the power of radio advertising...source: gfk radio ratings, sydney, melbourne, brisbane, adelaide...

THE POWER OF RADIO

ADVERTISINGDecember 20I9

2

Radio is a strong brand building medium,

whilst also driving a great call-to-action.

It is a high reach medium that delivers long-lasting engagement

and tangible results for advertisers.

2

Source: GfK Radio Ratings, Sydney, Melbourne, Brisbane, Adelaide and Perth, S8 20I8 – S7 20I9, Total Radio Listeners, Cume %, Mon-Sun I2mn-I2mn, All People I0+

33

95% of

AUSTRALIANSlisten to radio

each week

Source: GfK Radio Ratings, Sydney, Melbourne, Brisbane, Adelaide and Perth S8 20I8 – S7 20I9, Total Radio, Cume (000) & TSL, Mon-Sun I2mn-I2mn, All People I0+

4

ALMOST I3.4 MILLION

AUSTRALIANSin the five metropolitan capital cities tune into

radio each week

Australianslisten to over

I6 hours of radioevery week

Sydn

ey

, Melbourne, Brisbane, Adelaide and Perth

5

COMMERCIAL RADIO AUDIENCES AT AN ALL-TIME HIGH

Commercial radio’s audience has grown by 807,000 listeners (nearly 8%) in the last 5 years

Source: GfK Radio Ratings, Sydney, Melbourne, Brisbane, Adelaide and Perth, Commercial + DAB+ stations, Cume (000), S1-8 2014 – 2018, and S1-7 2019, Mon-Sun I2mn-I2mn, All People I0+

I0.9 million

I0.7 million

I0.5 million

I0.3 million

I0.I million9.9 million

20I4 20I5 20I6 20I7 20I8 20I9

Commercial radio listeners in Sydney, Melbourne, Brisbane, Adelaide and Perth

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RADIO CONTINUES TO SHOW STRENGTH

ACROSS ALL KEY DEMOS

WEEKLY LISTENING BY DEMOGRAPHIC – Sydney, Melbourne, Brisbane, Adelaide and PerthPeople

I0+People I0-I7

People I8-24

People 25-39

People 40-54

People 55-64

People 65+

Men I0+Women

I0+Grocery Buyers

Homes w/ kids <17

Cume (000) 10,892 1,269 1,271 2,919 2,526 1,393 1,514 5,256 5,636 5,502 3,958

Cume % 77.4 86.9 77.8 77.7 79.8 78.2 66.6 75.8 79.1 77.3 83.I

TSL (hh:mm) I3:26 9:20 9:33 II:I9 I4:5I I6:23 I9:09 I4:0I I2:54 I4:20 II:I5

Source: GfK Radio Ratings, Sydney, Melbourne, Brisbane, Adelaide and Perth, Commercial + DAB+ stations, S8 2018 – S7 2019, Mon-Sun 12mn-12mn

I0.5 million

8.I million8.9 million

9.3 millionmetro listeners tune into

BREAKFAST RADIO metro listeners tune into

AFTERNOON RADIOmetro listeners

tune into MORNING RADIO

Mon-Fri 0530–0900 Mon-Fri 0900–I200 Mon-Fri I200–I600 Mon-Fri I600-I900

metro listeners tune into

DRIVE RADIO

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RADIO REACHES MORE THAN 8 MILLION LISTENERS

DURING ALL KEY DAY PARTSin Sydney, Melbourne, Brisbane, Adelaide and Perth

Source: GfK Radio Ratings, Sydney, Melbourne, Brisbane, Adelaide and Perth, Total Radio, Cume (000), S8 2018 – S7 2019, BMAD M-F, People 10+

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LIVE AUSTRALIAN RADIO CONTINUES TO

DOMINATE THE AUDIO LANDSCAPE IN AUSTRALIA

Source: GfK Australian Share of Audio® 20I9 – Share of listening (%), Average time spent listening (h:mm), Mon-Sun I2mn-I2mn, People 10+

LIVEAUSTRALIAN

RADIO

6I.3%

Owned music7.0%

Music streaming

servicesI5.0%

Online music videos4.4%

Podcasts7.3%

Other audioI.8%

TV music channels I.8%

Free4.7%

Paid

I0.3%

Audio booksI.5%

Australians spend an average of 3 hours 28 minutes listening to audio every day, with 2 hours 7 minutes spent listening to live Australian radio

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LIVE AUSTRALIAN COMMERCIAL RADIO IS THE

#I COMMERCIAL AUDIO PLATFORM ACROSS ALL DEMOS

Source: GfK Australian Share of Audio® 20I9 – Share of commercial listening (%), Mon-Sun I2mn-I2mn, People 10+ *Commercial Radio has been calculated by adjusting Live AU Radio to take into account the proportion of listening done to ABC stations

Live Australian commercial radio accounts for nearly three quarters of all listening on audio platforms that have advertising

COMMERCIALRADIO

74.2%

Free musicstreaming services 7.7%

Online music videos7.5%

Podcasts7.9%

TV music channels 2.7%

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Source: GfK Australian Share of Audio® 20I9 – Share of commercial listening (%), Mon-Sun I2mn-I2mn, People 10+ *Commercial Radio has been calculated by adjusting Live AU Radio to take into account the proportion of listening done to ABC stations

