2016 AUSTRALIAN SHARE OF AUDIO

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Presentation transcript:

2016 AUSTRALIAN SHARE OF AUDIO Tony Kendall – Chair, CRA Marketing & Brand Committee

OVERVIEW Why? What? Results Rollout

DIGITAL DISRUPTION Newspapers Magazines Free To Air TV

WHY? KIIS Spotify Nova Pandora HIT Apple Music Triple M Gold Smooth

WHAT? The Australian Share of Audio Study

METHODOLOGY Over 1,000 respondents Completed 7 day audio diary, by qtr hr Nationally representative sample 5 metro capital cities Paper and online diaries

Total daily audio listening : 3 hours 23 minutes AUDIO PLATFORMS Live Australian Radio (all platforms) Non Australian Radio (all platforms) Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channels Podcasts Owned Music Other Music Total daily audio listening : 3 hours 23 minutes

LIVE AUSTRALIAN RADIO ACCOUNTS FOR NEARLY TWO THIRDS OF ALL AUDIO LISTENING % Share of Weekly Listening

1.7% 5.8% 1.7% SHARE OF AUDIO BY STREAMING SERVICE... Source: GfK Share of Audio 2016, P10+

AVERAGE DAILY TIME SPENT LISTENING Average Daily Time Spent Listening (calculated based on total population)

AVERAGE DAILY TIME SPENT LISTENING AUSTRALIAN RADIO VS. STREAMING Average Daily Time Spent Listening (calculated based on total population)

69.7% LIVE AUSTRALIAN RADIO HAS 5x DAILY REACH OF STREAMING SERVICES COMBINED 69.7% 1.7% 12.4% 6.0% 3.8% 22.0% Live Australian Radio (all platforms) Non Australian Radio (all platforms) Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channels Podcasts Owned Music Other Music % of Daily Reach

AUSTRALIAN RADIO IS THE AUDIO MOST CONSUMED BY YOUNGER AUDIENCES Average Daily Time Spent Listening (calculated based on total population)

WHY? Talent Engagement Local News Traffic Local Sport Discovery

Australian radio is the dominant audio platform Australians spend nearly twice as long listening to Australian radio than all other audio platforms combined 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 10-39 year olds each day Australian radio accounts for nearly two thirds of all audio listening

RADIO ADS ‘Spot’s Share’ ‘Why’

ROLLOUT Ads Training Follow Up