1605r mcnair fact sheet for reports wave #2 2016 - cbaa ingenuity... · listening to community...

*Speak Languages Other Than English At HomeMcNair Ingenuity Research Pty Ltd ACN. 096 437 991

Level 4, 270 Pacific Highway, Crows Nest, NSW, 2065Phone: +61 2 9966 9133 www.mcnair.com.au

Prepared for:

July 2016

NT

FACT SHEET

Community Radio National Listener Survey

2016 Wave #1

Listened to community radio in an average week

How to Read*:

In an average week, of all people aged 15+ throughout NT (191,000 people):

people, or 41%, listen to community radio

people, or 14%, listen to community radio but not commercial radio

people, or 13%, listen to community radio but not ABC/SBS radio

Listening to community radio has increased by 8.3% compared to the last survey wave

2016 Wave #1

In An Average Week

%

2015 Wave #2

In An Average Week

2016 Wave #113.6

0

-13.3

+9.1

OVERALL RADIO LISTENINGNT

+11.6

+1.9

+8.3

85

39

51 106

Wave to Wave

% Change

%

57

16

12

+0.9

95

106

30

22

'000

159

72

56

14

13

85

41

'000

162

78

100191100187

56

12 4

107

26

24

-2.8

Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job No.: 1605R

2015 Wave #2: March-June 2014 & March-Nov 2015 / 2016 Wave #1: March-June 2015 & May 2016

Representative sample of people 15+ throughout NT - Base: NT n=551 - Weekly Listeners n=210

2015 Wave #213.9Average no. of hours

78,000

26,000

24,000

8,000

-33.386

people, or 4%, listen to community radio exclusively, that is, listen to community radio but not commercial radio or ABC/SBS radio

Listeners to community radio

Listeners to radio

NT all people aged 15+

do not listen to commercial radio or ABC/SBS radio

do not listen to ABC/SBS radio

do not listen to commercial radio

Listeners to community radio who:

Listeners to ABC and/or SBS radio

Listeners to commercial radio

* A detailed how to read guide can be found by clicking here

https://www.cbaa.org.au/sites/default/files/media/How%20To%20Read%20NLS%20Area%20Factsheets.pdf

Average week community radio listeners

Up to 5 hours

5 to 10 hours

11 to 20 hours

Over 20 hours

%

24

31

18

9

Hours Spend Listening to Community Radio in a Week

13.6

11

‘000

23

19

%

78 100

39

‘000



Average no. of hours listened to community radio in an average week

COMMUNITY RADIO LISTENING BY DAY PART & HOURS SPENT LISTENING

The estimated 78,000 people aged 15+ who listened to community radio in the last seven days, listen during the following day parts:

Late Night (12 midnight - 5am)

Evening (7pm-12 midnight)

Drive Time (3pm-7pm)

Afternoon (12 noon - 3pm)

Mid-morning (9am-12 noon)

Breakfast (5am-9am)

65

1814

5442

4535

5744

6047

10078Base: Average week community radio listeners

100

28



'000

6046

NTREASONS FOR RADIO LISTENING TO COMMUNITY RADIO

The estimated 78,000 people aged 15+ who listened to community radio in the last seven days, listen for the following reasons:

Listeners 15+ to Community Radio In An

Average Week

%

2721

1915

2620

3124

3628

2418

54

1511

2318

3124

Local voices / local personalities

Specialist music

Local information / local news

Listeners to community radio

21

78

Other

Programs in languages other than English

Specialist information programs

Programs not available elsewhere / I hear something that I don't hear anywhere else

Locals can participate / I feel like I can get involved with the station if I was interested

Diversity in programming

The announcers sound like ordinary people / the announcers sound like 'one of us'

They give an independent voice / not owned by big business or government

They play Australian music / support local artists

Profile Base

Gender

Men

Women

Age Groups

15-24

25-39

40-54

55+

Marital Status

Single/never married

Married/partner, no children

Married/partner/single, child(ren) at home

Married/partner/single, child(ren) left home

Widowed/divorced/separated

Number of People in Household

1 or 2

3 or 4

5 or more

Main Grocery Buyer

Yes

No

*The index shows the reach of community radio in each demographic group relative to the population. More detailed information in the method.

