Radio Advertising in Malaysia: Does It Still Work in 2025?

Radio advertising still works in Malaysia in 2025,  but not as a standalone sales tool. It thrives when paired with PR strategies, commuter culture, and trusted DJs, turning routine ad slots into memorable brand stories that stick with listeners long after the traffic clears.

You know Malaysians spend a lot of hours stuck in traffic jams. Spotify playlists get old fast, but a familiar DJ’s voice still cuts through the boredom. 

There is a lot of debate whether radio is still a “thing” in 2025, when so many other traditional media are more or less being usurped by their digital counterpart, such as streaming and online newspapers.

Yet radio advertising fits in perfectly into modern PR campaigns, and it still matters in Malaysia. Today, the leading PR agency in Malaysia will teach you how to blend it with digital strategies for maximum ROI.

Why Does Radio Advertising Still Work in 2025?

Commuting culture, language diversity, and trusted hosts keep radio relevant.

Malaysia’s traffic-heavy urban centres provide a captive radio audience. Stations deliver content in Malay, English, Chinese, and Tamil, reaching groups that digital targeting often segments poorly.

Local DJs, from Hitz FM’s morning crew to BFM’s business hosts, shape opinions like influencers, they invite guests over to talk current topics.

Their credibility gives radio a unique staying power even as digital ads multiply.

“About 14 million people tune into radio in their cars each week in Peninsular Malaysia, out of 20.2 million weekly radio listeners.” — GfK RAM (H1 2024). 

How Does Radio Advertising Fit with PR Campaigns?

Radio advertising stops being “just noise” when it’s woven into a PR strategy.

On its own, a 30-second jingle can remind someone of your brand. But paired with public relations, radio becomes a credibility amplifier, the difference between someone hearing your name and someone believing it.

• Product launches: A glossy press release is good, pairing it with a live interview on BFM or a morning DJ shout-out is better. It feels less like a sales pitch and more like expert commentary.
• CSR campaigns: Flood relief, blood donation drives, or health awareness initiatives cut through when they’re voiced by trusted radio personalities. A news bite in the paper is forgettable but a DJ urging listeners to show up at a mall drive is persuasive.
• Community tie-ins: Sponsoring a cultural programme on ERA or a late-night talk show gives your brand a seat at the table, not as an outsider buying ads, but as part of the community.
• Repurpose into Podcasts: That morning radio segment can be clipped and republished as a branded podcast episode, giving it an evergreen life online. It’s cost-effective content recycling.

Radio thrives on trust, personality, and local culture.

When your PR story is told through that trusted voice, it earns more weight than any single ad slot.

“Astro Radio captured 72% of Peninsular Malaysia’s radio listeners in GfK RAM Wave 2 (2024), reaching 14.9 million weekly across its network.“

Read more: How Malaysian Brands Can Get Featured in International Media

Radio Advertising vs Digital Advertising: Which Delivers More?

Digital ads are measurable, radio builds trust. And yet, the best strategy is to use both.

What Should Businesses Consider Before Running Radio Ads?

Radio campaigns only pay off when they’re planned with intent, not just airtime.

Unlike digital, you can’t simply “set and forget” a radio ad. 

In Malaysia, where audiences are diverse and media habits differ by state, a thoughtful plan makes sure you’re not shouting into the void.

1. Pick the right station

Every station attracts a different crowd and Malaysia’s multicultural society means your choices are diverse and varied, so here’s a quick summary:

This proves SMEs can pick the right “voice”, from mass Malay audiences to niche business circles.

2. Use formats creatively

Don’t stop at jingles. Live mentions by DJs, interactive contests, or even short on-air interviews bring campaigns to life. 

A prize giveaway during rush hour traffic? People remember those.

3. Localise Messages

Malaysia is multilingual which means a one-size-fits-all approach will never work. 

A spot that works in KL may not land the same way in Pahang or Johor. Crafting messages in Bahasa Malaysia, Mandarin, or English depending on the station make sure your brand feels relatable, not generic.

4. Repurpose clips

A radio campaign shouldn’t end the moment the segment fades out, it’s content you can stretch across platforms.

• Short Social Reels: Trim 10–30 second snippets of DJ mentions, contest winners, or funny call-ins for Instagram Reels, TikTok, and YouTube Shorts.
• Podcast Content: If your brand had an interview or a CSR spotlight, package the full conversation into a branded podcast episode. Great for evergreen listening and SEO-friendly archives.
• Website Embeds: Feature your radio clip on your website (“As heard on Lite FM”) to boost credibility. Adding the station logo beside it builds instant trust.
• Press Release Tie-In: Include the radio clip link or transcript in a press release. Journalists are more likely to cover a story when there’s multimedia proof.
• Community Engagement: Share clips on Facebook community groups (KL foodies, JB small business groups) to show your brand is recognised beyond paid ads.

Always clear usage rights with the station first. Most offer repurposing options as part of ad packages if you ask upfront.

5. Measure success differently

Unlike digital ads, there are no instant click-through reports. Instead, track brand sentiment, recall in surveys, or even spikes in social mentions. A well-executed campaign should show up in conversations, not just dashboards.

“When Ramadan arrives, everyone anticipates the ‘Yusuf Taiyoob’ ads. They’ve become synonymous with the fasting month, a cultural meme and utterly unforgettable.”

How Much Does Radio Advertising Cost in Malaysia?

Radio advertising costs vary widely depending on station, timing, and format, but it remains accessible for both SMEs and national brands.

*CPM = Cost per thousand impressions (approximate industry estimates for Malaysia, 2024–2025).

Sample SME Ad Package

For SMEs, knowing the ballpark helps in planning. While every station prices differently, a typical starter package might look like this:

• RM5,000 Campaign (Regional Station)
  
  
  • 20 × 30-second slots across 2 weeks (off-peak + 2 drive-time slots)
  • 1 × live DJ mention during a morning show
  • Bonus: 1 social media post on station’s Facebook/TikTok page
    
    
• RM15,000 Campaign (National Station)
  
  
  • 50 × 30-second slots spread over 1 month (peak drive-time slots included)
  • 3 × DJ mentions or short live reads
  • Option to sponsor a contest segment for added engagement

Radio Advertising in Malaysia: The 2025 Outlook

Radio advertising isn’t dead, it’s a PR amplifier. For Malaysian businesses, it still matters, especially when blended with digital channels, creative storytelling, and trusted voices that commuters can’t tune out.

The lesson is simple: don’t treat radio as just airtime, treat it as part of your PR narrative. When combined with blogs, podcasts, TikTok, and press coverage, a single radio slot becomes a multi-platform story that keeps working long after the jingle ends.

But if managing all that feels overwhelming, that’s where we come in. At Press, our digital PR services help brands move beyond the airwaves by:

• Boosting brand visibility through strategic media placements and online features.
• Repurposing radio exposure into shareable clips, social content, and evergreen blog material.
• Building credibility by aligning your campaigns with trusted journalists, influencers, and digital outlets.
• Measuring real impact across both traditional and digital channels, so you see how far your story travels.

Partner with Press and let’s turn it into a story people remember, on-air, online, and everywhere in between.