1. NEWSTALK ZB
AUDIENCE SEGMENTS

2. Large portion of empty nesters
NEWSTALK ZB AT A GLANCE
There are 505,200* people who listen to Newstalk ZB. What do we know about this audience at a glance?
Majority (73%) are 45+ years old, and the average age is 59 (compared to the NZ population average of 44)
Average household income: $106,800
Those in paid employment have an average personal income of $72,900 – 22% higher than overall NZ population
Large portion of empty nesters
79% are home owners – 46% are mortgage-free
Predominantly male
78% are of NZ/European ethnicities – 10% higher than overall NZ population
75% were born in NZ
The majority of Radio Newstalk ZB listeners are empty nesters or adults with older children. They are also high profile businessmen and businesswomen.
In their spare time, they enjoy family meals, going for walks, gambling, eating out and gardening.
SOURCE: Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Target: Listened to Newstalk ZB L7D
*GfK Radio Ratings 2018, Commercial Radio Stations, Total NZ 2/2018, All People 10+, Mon-Sun 12mn-12mn, Cumulative Audience

3. NEWSTALK ZB AT A GLANCE
What does the age range look like for the 505,200 people who listen to Newstalk ZB?
YOUNG GUNS
Newstalk ZB listenership increases with age. There is a peak in 75+ year old listeners, with 20% of the station’s audience falling in this age group. 187,900 (37% of) the Newstalk ZB audience are retired.
SOURCE: GfK Radio Ratings 2018, Commercial Radio Stations, Total NZ 2/2018, All People 10+, Mon-Sun 12mn-12mn, Cumulative Audience

4. NEWSTALK ZB AUDIENCE: LIFESTAGE INDEPENDENTS (10%) YOUNG FAMILIES
(18%)
58% male
Average HHI: $130,300
67% male
Average HHI: $124,800
77% are home owners
27% are business decision makers and 14% are business owners
75% are in paid employment and 55% work full time
43% intend to make home renovations in the next 12 months
8 out of 10 are in paid employment, most of whom work full-time
In the next 12 months, a third expect to change jobs and over half expect to travel overseas
They have busy social lives and their friends look to them for advice on major purchase decisions
EMPTY NESTERS
(47%)
53% female
Average HHI: $74,700
OLDER FAMILIES
(23%)
59% male
Average HHI: $149,200
They are retired (44%) or are planning their retirement
Most have savings/investments and 3 out of 5 are home owners without mortgage
With no kids at home, they have more time and disposable income than ever
Half intend to travel overseas in the next 12 months
74% are home owners (30% are mortgage free)
1 out of 5 are business owners
Almost half intend to make home renovations, and they intend to spend an average of $12K on them
They have children who are older, so have more time to spend on leisure activities
SOURCE: Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Base: Listened to Newstalk ZB L7D

5. NEWSTALK ZB AUDIENCE: THEIR HOME, FAMILY AND WORK LIVES LIFESTYLE HOME
With 47% being empty nesters, and 30% retired, Newstalk ZB listeners have more time and disposable income than ever. 56% are in the process of planning a holiday, as they intend to travel overseas in the 12 months. 77% are currently concerned for themselves about some sort of health issue.
HOME
Newstalk ZB listeners are more likely than the overall NZ population to be home owners, and 65% more likely to be mortgage-free. They keep up to date on ways to improve their home. 42% have done home renovations in the last 12 months. Over half say their garden as important as any other room in the house.
WORK
60% of the Newstalk ZB audience are in paid employment, and 43% work full-time. Of those in paid employment, over half say their work is more important to them than just a job, and 2 out of 5 are in the top three occupations.
SOURCE: Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Base: Listened to Newstalk ZB L7D

6. NEWSTALK ZB AUDIENCE: RADIO CONSUMPTION OTHER STATIONS THEY LOVE:
Coast – 18%
Radio Sport – 13%
ZM – 11%
The Hits – 11%
Radio Hauraki – 10%
On weekdays, radio usage peaks between 6am-9am. 359,300* people tune in to Newstalk ZB at this time – probably while driving to work. Radio usage peaks again between 4pm-6pm on weekdays, with 198,500* listening to Newstalk ZB at this time.
On weekends, radio usage is highest late morning. 161,300* engage with Newstalk ZB between 9am-midday.
SOURCE: Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Target: Listened to Newstalk ZB L7D
*GfK Radio Ratings 2018, Commercial Radio Stations, Total NZ 2/2018, All People 10+, Mon-Sun 12mn-12mn, Cumulative Audience

8. TOTAL NZME PRINT REACH:
NEWSTALK ZB AUDIENCE:
ONLINE & PRINT CONSUMPTION
NZME REACHES 84% OF THE NEWSTALK ZB AUDIENCE THROUGH PRINT AND DIGITAL CHANNELS TOO
41% of the Newstalk ZB audience, also engage with newstalkzb.co.nz.
nzherald.co.nz reaches 52% of the station’s audience. Top channels they engage with are National (36%), Business (22%) and Life & Style (21%)
TOTAL NZME ONLINE:
74%
NZME PRINT BRANDS
% OF RADIO SPORT AUDIENCE
The NZ Herald
33%
Herald on Sunday
16%
Canvas
15%
The Business
The Weekend
Travel
14%
TOTAL NZME PRINT REACH:
45%
SOURCE: Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Base: Listened to Newstalk ZB L7D