Compared to the PopulationIndex*

54 70 129 103

23 30 62 32 94


36

100

104

96

84

NTPROFILE OF WEEKLY LISTENERS AND OF THE POPULATION

42 55 102 53

35 45 89 47

13 16

21

19

29 37

Community Radio Reach

22 29 55 29 100

NT’s Population (15+)Community Radio (15+)

Total Weekly Listeners

100191

10019110078

4178

%‘000%‘000

65 34

23

109

112

81

100

7 9 18 10 90

7 10 23 12 83

33 43 75 39 110


14 18 37 20

81

118

90

40 52 84 44

10 20

68

23 30 70 37

8 10

29 50 26

13 17 40

Profile Base

Work Status

Full-time

Part-time

Home duties

Retired / pensioner

Unemployed

Student

Occupation

Professional, business manager or executive

Business owner, self-employed, sales or clerical

Technical, skilled, semi-skilled or manual

Not working

Highest Level of Education

Primary, Secondary or High School

Some tertiary/TAFE

University (Bachelor or higher degree)

Gross Annual Income

Under $20,000

$20,000 - $40,000

$40,000 - $60,000

$60,000 - $100,000

Over $100,000

Value of Community Radio

Very valuable

Quite valuable

Not very valuable

Not at all valuable



30 39 92 48 81

4 6 17 9 67

2 2 9 5 40


41 53 73 38 139

100Index*

Compared to the Population

16 20 39 21 95

13 17 30 16 106

25 33 56 30 110

12 16 36 19 84

11 14 29 15 93

28 36 66 34 106

23 29 63 33 88

27 35 62 33 106

15 23

23 30 61 32 94

12 16 34 18 89

22 28 47 25 112

NT’s Population (15+)Community Radio (15+)

21 27 49 25 108


%

100

‘000

191

%

100

‘000

78

1 1 3 1 100

11 12 125

5 7 13 7 100

6 7 22 12 58

PROFILE OF WEEKLY LISTENERS AND OF THE POPULATIONNT

46 60 103 54 111

8 11 27 14 79

Profile Base

Aboriginal or Torres Strait Islander Origin

Yes

No

Identify as lesbian, gay or bisexual

Yes

No

Refused

Have Disabilities

Physical disability

Hearing impairment

Sight impairment

Speech impairment

None of the above

Refused

Reading Difficulty

Yes

No

Religious Faith

Christianity

Faith in other religion

No religious beliefs

Refused

Lang. Other Than English Spoken in Household

Yes

No




PROFILE OF WEEKLY LISTENERS AND OF THE POPULATIONNT

8 11 18 9

Index*Compared to the Population

100

Community Radio (15+)NT’s Population (15+)


‘000 % ‘000 %

78 100 191 100

65 84 156 82 102

12 16 35 18 89

100

40 51 94 49 104

3 3 14 7 43

77 99 187 98 101

28 36 64 33 109

8 10 20 10

0 1 4 2 50

61 79 153 80 99

2 2 7 4 50

7 9 14 7 129

0 0 1 1 0

3 4 11 6 67

6 8 11 6 133

71 92 175 91 101

100

6 8 16 9 89

122

66 85 164 86 99

4 5 9 5

Profile Base

Gender

Men

Women

Age Groups

15-24

25-39

40-54

55+

Marital Status

Single/never married

Married/partner, no children

Married/partner/single, child(ren) at home

Married/partner/single, child(ren) left home

Widowed/divorced/separated

Number of People in Household

1 or 2

3 or 4

5 or more

Main Grocery Buyer

Yes

No


Representative sample of people 15+ throughout NT - Base: NT n=551 - Occasional Listeners n=408

9


100

40 33 55 29 114

80 65 129 68 96

7 18 10 70

43 35 62 32 109

25 20 37 20 100

35 28 70 37 76

62 51 84 44 116

12 83

49 40 75 39 103

12 10 20 10 100


Total Occasional Listeners

‘000 % ‘000 %

89 47 91

122 64 191


12 10 23

30 25 50 26 96

PROFILE OF OCCASIONAL LISTENERS AND OF THE POPULATIONNT

8121401720

100191100122

Community Radio Reach 100

Index*

29 23 36 19 121

43 35 65 34 103

70 57 102 53 108

53 43

Profile Base

Work Status

Full-time

Part-time

Home duties

Retired / pensioner

Unemployed

Student

Occupation

Professional, business manager or executive

Business owner, self-employed, sales or clerical

Technical, skilled, semi-skilled or manual

Not working

Highest Level of Education

Primary, Secondary or High School

Some tertiary/TAFE

University (Bachelor or higher degree)

