March 2011
Contents
Radio Summary 2010 - Useful Facts
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•
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Revenue
Listening
Digital
Radio Engagement & Connection
•
•
2011 Brand Strategy and Campaign - Overview
Supporting Research:
 Neuro Insight Radio Engagement Study
 The Hoop Group Research
Radio in 2010
Summary – Revenue
Increase in metro commercial radio revenue
• Metropolitan advertising revenue up 7.8%* from Jan-Dec 2009.
• All five metro markets recorded significant increases in advertising
spend, with the biggest performers in Perth, Sydney & Brisbane*.
• Radio revenue comprised of 7.1%** of the total expenditure in main
media – exceeding outdoor, cinema and magazine spend.
* Source: Deloitte Jan to Dec 2010
** Source: CEASA Advertising Expenditure Report Jan to June 2010
Radio in 2010
Summary – Revenue
Increase in regional commercial radio revenue
• Regional advertising revenue up 4.7%* from Jan-Jun 2009.
* Source: Deloitte Jan to Dec 2010
** Source: CEASA Advertising Expenditure Report Jan to June 2009 & 2010
Radio in 2010
Summary - Listening
2010 was a strong year for commercial radio listening
• Metropolitan surveys recorded commercial radio listening at 9.19*
million people each week.
• This is an increase of 2.8%* or 250 000* listeners when compared
with 2009.
* Source: The Nielsen Company Radio Ratings Survey #1 to #8 2009 & 2010. Based on All People Aged 10+
Mon-Sun 5.30am to midnight
Radio in 2010
Summary - Digital
2010 was a positive year for digital radio listening
• Over 400,000* digital radios in the marketplace.
• 691,000** listeners to radio via a DAB+ device each week (5.6% of
the total metropolitan population).
• Time spent listening to digital radio double the TSL of listening via
the Internet.
• There are up to 20 new digital only stations in the metro markets.
• The second Digital Radio Industry Report was released by CRA
in March 2011. Visit digitalradioplus.com.au to download.
* In the market supply chain (chip maker, manufacturer, and retailer) supported by GfK sales data, and Frontier Silicon (80-90%
of DAB+ chip market) reports. ** Source: The Nielsen Company Radio Ratings Survey #8 2010 (Brisbane) and Survey #1 2011
(S,M,A,P). Based on All People Aged 10+ . Mon-Sun 5.30am to midnight
Radio Engagement & Connection
2011 Brand Strategy and Campaign - Overview
Radio Engagement & Connection
2011 Brand Strategy and Campaign - Overview
Objectives:
• Promote radio as an engaging, influential medium.
• Ensure radio is top of mind with advertisers and included
in media campaigns.
• Give creative agency staff a new way of approaching the
development of radio commercials.
• Increase radio share of advertising revenue.
Radio Engagement & Connection
2011 Brand Strategy and Campaign - Overview
People are 32% more
engaged with their favourite
radio station than they are
with other media content
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
2011 Brand Strategy and Campaign - Overview
Click for ‘Listen to’
Click for ‘Congrats’
Click for ‘Subliminal’
Click for ‘Heard’
Radio Engagement & Connection
Neuro Insight Radio Engagement Study
Radio Engagement & Connection
Neuro Insight Radio Engagement Study - Methodology
Commercial Radio Australia’s latest research project
investigates:
•
•
The neuro state of radio listeners
Consumer engagement with actual radio content
Neuro Insight has previously undertaken neuro studies for
major media groups such as:
•
•
•
•
EYE Corp
SBS
Channel 9
ACP
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Neuro Insight Radio Engagement Study - Definition
Engagement
•
Personal relevance
•
Involvement with content
•
Connection with content
Neurostate
The degree to which people engage with that
content.
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Neuro Insight Radio Engagement Study - Methodology
• Neuro data was captured via brain wave monitoring
equipment and compared to effectiveness norms
• 64 respondents were tested for 26 minutes each
• Respondents listened to various real radio program
formats, content and ad breaks
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Neuro Insight Radio Engagement Study – KISS Approach
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Neuro State – Different Levels
1.0
0.8
HIGH: 0.7
----------------------------------------------------------------------------------
0.6
0.4
0.2
0.0
NEURO GLOBAL AVERAGE = 0.5
LOW: 0.3
---------------------------------------------------------------------------------THE COMMON RANGE OF MOST BRAIN ACTIVITY
TIME
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Neuro State of Radio Listeners
Example #1A
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Neuro State of Radio Listeners
Example #1B
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Memory Detail versus Memory Global
Memory Left – Detail
The ‘Micro’
Rational
The Facts
Offers / Prices / Retail
‘Call 1300 *** ***’
‘Go to www.for....’
Executional elements eg.
Pause
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Memory Right – Global
The ‘Macro’
Emotional
The Big Picture
Branding campaigns
Mnemonics
Music/Jingles
‘Imagine you’re…’
Mood & connotation
Radio Engagement & Connection
Neuro State of Radio Listeners
Example #2A
Memory Left =
Memory Right =
Rational, Detailed Emotional, Big Picture
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Neuro State of Radio Listeners
Example #2B
Memory Left =
Memory Right =
Rational, Detailed Emotional, Big Picture
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
Radio Engagement & Connection
Overall 32% Higher than the Neuro Global Average
High
Ave
Low
The research shows the ‘Radio Average’ is
32% higher than the ‘Neuro Global Average’
* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010
The Hoop Group Research
Radio Engagement & Connection
The Hoop Group Study - Methodolgy
• Radio relevance study
• 1500 people were interviewed
• 5 mainland capital cities + 3 regional hubs.
• The research will be released in 2 phases in 2011
* Source: Hoop Group / CRA Radio Relevance Study Oct 2010. n = 1 500
Radio Engagement & Connection
The Hoop Group Study - Active Listening
82% of Australians respond to what they hear on commercial radio
%
* Source: Hoop Group / CRA Radio Relevance Study Oct 2010. n = 1 500
Support Materials for Stations
• Join the website – updates, materials, enewsletters
• Presentation
• Brochure
For further information regarding the CRA
Brand Strategy, Campaign and Supporting
Research contact:
Natalie Muir – Strategic Insights Executive
(02) 9281 6577
natalie.muir@commercialradio.com.au