HOBART HOBART’S HIT 100.9 • HOBART’S 107.3 TRIPLE M • 107.7 7HOFM

Station Name Hobart’s Hit 100.9 Hobart’s 107.3 Triple M 107.7 7HOFM Call Sign 7TTT 7XXX 7HHO Frequency 100.9 MHz 107.3 MHz 101.7 MHz Network Southern Cross Austereo Southern Cross Austereo Grant Broadcasters Address PO Box 1800, Hobart, PO Box 1800, Hobart, PO Box 320, North Hobart, TAS 7001 TAS 7001 TAS 7002 Phone 03 6224 1009 03 6224 1009 03 6216 1000 Fax 03 6234 3030 03 6234 3030 03 6234 5366 Email [email protected] [email protected] [email protected] Web Address hit.com.au/hobart triplem.com.au/hobart 7hofm.com.au Description of Content/Format Contemporary Hit Radio Gold - Adult Contemporary Adult Contemporary/Gold Demographic Profile of Station Audience 18-40 40-54 40-54

Commercial Radio Australia 13 HOBART

Hobart is the capital of Australia’s island state, Tasmania. Hobart is located in Tasmania’s southeast and is Australia’s second oldest city, founded in 1804. The city straddles the picturesque Derwent River.

Tasmania is one of Australia’s most popular tourist destinations; the historic buildings of Hobart and nearby Port Arthur, as well as the Wrest Point Casino, are popular attractions.

In comparison to the 2011 census, the population of Hobart has increased by 3.69% to 253,518. Over 52% of the population is aged over 40 years. The birthplace for 83% of the population was Oceania including Australian, New Zealander, Indigenous and Islander persons.

53,899 people (or 21% of the population) of Hobart are attending an educational institution; of these, 42% were in infants or primary, 28% were attending a secondary educational institution, 21% attending university or another tertiary institution and 9% attending TAFE. Of the 101,520 people who already have a tertiary qualification, 42% have a degree and 58% have a certificate, diploma or another tertiary qualification.

A high level of home ownership is reflected in the stability of the region. Of the total dwellings (97,898) in Hobart, 35% are owned outright and 36% are mortgaged. Private rental properties represented 22% of total dwellings.

23% of the total households in Hobart have a household income range between $21,000 – $41,999pa, 25% between $42,000 – $77,999pa, 12% between $78,000 – $103,999pa, and 24% over $104,000pa.

All major banks, car dealers, insurance/finance companies, fast-food restaurants and an extensive selection of national retail, chain and independent stores are located in Hobart.

AGRICULTURE The farmland around Hobart grows apples and a variety of other fruit. Tasmania is known as the ‘apple isle’. There are over 995 thousand fruit trees in the Hobart license area and nearly 12 million kilograms of apples were produced. The farms in the area support over 11 thousand beef cattle and 316 thousand sheep and lambs.

EMPLOYMENT The majority (53%) of the labour force of 119,985 is employed full time. The main industries of employment are: • Wholesale Trade/Retail Trade/Accommodation and Food Services; • Manufacturing/Electricity Gas Water and Waste Services/Construction; and • Public Administration and Safety.

14 Commercial Radio Market Profiles HOBART

AGE COHORTS OCCUPATION Market Employment classification Total Occupations Age Male Female Total population Managers/Professionals 37,532 33.47% 10+ years 107,951 115,136 223,087 88% Technicians & trade workers/ 29,367 26.19% 0-9 years 15,530 14,901 30,431 12% Community & personal service workers 10-17 years 12,192 11,397 23,589 9.3% Clerical & administrative workers 16,155 14.41% 18-24 years 10,465 10,329 20,794 8.2% Sales workers 10,688 9.53% 25-39 years 22,577 23,833 46,410 18.31% Machinery operators & drivers/Labourers 16,557 14.77% 40-54 years 24,467 26,447 50,914 20.08% Not stated 1,837 1.64% 55-64 years 17,079 18,491 35,570 14.03% Total 112,136 100% 65-74 years 13,116 13,893 27,009 10.65% 75+ years 8,055 10,746 18,801 7.42% INDUSTRY Total 2011 population 119,684 124,810 244,494 Industry Total Workforce Total 2016 population 123,481 130,037 253,518 100% Agriculture, forestry & fishing 3,599 3.25% % change 2011-2016 3.69% Mining 196 0.18% Manufacturing/Electricity, gas, water & 16,701 15.07% LABOUR FORCE waste services/Construction Wholesale trade/Retail trade/ 22,366 20.19% Employment classification Total Labour force Accommodation & food services Full-time employed 63,500 52.92% Transport, postal & warehousing/ 5,822 5.25% Part-time employed 42,496 35.42% Information, media & communications Not stated employed 6,315 5.26% Financial & insurance services/ 7,064 6.38% Rental hiring & real estate services/ Unemployed 7,674 6.4% Administration & support services Total labour force 119,985 100% Professional scientific & technical services 6,344 5.73% Public administration & safety 11,464 10.35% HOUSEHOLD INCOME Education & training/Health care & 27,148 24.5% Occupied social assistance Income range (pa) Total dwellings Arts & recreation services 2,501 2.26% $0 – $7,749 1,190 1.22% Other services 4,047 3.65% $7,750 – $20,999 5,681 5.83% Not stated 3,550 3.2% $21,000 – $41,999 22,108 22.69% Total 110,802 100% $42,000 – $77,999 24,625 25.28% $78,000 – $103,999 11,508 11.81% ANNUAL HOUSEHOLD EXPENDITURE $104,000 – $129,999 9,268 9.51% Product or service $000’s (pa) $130,000 – $155,999 5,119 5.25% Food & non-alcoholic beverages 1,129,488 $160,000 – $181,999 3,026 3.11% Alcoholic beverages 166,637 $182,000 – $207,999 2,288 2.35% Clothing & footwear 219,830 $208,000+ 3,383 3.47% Household furnishings & equipment 287,391 Not stated 9,223 9.47% Furniture & floor covering 87,829 Total households 97,419 100% Household appliances 88,879 Household services & operation 195,630 FAMILY STRUCTURE Medical care & health expenses 377,510 Type of family Total Total families Motor vehicle purchase 275,009 Couple families – Children 26,464 39.22% Motor vehicle running costs 656,759 Couple families – No children 28,012 41.51% Recreation 798,541 Single parents 12,235 18.13% Recreational & educational equipment 242,440 Other families 769 1.14% Holidays 318,031 Total families 67,480 100% Personal care 117,185