Gross Annual Income

Under $20,000

$20,000 - $40,000

$40,000 - $60,000

$60,000 - $100,000

Over $100,000

Value of Community Radio

Very valuable

Quite valuable

Not very valuable

Not at all valuable



2 2 9 5 40

56 46 73 38 121

57 47 92 48 98

7 6 17 9 67

40 33 56 30 110

21 17 39 21 81

17 14 29 15 93

19 15 30 16 94

25 21 36 19 111

38 31 62 33 94

39 32 66 34 94

45 37 63 33 112

31 25 47 25 100

37 31 61 32 97

30 25 49 25 100

24 19 34 18 106

20 16 23 12 133

9 7 22 12 58

2 1 3 1 100

103 54 102

18 14 27 14 100

7 6 13 7 86



‘000 % ‘000 %Index*


122 100 191 100 100

67 55



Profile Base

Aboriginal or Torres Strait Islander Origin

Yes

No

Identify as lesbian, gay or bisexual

Yes

No

Refused

Have Disabilities

Physical disability

Hearing impairment

Sight impairment

Speech impairment

None of the above

Refused

Reading Difficulty

Yes

No

Religious Faith

Christianity

Faith in other religion

No religious beliefs

Refused

Lang. Other Than English Spoken in Household

Yes

No



57 47 94 49 96

12 10 14 7 143

42 34 64 33 103

11 9 20

98

97 79 156 82 96

25 21 35 18 117

102

0 0 4 2 0

90

122 100 187

10

101 83 153 80 104

3 3 7 4 75

8 7 14 7 100

0 0 1 1 0

5 4 11 6 67

7 6 11 6 100

6 5 9 5 100

14 11 18 9 122

103 84 164 86 98

12 9 16 9 100

111 91 175 91 100


122 100 191 100 100



‘000 % ‘000 %Index*



How:

When:

Who:

For whom:

Weightings:

More information:

Icons made by Freepik from Flaticon or Google Design and licensed by Creative Commons BY 3.0

Onlineinterviews:

The index shows the reach of community radio in each demographic group relative to the population. If the index is 100, the audience for that demographic is exactly in-line with the population. If the index is over 100, that demographic group is relatively over-represented amongst listeners to community radio, as compared with the overall population. If the index is below 100, that demographic group is relatively under-represented amongst listeners to community radio, as compared with the overall population.

RELIABILITY OF RESULTSThe survey was carefully conducted using the highest possible standards at every stage of the process. The method and results are well benchmarked and validated over time.

While the overall survey was conducted amongst 551 people (+/- 4% margin of error), the weekly profile of community station listeners is based one people who have listened in the last week. This is a much smaller group than the overall survey and hence the margin of error increases for these questions - 210 people (+/- 7% margin of error)

While results are reported as a single figure, it is better to think of them as the mid-point in a possible range. This means that if we were to repeat this survey 100 times, the results calculated from the total base would be within a range of +/- 4% in 95 of the 100 surveys.

All sample surveys and polls may be subject to multiple sources of variation in sampling and coverage. Furthermore results of radio surveys are also vulnerable to fluctuations such as changes in the weather from month-to-month, which can change people's listening habits.

When reporting survey estimates, percentages are rounded to the nearest whole percent. Sometimes when combining or splitting groups the percentages may appear to add to a different total, due to the rounding factor. All percentages are calculated using the underlying number of respondents as a proportion of the relevant population. It is therefore incorrect to add percentage figures when combining groups. The number of respondents from each group should be added and the percentage recalculated on the total population for the combined group.


INDEX*

METHOD

ABOUT THE SURVEYThe National Listener Survey is a survey on the community radio listening habits of Australians.

It provides invaluable feedback to community radio stations and the sector about trends, listeners and the sector itself.

This research is conducted by means of an mixed-mode survey comprising both online and telephone interviewing. A single respondent database across both methods ensures and integrated balance of respondents across Australia.

The telephone interviews were achieved by computer assisted telephone interviewing conducted by McNair Ingenuity Research in Crows Nest NSW. The telephone sample of people were selected at random from a commercial marketing database. All interviewing was conducted by trained and accredited interviewers under constant supervision. At least 5% of interviews were validated by means of live monitoring.

The online surveys were conducted with assistance from YellowSquares, using online consumer research panels. YellowSquares is an ISO20252 accredited company. All interviewing was conducted in March-June 2015 & May 2016 inclusive.

This survey is a national survey of people aged 15+. Quotas are set by age, gender and location to ensure a representative sample.

This research is commissioned and paid for by the Community Broadcasting Association of Australia

The results of this survey are weighted to the population estimates of the Australian Bureau of Statistics (ABS) - Estimated Resident Population (ERP) - 30 June 2014, so as to bring the sample exactly into line with NT's population distribution by these characteristics.For more information contact the Community Broadcasting Association of Australia - Email: [email protected] - Phone: 02 9310 2999

This report contains the results of a survey with a rolling 2 Wave representative sample of 551 people aged 15 and over throughout NT.

Total sample across Australia (2 waves): 14,294 (1,043 Telephone / 13,251 Online)

This research was carried out in compliance with international standard for market and social research, ISO20252.

Telephone interviews:

1605r mcnair fact sheet for reports wave #2 2016 - cbaa ingenuity... · listening to community...

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