Purchase Intenders X Music Video Australia | October 2020

Purchase Intenders x Music Video Australia | October 2020

Page 2 Research Methodology

Research Methodology Artists Measured in this survey

The figures in this report are from research conducted by our research provider GlobalWebIndex.

Below are the key points on the research methodology:

• Online-based syndicated research study • Measures people aged 16-64 • 46 countries • Single Source • Updated 4x per year • Representative of a country’s online population • Quotas set on age, gender, and education • Over 35,000 data points • Historical data available dating back to 2009 • Custom Recontact Survey captures detailed questions on music in five countries: Australia, Canada, Japan, UK, USA

Insights Methodology Data Timestamp Sample Size Got Questions? The insights in this report have been selected from a rule set which includes a Connect with Laura Newman combination of index and reach. July 2020 16,000 our Global Head of Research … [email protected]

Main Food Shoppers Auto Intenders Beer Purchasers Spirit Purchasers Fast Food Regulars

Reach 37% 46% 44% 51% 45% Index 91ix 112ix 108ix 124ix 111ix Universe 3.4 Mil 1.2Mil 3.1Mil 3.2Mil 2.2 Mil

TOPBRANDS ?

Watched a Music Video on

FILA 10% 143ix Adidas 31% 127ix 215ix 143ix Converse 13% 136ix Lipton Iced Tea 8% 126ix 192ix 143ix Cotton On 21% 134ix Maybelline 12% 125ix 181ix 138ix H&M 15% 133ix The Body Shop 10% 124ix 175ix 137ix Nintendo Switch 8% 132ix Heineken 8% 123ix 164ix 133ix Nando’s 10% 130ix Lynx 12% 122ix 162ix 133ix Spider-Man 33% 129ix Jack Daniel’s 9% 122ix 150ix 129ix Buzzfeed 14% 129ix Sony 29% 115ix 150ix 123ix Schweppes 12% 128ix Vodafone 18% 115ix 149ix 119ix PlayStation 4 20% 128ix Toyota 23% 114ix 148ix 118ix

Reach Index

Main Food Shoppers Brand Toyota 27% 132 ix Currently Mazda 12% 102 ix Owned Reach Index Ford 10% 92 ix 102ix 111ix Shop Woolworths 62% 109ix Hyundai 9% 101 ix Weekly Coles 57% 104ix108ix 143ix Mitsubishi 9% 100ix98 ix Aldi 25% 108ix121ix Nissan 8% 105ix105 ix IGA 17% 121ix Honda 8% 111 ix 110ix 105ix 7-Eleven 14% 133ix KIA 6% 127 ix 110ix 112ix Volkswagen 5% 129 ix 89ix Mercedes-Benz 5% 182 ix Talking by REACH Talking by INDEX 164ix BMW 5% 152 ix Auto Intenders who watch 116ix 57% of main grocery buyers Subaru 4% 84 ix “music videos on YouTube are “ who watch music videos on Jeep 4% 111ix198 ix 1.3x more likely than the YouTube shop at Coles average Aussie to own a Audi 3% 179ix145 ix weekly Toyota Suzuki 3% 100 ix ” Lexus 2% 206 ix ” Page 9 TOP BRANDS Category intenders who watch music. videos on YouTube

Reach Index Reach Index Corona 27% 238 ix Hennessy 6% 209 ix Heineken 15% 237 ix Chivas Regal 6% 208 ix Grey Goose 6% 196 ix Carlton 14% 240 ix Spirit Purchasers Jameson 5% 264 ix Great Northern 11% 203 ix Beer Purchasers Stella Artois 5% 205 ix Asahi 11% 233 ix Cointreau 5% 170 ix Victoria Bitter 10% 228 ix Reach Index Tanqueray 5% 170 ix Drunk in Smirnoff 34% 236 ix Hendrick's 5% 183 ix Drunk in XXXX 10% 174ix208 ix 215ix the Last Bailey's 20% 175 ix Patron 4% 249 ix the Last Cooper's 10% 206 ix 196ix Month Jack Daniel's 18% 242 ix 237ixGlenfiddich 4% 197ix221 ix Month Tooheys 8% 250 ix Sailor Jerry 4% 177 ix Absolut 17% 201 ix 187ix 193ix 199ix 3% Pure Blonde 8% 226 ix Jim Beam 14% 219 ix Skyy 152 ix 233ixGuinness 3% 169 ix Crown 7% 203ix235 ix Johnnie Walker 13% 221 ix 194ix Carlsberg 3% 206 ix Stella Artois 6% 196ix235 ix Gordon’s 12% 194 ix 211ix 179ix El Jimador 3% 240 ix Bacardi 12% 219 ix Peroni 6% 197ix212 ix 209ixRemy Martin 3% 257ix185 ix Bombay Sapphire 10% 195 ix James Boag's 5% 202 ix Maker's Mark 2.6% 228 ix 201ix Captain Morgan 9% 180 ix 208ix 227ix Budweiser 4% 271 ix Belvedere 2% 165 ix Canadian Club 8% 234 ix 201ixDon Julio 2.1% 149ix205 ix Guinness 4% 191ix217 ix Kahlua 8% 165 ix Havana Club 2% 165 ix 202ix 191ix 211ix Carlsberg 4% 254 ix Jose Cuervo 7% 239 ix Courvoisier 1.9% 189 ix Sapporo 3% 189ix251 ix Malibu 6% 186 ix 229ixBeefeater 1.9% 172ix141 ix

