Singapore audience study shows SPH Media’s unrivalled reach, strong cross-platform engagement
The full-year 2025 Singapore Media Landscape & Audience Study (SMAS+) results are in, and they validate SPH Media’s ability to connect brands with Singapore at true ecosystem scale: 86% weekly reach among Singaporeans aged 15+. This shows our ability to connect and influence nearly nine out of ten Singaporeans every week.
Below are 3 key takeaways that matter the most to our partners and brands out there.
Takeaway 1: We win critical touchpoints across the week — not just one “channel moment”
The report is built to reflect how people actually consume media today: multi-format, multi-device, and multi-moment. It’s positioned as an integrated media consumption study where robust survey measurement is paired with digital measurement.
GfK SMAS+ confirms strong engagement across critical touchpoints:
- Messaging and social reach: The combined Socials/Newsletter segment achieves a 55% weekly reach among the Total Population, confirming the high likelihood of our audience following content via communication platforms and social media.
- Physical presence on OOH platforms: Our content extends effectively to the physical world. 75% of those surveyed confirmed seeing SPH Media’s outdoor screens over the past seven days.
- High-value news audiences on radio: Our radio audience is highly news-focused, with up to 83% of our listeners tuning in to news on our radio stations.
Takeaway 2: We don’t just reach “everyone” — we influence across audience groups in their terms
That 86% weekly reach isn’t a generic number; it holds up when you zoom into high-intent, high-value segments:
Takeaway 3: Integrated platforms are how you unlock extended reach
The biggest implication from SMAS+ isn’t just that audiences are fragmented — it’s that reach is now created across connected platforms, not within a single channel.
That’s why SMAS+ has evolved beyond traditional definitions of “news consumption” to reflect today’s reality: discovery and engagement happen across social/communication platforms, email newsletters, video environments, and other expanded touchpoints, alongside core news platforms.
- Social and newsletters build fast awareness and repeat exposure where audiences browse and share.
- Digital news environments provide credibility, context and sustained attention — critical for moving audiences from “noticed” to “considered”.
- When these are planned as one ecosystem, you don’t just increase impressions — you unlock incremental people that siloed plans often miss.
In short: cross-platform isn’t an add-on. It’s the most reliable way to scale reach efficiently in a market where audience attention moves across formats and screens every day.
Methodology: Why is SMAS+ credible?
Commissioned by SPH Media and conducted by GfK, the study utilises a "single-source" approach to data collection. This ensures that the insights are not siloed but represent a holistic view of the same user's behavior.
- Survey Data: A 2-step survey of 3,000 individuals ensures accurate demographic representation of the Singapore population.
- Digital Intelligence: This is layered with behavioral data from a 2,000-strong digital panel.
- 1st-Party Validation: Data from 20 SPH Media properties is integrated to complete the picture of digital and non-digital consumption.
These provided robust insights into media behaviour across news, magazines, radio, online and social media, out-of-home, media engagement and attitudes, as well as products, purchase, & consumption.
Turning insights into strategy
More than just a report card, the 2025 SMAS+ serves as a critical planning tool, revealing that siloed campaigns often miss the compounding value of a truly integrated approach. By grounding our network in these validated insights, we empower advertisers to move beyond fragmentation and invest with confidence in a seamless cross-platform strategy.
Contact our team today to translate these findings into your 2026 media plan.
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