeners on for a far longer period of listening. Program content is designed to cater specifically for the busy individuals with timely updates and discussion on current affairs, health and wellness, financial planning, property investment, communication, lifestyle, music and entertainment.
The station’s drive-time programs are anchored by veteran DJs Wenhong, Limei and Xiaozhu in the morning, and DJs Anna and Lingzhi in the evening. UFM 100.3 also introduces a new daytime at-work listening programme from 10am till 5pm, playing your favourite music, complementing with bite size info-capsules, sharing with listeners health tips, office survival skills and other useful lifestyle information.
The station actively engages its listeners through various interactive events such as dinner gatherings and its annual family day to build rapport and bonding. To further strengthen loyalty, DJs also reaches out to the public through its outdoor activations, conducting games and giveaway prizes while introducing the station to new potential listeners. UFM 100.3 also supports various community, non-profit and charity organizations and successfully initiated a CSR program, “Star of the Month”, to raise public awareness for the underprivileged.
HOT FM91.3, UFM 100.3 and Kiss92 offer a great synergy of content with tie-ups with SPH Newspapers, Magazines and SPH Multimedia Platforms.
* Increase in cume between Wave 1, 2012 and Wave 2, 2012. (Base: P15+ Mon – Fri 24 hrs)
About Singapore Press Holdings