Commercial Radio Market Profiles 2018
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COMMERCIAL RADIO MARKET PROFILES 2018 SOUTH AUSTRALIA CONTENTS INTRODUCTION 3 REFERENCES 4 MARKET STATIONS 5 Adelaide Cruise 1323 AM, Mix 102.3, FIVEaa, Nova 91.9, Hit 107, Triple M 104.7 5 Mount Gambier Limestone Coast’s Hit 96.1, Limestone Coast’s 963AM Triple M 9 Murray Bridge Power FM, 5MU 13 Port Lincoln Magic899, 765-5CC 17 Remote Commercial Radio Service Flow FM 21 Central Zone Riverland Magic931, 801-5RM 25 Spencer Gulf North Magic 105.9, 5AU, 5CS 29 DATA TABLES 33 2016 CENSUS OF POPULATION & HOUSING i 2016 HOUSEHOLD EXPENDITURE SURVEY x 2 Commercial Radio Market Profiles INTRODUCTION WELCOME TO THE Australian commercial radio stations are a vital and integral part of their local SIXTH EDITION OF THE communities. Australians have always had a relationship with, and trust in, their local radio station and this close connection can help build a solid foundation for all COMMERCIAL RADIO stakeholders including direct advertisers, agencies and clients. MARKET PROFILES 2018. Even as technology changes commercial radio remains live and local continuing to offer advertisers an unique means of delivering a targeted message and successfully engaging at a grassroots level. Listening to a radio ad has been likened to hearing it from a friend. The Commercial Radio Market Profiles are a reference tool to help communicate with advertising agencies, media buyers and potential clients for planning radio advertising in Australia. They are designed to provide a thorough understanding of each radio licence area’s size and demographics and to highlight the connection and engagement opportunities available on local and networked radio. These Commercial Radio Market Profiles should be used in conjunction with resources available on the Commercial Radio Australia (CRA) website, radioalive.com.au, with up to date case studies, current station information, commercial radio listening summaries and consumer research which explores why Australians tune into radio. The information in these profiles is based on radio Licence Area Plans (LAP), as determined by the Australian Communications and Media Authority (ACMA). Statistical information is derived from the latest Australian Bureau of Statistics Census of Population and Housing conducted on 9 August 2016, the 2015-16 Household Expenditure Survey, and the 2015-16 Agricultural Census. The Commercial Radio Market Profiles 2018 illustrate the potential of the localism, cost effectiveness, reach, and listener loyalty and engagement of commercial radio. Should you require further information, please do not hesitate to contact the CRA Marketing Team on 02 9281 6577, or visit the website: radioalive.com.au. Regards, Joan Warner Chief Executive Officer Commercial Radio Australia Commercial Radio Australia 3 REFERENCES The information within this document is based on the radio licence areas determined by the Australian Communications and Media Authority (ACMA). The figures include fortuitous coverage where any SA1 extends beyond the boundary of the RA1. MapData services Pty Ltd has calculated the statistical information from several Australian Bureau of Statistics (ABS) sources: 2016 CENSUS OF POPULATION AND HOUSING RADIO LICENCE AREA MAPS (conducted 9 August 2016) RA1 areas as determined by the ACMA. For all socio-economic, demographic and occupational data. Esri World Topographic Basemap. Sources: Esri, HERE, Garmin, Intermap, increment P Corp., 2015-16 HOUSEHOLD EXPENDITURE SURVEY GEBCO, USGS, FAO, NPS, NRCAN, GeoBase, IGN, Kadaster NL, (HES) Ordnance Survey, Esri Japan, METI, Esri China (Hong Kong), swisstopo, © OpenStreetMap contributors, and the GIS User While the HES is conducted infrequently the data is projected Community. using regional CPI (consumer price index) information. 2015-16 AGRICULTURAL CENSUS LEGEND The results of the Agricultural Census are available only for Coastline; State borders Statistical Areas Level 2 (SA2). The agricultural data for stations’ licence areas containing part SA2s is an estimate based on Licence Area whether the centroid of the SA2 was within the licence area Principal roads; Cities (medium and large) or not. Secondary roads; Towns, cities (small) The agricultural table on page four of each profile provides a Minor roads; Localities summary of categories for the radio licence area. The units listed in the Agricultural Table include: NB: • Ha: Hectares • Population figures sourced from 2016 Census data and may • T: Tonne differ from population estimates used in survey reports. • N: Number • Population figures in these licence area profiles will be • Kg: Kilogram updated annually based on current ABS population figures. • Dz: Dozen. Disclaimer: • Agriculture Commodity ‘Area of Holding’ refers to farmland only and excludes non-agricultural land. • ACMA data may vary based on definitions. 