COMMERCIAL RADIO MARKET PROFILES 2018 TASMANIA CONTENTS INTRODUCTION 3 REFERENCES 4 MARKET STATIONS 5 Burnie 101.7 SeaFM, 100.9FM 5 Devonport 107.7 SeaFM, 7AD 900AM / 7AD 98.9 FM 9 Hobart Hobart’s Hit 100.9, Hobart’s 107.3 Triple M, 107.7 7HOFM 13 Launceston Chilli 101.1 FM, LAFM 17 Queenstown 7XS 21 Scottsdale Chilli 99.7FM, 7SD AM 25 DATA TABLES 29 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 BURNIE 101.7 SEAFM • 100.9FM Station Name 101.7 SeaFM 100.9FM (previously 7BU 558AM) Call Sign 7SEA 7BU Frequency 101.7 MHz 558 kHz Network Grant Broadcasters Grant Broadcasters Address PO Box 120, Burnie, TAS 7320 PO Box 120, Burnie, TAS 7320 Phone 03 6431 2555 03 6431 2555 Fax - - Email [email protected] [email protected] Web Address burnie.seafmtas.com.au 7bu.com.au Description of Content/Format Hot Adult Contemporary Easy Gold Demographic Profile of Station Audience 18-39 39-64 Commercial Radio Australia 5 BURNIE Burnie is located on the shores of Emu Bay, west of Devonport. Burnie has a busy nationally recognised deep-water port. 7BU & SEA FM Burnie service this industrial city, which is surrounded by a rich farming district. Burnie is in a key position, being the gateway of the scenic and historic area of the far northwest, including the rich mining area of the West Coast. In comparison to the 2011 census, the population of Burnie has decreased by 2.17% to 61,102. Over 55% of the population is aged over 40 years. The birthplace for 87% of the population was Oceania including Australian, New Zealander, Indigenous and Islander persons. Being a regional centre, Burnie has a large modern civic centre, TAFE College, university campus, and public and private hospitals. 11,249 people or 18% of the population of Burnie were partaking in some form of education in 2016; of these, 47% were attending infants or primary school, 33% attending secondary school, 11% attending TAFE and 9% attending university. Of the 20,714 people (34%) who already have a tertiary qualification, 24% have a degree and 76% have a certificate, diploma or another tertiary qualification. Burnie is an old established area like much of northern Tasmania. The area has a high level of home ownership. Of the total dwellings (23,988) in Burnie, 37% are owned outright and 33% are mortgaged. Private rental properties represented 20% of total dwellings. 28% of the total households in Burnie have a household income range between $21,000 – $41,999pa, 25% between $42,000 – $77,999pa, 11% between $78,000 – $103,999pa, and 17% over $104,000pa. All major banks, car dealers, most fast-food restaurants and an extensive selection of national retail, chain and independent stores are represented in the district. AGRICULTURE The rich farmland around Burnie supports a healthy dairy and vegetable industry. The area also produces some beef and lamb both for export and the domestic market. There are over 8 thousand sheep and lambs in the license area, over 33 thousand beef cattle and over 70 thousand dairy cattle. Forestry is also an important industry for the area. Australia’s largest tree farm is situated 30 km south of Burnie. Forest based industries have been an integral part of the area’s development. EMPLOYMENT The majority (53%) of the labour force of 27,418 is employed full time. The main industries of employment are: • Education and Training/Health Care and Social Assistance; • Wholesale Trade/Retail Trade/Accommodation and Food Services; and • Manufacturing/Electricity Gas Water and Waste Services. 6 Commercial Radio Market Profiles BURNIE AGE COHORTS OCCUPATION Market Employment classification Total Occupations Age Male Female Total population Managers/Professionals 6,701 26.5% 10+ years 26,123 27,741 53,864 88.15% Technicians & trade workers/ 6,716 26.56% 0-9 years 3,715 3,523 7,238 11.85% Community & personal service workers 10-17 years 3,079 2,971 6,050 9.9% Clerical & administrative workers 2,866 11.33% 18-24 years 2,432 2,281 4,713 7.71% Sales workers 2,540 10.04% 25-39 years 4,460 4,906 9,366 15.33% Machinery operators & drivers/Labourers 6,056 23.95% 40-54 years 6,004 6,453 12,457 20.39% Not stated 411 1.63% 55-64 years 4,415 4,685 9,100 14.89% Total 25,290 100% 65-74 years 3,574 3,641 7,215 11.81% 75+ years 2,159 2,804 4,963 8.12% INDUSTRY Total 2011 population 30,511 31,949 62,460 Industry Total Workforce Total 2016 population 29,838 31,264 61,102 100% Agriculture, forestry & fishing 2,272 9.03% % change 2011-2016 -2.17% Mining 785 3.12% Manufacturing/Electricity, gas, water & 4,533 18.01% LABOUR FORCE waste services/Construction Wholesale trade/Retail trade/ 5,248 20.85% Employment classification Total Labour force Accommodation & food services Full-time employed 14,412 52.56% Transport, postal & warehousing/ 1,341 5.33% Part-time employed 9,436 34.42% Information, media & communications Not stated employed 1,566 5.71% Financial & insurance services/ 1,249 4.96% Rental hiring & real estate services/ Unemployed 2,004 7.31% Administration & support services Total labour force 27,418 100% Professional scientific & technical services 740 2.94% Public administration & safety 1,356 5.39% HOUSEHOLD INCOME Education & training/Health care & 5,583 22.19% Occupied social assistance Income range (pa) Total dwellings