Commercial Radio Australia 15 HOBART

TYPE OF EDUCATIONAL INSTITUTION AGRICULTURAL COMMODITY BEING ATTENDED Agriculture commodity Value Market School Male Female Total Area of holding – Total area (ha) 224,277 population Cereal crops – Wheat for grain – Production (t) 3,892 Infants/primary 11,519 10,880 22,399 8.84% Cereal crops – Rice for grain – Production (t) 0 Secondary 7,728 7,326 15,054 5.94% Cereal crops – Barley for grain – Production (t) 625 TAFE 2,346 2,601 4,947 1.95% Cereal crops – Sorghum for grain – Production (t) 0 University 4,908 6,591 11,499 4.54% Cereal crops – Total for grain – Production (t) 4,939 Total 26,501 27,398 53,899 21.26% Vegetables for human consumption – Tomatoes – 4 Total production (t) DWELLING TENURE TYPE Vegetables for human consumption – Total area (ha) 748 Tenure type Total Total dwellings Fruit & nuts – Avocados – Production (kg) 18 Fully owned 33,842 34.57% Fruit & nuts – Apples – Production (kg) 11,768,162 Mortgaged 34,863 35.61% Fruit & nuts – Nectarines – Production (kg) 10,184 Private rental 21,348 21.81% Fruit & nuts – Peaches – Production (kg) 50,206 Housing authority/Not stated 7,188 7.34% Fruit & nuts – Nuts – Total trees (no.) 116,159 Other tenure type 657 0.67% Fruit & nuts – All orchard fruit (incl. nuts) – 995,671 Total trees (no.) Total dwellings 97,898 100% Fruit & nuts – Grapes – Total area (ha) 464 UNIVERSITY QUALIFICATIONS Livestock – Sheep & lambs – Total (no.) 316,089 Livestock – Dairy cattle – Total (no.) 3,654 Market Type of tertiary qualification Total population Livestock – Meat cattle – Total (no.) 11,703 Degree 42,552 16.78% Certificate 58,968 23.26% INTERNET USAGE Total 101,520 40.04% Connection Total Total dwellings Internet accessed from dwelling 78,964 80.02% MORTGAGE PAYMENTS Internet not accessed from dwelling 17,439 17.67% Mortgaged Not stated 2,282 2.31% Monthly mortgage payment Total dwellings Total 98,685 100% $0 – $449 per month 2,961 8.81% $450 – $799 per month 3,070 9.13% BIRTHPLACE BY REGION $800 – $999 per month 2,936 8.73% Market Region Male Female Total $1,000 – $1,799 per month 14,693 43.7% population $1,800 – $2,399 per month 5,522 16.42% Oceania incl. Australia 100,971 105,342 206,313 82.93% $2,400 – $2,999 per month 1,742 5.18% Europe 6,637 6,569 13,206 5.31% $3,000 – $3,999 per month 1,167 3.47% Africa & Middle East 627 607 1,234 0.5% $4,000+ per month 572 1.7% Asia 2,726 3,557 6,283 2.53% Not stated 957 2.85% Americas 441 500 941 0.38% Total mortgaged dwellings 33,620 100% Other 10,103 10,708 20,811 8.36% Total 121,505 127,283 248,788 100% MOTOR VEHICLES Number of cars Total % Total No vehicles 7,218 7.32% 1 vehicle 35,133 35.61% 2+ vehicles 52,984 53.71% Not stated 3,316 3.36% Total 98,651 100%

16 Commercial Radio Market Profiles