LIVE AUSTRALIAN COMMERCIAL RADIO HAS NEARLY I0x THE SHARE OF THE FREE MUSIC

STREAMING SERVICES COMBINED

Other

LIVEAUSTRALIAN

RADIO

6I.3%

COMMERCIALRADIO

74.2%

Free music streaming services

7.7%

43.9%

28.8%

9.5%I4.7%

3.2%

45.8%

I9.5%

8.2%I4.0%

3.8%

11

COMMERCIAL RADIO HAS THE HIGHEST SHARE

AND REACH AMONG I0-I7 YEAR OLDS

Share % Daily reach %

Source: GfK Australian Share of Audio® 20I9 – Share of commercial listening (%). Average time spent listening (h::mm), Daily Cume %, Mon-Sun I2mn-I2mn*Commercial Radio has been calculated by adjusting Live AU Radio to take into account the proportion of listening done to ABC stations

Commercial radio*


Online music videos

Podcasts TV music channels

Commercial radio*


Online music videos


47.0%

I6.0% I3.I%22.0%

I.0%

37.9%

I0.5%I2.5%I6.I%

2.2%

12

Commercial radio*

Online music videos



Commercial radio*

Online music videos

Podcasts Free music streaming services

TV music channels


AND REACH AMONG I8-24 YEAR OLDS



63.7%

8.6%I3.9% I0.8%

3.0%

47.8%

8.9%I5.0% II.7%

3.3%

13

Commercial radio*

Podcasts Online music videos


TV music channels

Commercial radio*



TV music channels


AND REACH AMONG 25-39 YEAR OLDS



79.3%

5.9%7.2%3.8% 3.8%

64.2%

6.7%9.4%5.3% 3.9%

Commercial radio*


Online music videos

TV music channels

Commercial radio*


Online music videos

TV music channels

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87.9%

2.5%4.I% 3.5% 2.I%

66.6%

2.9%7.I%

3.3%3.5%

15

Commercial radio*



TV music channels

Commercial radio*


Online music videos






94.8%

0.8%I.2%I.4%I.8%

62.9%

I.4%2.3%2.4% I.7%

16

Commercial radio*

TV music channels

Online music videos


Commercial radio*

Online music videos




AND REACH AMONG OVER 65 YEAR OLDS



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Source: Colmar Brunton 20I2, Connect with Radio

RADIO

DRIVES DIGITAL

BEHAVIOUR People are

6 times more likely to look for a

specific brand online if they've heard it

advertised on radio

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RADIO INCREASES ROI

Radio delivers an ROI of more than 20% when combined with TV or online

NOW

PLAYINGNOW

PLAYING

23% Online + Radio

2I% TV + Radio

Source: Colmar Brunton Media Spend ROI Study, 20I5

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RADIO IS STILL THE MOST PREFERRED IN-CAR AUDIO

Audio sources used in car in Australia – 20I9

Base: Australian I8+ and has driven/ridden in car in last month – 87%Source: The Infinite Dial Australia 20I9, Edison Research

85%

38%

26%2I%

I2%

AM/FM Radio CD Player Online Audio Streaming Services

Owned Digital Music Podcasts

20

4 out 5 people who intend to purchase the following products/services in the next 12 months listen to commercial radio

Source: GfK Radio Ratings, Sydney, Melbourne, Brisbane, Adelaide and Perth, Commercial + DAB+ stations, Cume %, S8 2018 – S7 2019, Mon-Sun 12mn-12mn, All People I0+

KEEP YOUR BRAND TOP-OF-MIND AMONGST CONSUMERS

– ADD RADIO TO YOUR MARKETING MIX

82% 82% 8I% 8I% 80% 80%

White goods Car Furniture Audio/Visual equipment

Tablet/computer

Finance/investment

product

21

RADIO REMAINS AN IMPORTANT WAY TO CONNECT

WITH AUDIENCES IN SUMMER

Source: GfK Radio Insights, Summer Listening, January 2019

Radio listening is strong over the summer months, providing advertisers with the opportunity to reach key audiences at a time when spending is high.

85%of radio listeners listen to radio as much or more in summer

2 in 3 radio listenersagree that during the summer

months they are more likely to listen to media than watch it

60% of listeners listen to

radio stations at their holiday destination

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NEW OPPORTUNITIES FOR ADVERTISERS

Radio has continually innovated to ensure it is active where audiences are most engaged

Social

Apps

PodcastsVoice

AM/FMRadio

Events/Activations

DAB+

Websites

Source:

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RADIO IS A

COST-EFFECTIVE

ADDITION TO ANY

MEDIA PLAN

Radio enables brands to build their share of voice, whilst also amplifying

the impact of other channels

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Visit radioalive.com.au

Contact Briony McLean, Research & Insights Strategist, Commercial Radio Australia at [email protected]

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the power of radio advertising...source: gfk radio ratings, sydney, melbourne, brisbane, adelaide...

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