March 2011
Contents Radio Summary 2010 - Useful Facts • • •
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
[email protected]