Fast Food Regulars What to say

Eat McDonald's 47% 227 ix Weekly205ix KFC 27% 235 ix TO 143ix 205ix Subway 16% 222 ix BRANDS Talking by INDEX 143ix 19% 218ix Hungry Jack's 245 ix 138ix Domino's 11% 210 ix 170ix Fast-food regulars who 137ix Starbucks 5% 210 ix watch music videos on 171ix 133ix YouTube are 2.2x more likely Red Rooster 5% 220 ix Talking by REACH 192ix than the average Aussie to 133ix Pizza Hut 3% 147 ix eat Subway weekly 198ix 129ix Oporto 3% 218 ix 191ix 47% of fast-food regulars 123ix Nando's 3% 149 ix who watch music videos on 185ix YouTube eat Mc Donald’s 119ix Zambrero 3% 170 ix 195ix weekly 118ix Krispy Kreme 3% 231 ix

Main Food Shoppers Auto Intenders Beer Purchasers Spirit Purchasers Fast Food Regulars

COUNTRY 23%27%| 1.0x111 ix 24% 112 ix 23% 110 ix 23% 111 ix 23% 109 ix

DANCE 27%21%| 1.0x132 ix 29% 140 ix 25% 122 ix 30% 133 ix 28% 146 ix 36% | 1.1x ELECTRONIC/TECHNO 15% 149 ix 16% 166 ix 15% 153 ix 15% 150 ix 15% 151 ix 9% | 0.8x HEAVY METAL 21% 128 ix 19% 121 ix 24% 146 ix 24% 130 ix 21% 148 ix 17% | 1.3x 40% 164 ix HIP-HOP 31% 129 ix 33% 137 ix 37% 148 ix 36% 151 ix 17%22% | 1.4x123 ix 18% 125 ix INDIE POP 18% 131 ix 20% 126 ix 18% 143 ix 32%21% | 1.0x120 ix 31% 115 ix 27% 101 ix POP/TOP 40 30% 116 ix 31% 110 ix 21%20% | 2.0x122 ix 30% 172 ix 23% 135 ix RAP 28% 155 ix 27% 160 ix 43%39%| 1.7X121 ix 42% 118 ix 43% 120 ix ROCK 42% 111 ix 40% 118 ix SINGER-SONGWRITER 17%31%| 1.9X136 ix 14% 119 ix 15% 123 ix 15% 110 ix 13% 125 ix

Main Food Shoppers Auto Intenders Beer Purchasers Spirit Purchasers Fast Food Regulars

‘90s 56%27%| 1.0x116 ix 54% 112 ix 53% 111 ix 54% 110 ix 53% 113 ix

ACOUSTIC 24%21%| 1.0x129 ix 23% 124 ix 26% 138 ix 26% 119 ix 22% 138 ix 36% | 1.1x ALTERNATIVE ROCK 27% 125 ix 26% 122 ix 29% 136 ix 30% 125 ix 27% 138 ix 9% | 0.8x EASY LISTENING 28% 110 ix 25% 101 ix 26% 104 ix 26% 93 ix 23% 102 ix 17% | 1.3x EDM 13% 132 ix 14% 148 ix 15% 150 ix 16% 155 ix 15% 162 ix 22% | 1.4x CHRISTMAS MUSIC 12% 106 ix 12% 106 ix 10% 84 ix 11% 106 ix 12% 96 ix 21% | 1.0x 18% 129 ix INDIE ROCK 18% 127 ix 19% 138 ix 19% 121 ix 17% 142 ix 22%20% | 2.0x118 ix 22% 121 ix OLDIES/ROCK&ROLL 21% 114 ix 22% 99 ix 18% 117 ix 37%39%| 1.7X127 ix 39% 135 ix R’n’B 35% 122 ix 40% 123 ix 36% 137 ix SOUNDTRACKS 20%31%| 1.9X119 ix 18% 108 ix 18% 103 ix 19% 113 ix 19% 112 ix

Connect the OR. Connect the Connect the Present them with Connect the channel & channel & audience with a media proposal audience to audience with audience with a the music genre to meet the $ the channel their brand competitor brand

Spirit Purchasers Spirit Purchasers Spirit Purchasers Spirit Purchasers

Spirit Purchases They are 2x more 34% of them They are 1.5x are 1.2x more likely to drink drunk Smirnoff in more likely than likely than the Absolut than the the last month this the Average average Aussie to average Aussie is 2.3x more than Aussie to love watch music the average Aussie Hip-Hop videos.