4 Commercial Radio Market Profiles ADELAIDE CRUISE 1323 AM • MIX 102.3 • FIVEAA • NOVA 91.9 • HIT 107 • TRIPLE M 104.7 Station Name Call Sign Network Address Phone Web Address Cruise 1323 AM 5DN Australian Radio Network 201 Tynte St, North Adelaide, SA 5006 08 8305 1300 cruise1323.com.au Mix 102.3 5ADD Australian Radio Network PO Box 5, North Adelaide, SA 5006 08 8300 1000 mix1023.com.au FIVEaa 5AA NOVA Entertainment GPO Box FIVEaa, Adelaide, SA 5001 08 8419 1395 fiveaa.com.au Nova 91.9 5ADL NOVA Entertainment Locked Bag 919 Adelaide, SA 5001 08 8419 5919 nova919.com.au Hit 107 5SSA Southern Cross Austereo GPO Box 2449, Adelaide, SA 5001 08 8301 1071 hit107.com Triple M 104.7 5MMM Southern Cross Austereo Lvl 13 70 Franklin St, Adelaide, SA 5000 08 8290 1047 triplem.com.au Commercial Radio Australia 5 ADELAIDE Adelaide, the capital of South Australia, also known as the ‘City of Churches’ is situated north of the Fleurieu Peninsula, and between the Gulf St Vincent and the Mount Lofty Ranges. Adelaide offers far more than the churches it’s known for. Attractions include the Adelaide Botanic Gardens, Adelaide Zoo and Art Gallery of South Australia to name a few. There are six commercial radio stations licensed to broadcast in Adelaide on AM/FM frequencies, and there are also a substantial amount of stations broadcasting on DAB+ digital radio. In comparison to the 2011 census, the population of the radio licence area for Adelaide has increased by 4.5% to 1,292,931. The birthplace for 72% of the population was Oceania including Australian, New Zealander, Indigenous and Islander persons. 282,646 people, 22% of the population were attending an educational institution in 2016. Of these, 39% were either in infants or primary, 26% were attending a secondary educational institution, 26% attending University and 9% attending TAFE. Of the 529,402 people (41%) who already have a tertiary qualification, 43% have a degree and 23% have a certificate, diploma or another tertiary qualification. Adelaide has a relatively high proportion of home ownership. Of the total dwellings (492,238), 31% of dwellings are owned outright and 37% are mortgaged. Private rental properties represent 23% of total dwellings. 21% of the total households in Adelaide have a household income range between $21,000 – $41,999pa; 25% between $42,000 – $77,999pa; and 12% between $78,000 – $103,999pa. 26% of households have a household income over $103,000pa. AGRICULTURE The Barossa Valley is approximately 70 kilometres north of Adelaide. The farmlands produce over 5.2 million kilograms of apples, almost 20,000 kilograms of avocados and over 15 thousand kilograms of grapes. The region of farmland for crops, fruit, vegetables and livestock spans 335,296 hectares. The area holds more than 300,000 sheep and lambs and nearly 40 thousand beef cattle. EMPLOYMENT The majority (54%) of the labour force of 639,927 is employed full time. The main industries of employment are: • Education and Training/Health Care & Social Assistance; • Wholesale Trade/Retail Trade/Accommodation and Food Services; and • Manufacturing/Electricity, Gas, Water and Waste Services/Construction. 6 Commercial Radio Market Profiles ADELAIDE AGE COHORTS OCCUPATION Market Employment classification Total Occupations Age Male Female Total population Managers/Professionals 199,109 33.72% 10+ years 554,026 584,843 1,138,869 88.08% Technicians & trade workers/ 150,491 25.48% 0-9 years 79,031 75,031 154,062 11.92% Community & personal service workers 10-17 years 59,426 55,647 115,073 8.9% Clerical & administrative workers 83,175 14.09% 18-24 years 60,910 59,174 120,084 9.29% Sales Workers 57,538 9.74% 25-39 years 129,553 131,999 261,552 20.23% Machinery operators & drivers/Labourers 91,797 15.55% 40-54 years 128,388 132,567 260,955 20.18% Not stated 8,407 1.42% 55-64 years 77,102 83,209 160,311 12.4% Total 590,517 100% 65-74 years 58,098 64,612 122,710 9.49% 75+ years 40,549 57,635 98,182 7.59% INDUSTRY Total 2011 population 606,202 630,448 1,236,650 Industry Total Workforce Total 2016 population 633,057 659,874 1,292,931 100% Agriculture, forestry & fishing 7,950 1.36% % change 2011-2016 4.55% Mining 3,725 0.64% Manufacturing/Electricity, gas, water & 99,083 16.91% LABOUR FORCE waste services/Construction Wholesale trade/Retail trade/ 119,203 20.35% Employment classification Total Labour force Accommodation & food services Full-time employed 346,124 54.09% Transport, postal & warehousing/ 32,612 5.57% Part-time employed 214,686 33.55% Information, media & communications Not stated employed 29,871 4.67% Financial & insurance services/ 47,371 8.09% Rental hiring & real estate services/ Unemployed 49,246 7.7% Administration & support services Total labour force 639,927 100%