A usage, attitude, and image study on AM radio listenership in Metro Manila for DZRH News- 666 Khz Manila Broadcasting Company

• Main Authors: Cosuco, Marie Antoniette V., Cuanan, Jodelle Chris G., Miraflor, Jillian Jazl P., Reyes, Marie Antoinette J.
• Format: text
• Language: English
• Published: Animo Repository 2015
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18258
• Institution: De La Salle University

DZRH is the oldest radio / AM station in the Philippines. It has established itself as a credible source of news over the years and is dominant in the broad C and D market. It is the home of well-known anchors such as Joe Taruc and Neil Ocampo. Aside from news and current affairs, DZRH also offers drama and commentary programs. DZRH has yet to go up from its spot as it is ranked 3rd currently from the survey conducted by Kantar Media last July 2013, next to DZMM and DZBB. The study aimed to bridge this gap by determining the extent of awareness, trial and listenership of DZRH vis-Ã -vis its competitors and knowing the perceived brand image of DZRH to its listeners. Moreover, DZRH still hasn't tapped listeners belonging to the younger generation aged 30 to 39. The researchers gathered 100 respondents aged 18 years old and above and are service workers residing in Metro Manila. These respondents were each interviewed using a Usage, Attitude and Image survey format consisting of 31 questions. Results were analyzed using descriptive statistics. It was found in the study that while awareness about DZRH is high, they are quite low when it comes to listenership. Moreover, one opportunity that DZRH needs to work on is coming up with ways to tap the younger market because their current market will not be enough to sustain them in the future.