Radio reaches 94% of Cebu
Broadcasters
Radio reaches 94% of Metro Cebu
KEVIN A. LAGUNDA
Nov. 14, 2018
THE survey that reports to the Kapisanan ng mga Brodkaster ng Pilipinas claims a radio audience of 1.3 million Cebuanos. Stations dyHP and dySS for AM radio stations and dyWF and dyRT on the FM band, Kantar Media says, top in audience share. Kantar Media figures give the image of a lopsided competition with one radio station leading the race by miles.
RADIO still has a powerful hold on Metro Cebu listeners, a media survey covering the second quarter of 2018 shows.
Kantar Media, in a report to the Kapisanan ng mga Brodkaster ng Pilipinas (KBP), said radio programs in both AM and FM bands reach 94 percent of their sample population of 250 Metro Cebu households every week.
This, based on their computation, represents 1.3 million actual Cebuanos.
The study, commissioned by the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) and carried out from June 21 to 27, 2018 also showed that individuals in Metro Cebu spend an average of three hours a day listening to their favorite programs.
While the version of the Kantar report given to the media does not establish what type of programming is popular, it does indicate that radio is the foremost mode of information and entertainment for audiences classified as D and E.
Those in the two classifications comprise 88 percent of the sample.
In Metro Cebu, the top five AM radio stations based on listener shares are DYHP-612Khz of RMN Cebu, taking 62.45 percent of the sample population, DYSS-999Khz Super Radyo of GMA, taking 27.38 percent, DYAB-1512Khz Radyo Patrol of ABS-CBN taking 3.23 percent, and with DYRF-1215Khz Radyo Fuerza of Word Broadcasting Corporation and DYMF-963Khz of Bombo Radyo Philippines each getting 3.02 percent.
On the FM band, the top five stations meanwhile are DYWF-93.1Mhz Brigada News FM (26.12 percent); DYRT-99.5Mhz Barangay RT99.5! (23.87 percent); DYLS-97.1Mhz MOR 97.1 Lupig Sila! For Life! (16.88 percent); DYHR-91.5Mhz Yes FM (11.21 percent); and DYXL-93.9Mhz iFM I na Beh! (6.97 percent).
Age-wise, the survey shows that the Cebuano audience is almost evenly distributed.
Twenty-eight percent of the sample are aged 50 and above, and 20 percent more belong to the 30 to 39 and to the 10 to 19-years brackets each. Listeners aged between 20 and 29 meanwhile represent 18 percent of the sample, while those between 40 and 49 years old chalk up 15 percent of the pie.
Gender-wise, the survey also shows that the Cebuano audience are also almost equally distributed. Of the radio listeners within the sample, 57 percent are males and 43 percent are females. 