1 GFK AUSTRALIAN SHARE OF AUDIO 2016 TM

2 Project methodology Survey Tool Recruitment ObjectivesIncentives  Identify what Australians are listening to in its entirety  AM/FM/DAB+, App listening, Pandora, Spotify, Apple Music, Online music, TV music channels, owned music and other  N= 1,000 aged 10+ recruited from previous radio ratings respondents, including both listeners and nil listeners  80% via CATI / 20% online  Nationally representative across SMBAP  Customised radio diary completed for 7 days, by quarter hour  Place of listening also included  $10 per returned and completed diary Representative sample, using multimode recruitment

3 The GfK Audio Diary

4 Recruitment and Sample Composition – Age/Gender Age RangePopulationRecruitmentSample %11.9%10.9% %9.7%6.3% %25.0%20.2% %23.0%21.8% %13.7%17.3% %16.7%23.5% GenderPopulationRecruitmentSample Male 49.4%47.1% Female 50.6%52.9% Source: GfK Share of Audio 2016

5 PopulationRecruitmentSample Sydney32.1%31.0%31.8% Melbourne31.9%31.7%30.8% Brisbane14.6%15.4%14.9% Adelaide8.4%9.2%10.2% Perth13.0%12.7%12.4% Listener91.2%96.0%* Nil Listener8.8%4.0% Recruitment and Sample Composition * Listener to any audio Source: GfK Share of Audio 2016

6 The audio types captured in the diary Source: GfK Share of Audio 2016, P10+ Live Australian Radio all platforms Non Australian Radio all platforms Streaming (Pandora Spotify Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio

7 How has Other Audio been defined? The majority of Other Audio has been clarified with the respondent Source: GfK Share of Audio 2016, P10+ Included: Audio Books Music playing at various locations (gym, shopping centres, place of work) DJ, pub music and parties Live concerts Removed: Television / movie / video viewing Gaming PA announcements Church

8 Share of listening

9 Share of Audio – Share of time spent listening Source: GfK Share of Audio 2016, P % 0.9% 9.2% 3.7%2.1% 3.5% 13.0%2.6% Live Australian Radio accounts for nearly two thirds of audio listening Live Australian Radio All platforms Non Australian Radio All Platforms Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio

10 Share of listening by streaming service… Source: GfK Share of Audio 2016, P % 5.8% 1.7%

11 Younger audiences continue to spend the larger share of their listening time tuning into to Live Australian Radio Live Australian Radio Streaming Spotify Apple Music Pandora years Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years years Source: GfK Share of Audio 2016

12 Who is listening to what? Source: GfK Share of Audio % of 10-17’s listening is to Live Australian Radio

13 Who is listening to what? Source: GfK Share of Audio % of 40-54’s listening is to Live Australian Radio

14 When are people listening? Source: GfK Share of Audio 2016, P % of breakfast listening is to Live Australian Radio

15 Daily time spent listening

16 Average daily time spent amongst People 10+ Source: GfK Share of Audio 2016, P10+, Hrs:Mins Live Australian Radio All platforms Non Australian Radio All Platforms Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio 2:12 0:02 0:19 0:080:04 0:07 0:260:05 Australians listen to Live Australian Radio seven times longer than the three streaming services combined.

17 People spend more time each day listening to Live Australian radio Source: GfK Share of Audio 2016, P10+ 2hrs 12mins 12 mins 4 mins 3 mins

18 Live Australian Radio dominates younger audiences Number one platform consumed by 10-39s each day Live Australian Radio Streaming Spotify Apple Music Pandora years Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years years 56 mins 58 mins 1hr 36mins 18 mins 7 mins 5 mins 19 mins 8 mins 3 mins 23 mins 5 mins 6 mins 1hr 30mins 1hr 30mins 0 Source: GfK Share of Audio 2016

19 Live Australian Radio dominates older audiences Live Australian Radio Streaming Spotify Apple Music Pandora years Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years 65+ years 2hrs 26 mins 3hrs 6mins 3hr 56mins 6 mins 3 mins 2 mins 1 mins 3 mins 0 mins 1 mins 4hrs 30mins 3hrs 30mins 2hrs 30mins 1hr 30mins 0 Source: GfK Share of Audio 2016

20 Audio reach

21 Share of Audio – % people who listen daily (daily reach) Source: GfK Share of Audio 2016, P % 1.7%12.4% 6.0%3.8% 6.0% 22.0%3.8% Live Australian Radio has 5 times the daily reach of the combined streaming services Live Australian Radio All platforms Non Australian Radio All Platforms Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio

22 Source: GfK Share of Audio 2016, P % 7.7% 2.7% % people who listen daily, by streaming service Live Australian Radio has 9 times the daily reach of Spotify, almost 25 times the reach of Pandora

23 Live Australian Radio has the highest daily reach with younger audiences than any other audio Live Australian Radio Streaming Spotify Apple Music Pandora years Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years years Source: GfK Share of Audio 2016 Live AU has 3 times the reach than Spotify for & over 14 times the reach as Pandora

24 Live Australian Radio dominates reach tool for older audiences than any other audio Live Australian Radio Streaming Spotify Apple Music Pandora years Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years 65+ years Source: GfK Share of Audio 2016

25 Sharing audiences

26 Sharing audiences – AU Radio and Spotify Source: GfK Share of Audio 2016, P10+ % of people 10+ who listen daily 84.6% of Spotify listeners also listen to AU Radio on a weekly basis

27 Sharing audiences – AU Radio and Pandora Source: GfK Share of Audio 2016, P10+ % of people 10+ who listen daily 86.1% of Pandora listeners also listen to AU Radio on a weekly basis

28 Sharing audiences – AU Radio and Apple Music Source: GfK Share of Audio 2016, P10+ % of people 10+ who listen daily 81.3% of Apple Music listeners also listen to AU Radio on a weekly basis

29 Over 80% of Spotify, Pandora and Apple Music’s audiences can be reached by Australian radio. Australian radio is the no. 1 audio platform consumed by year olds each day Australian radio is the dominant audio platform Australians spend nearly twice as long listening to Australian radio than all other audio platforms combined Australian radio accounts for nearly two thirds of all audio listening

30 Need more information? Please visit Go to the Why Radio? tab and select Radio Dominates Audio (2016) for Radio ads GfK Share of Audio video Conference presentation And more… Or contact Commercial Radio Australia on

31 QUESTIONS