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Sca Grocery Buyers 2018 Metro Grocery Buyers 25-54 | November 2018 the Sca Brand Is #1 When It Comes to Reaching Grocery Buyers 25-54 Across Metro Australia…

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Sca Grocery Buyers 2018 Metro Grocery Buyers 25-54 | November 2018 the Sca Brand Is #1 When It Comes to Reaching Grocery Buyers 25-54 Across Metro Australia… 1 SCA GROCERY BUYERS 2018 METRO GROCERY BUYERS 25-54 | NOVEMBER 2018 THE SCA BRAND IS #1 WHEN IT COMES TO REACHING GROCERY BUYERS 25-54 ACROSS METRO AUSTRALIA…. THE SCA BRAND REACHES… REACH OF GROCERY BUYERS 25-54 NATIONAL- METRO 1,764,000 The SCA brand 1,764,000 Nova ENT 1,654,000 grocery buyers 25-54 across metro markets each week ARN 1,609,000 Macquarie Radio Network 323,000 THE SCA BRAND - BRISBANE The Hit brand 1,230,000 GB’s 25-54: 279,000 Nova Network 1,229,000 THE SCA BRAND - ADELAIDE KIIS Network 1,074,000 GB’s 25-54: 153,000 The Triple M brand 830,000 THE SCA BRAND - SYDNEY Classic Hits/ Gold Network 695,000 THE SCA BRAND - PERTH GB’s 25-54: 470,000 SmoothFM Network 586,000 GB’s 25-54: 312,000 News Talk Network 312,000 THE SCA BRAND - MELBOURNE Macquarie Sport 21,000 GB’s 25-54: 550,000 Source: GFK Radio Ratings (ERAM). Survey 6, 2018. Mon-Sun 5:30am-12midnight. National- Metro. SCA: The Triple M Brand (Triple M FM + MMM Classic Rock Digital, MMM Modern Digital & MMM Greatest Hits Digital + MMM Country) & Hit Brand (Hit FM + Budda Hits Digital, Urban Hits, Easy Hits Digital & Old Skool Digital) Grocery Buyers 25-54. Cume. LET’S TAKE A LOOK AT THE GROCERY BUYING HABITS OF THE SCA MAIN GROCERY BUYER CLOSE TO, SCA MAIN GROCERY BUYERS 25-54 VISIT THE SUPERMARKET AT LEAST 1 in 2 SEVERAL TIMES A WEEK OF SCA MAIN GROCERY BUYERS 25-54 How often do you visit the supermarket? 43% 40% 8% 3% 1% 2% Everyday Several times a week Once a week Once a fortnight Once a month Less often Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Frequency visit supermarket THE MAJORITY OF SCA GROCERY BUYERS DO NOT HAVE A SET DAY THEY VISIT THE SUPERMARKET… OF SCA MAIN GROCERY BUYERS 25-54 Days of the week go grocery shopping: SCA grocery buyers 25-54 are more likely to visit the supermarket on the weekend, although for the majority of them this changes at times. It is also interesting to note that while weekends are the most popular time of the week for SCA grocery buyers to visit the supermarket, during the week the most popular days are mid-week. 100% 90% 80% 70% 60% 50% 38% 40% 30% 21% 20% 13% 9% 11% 11% 10% 10% 7% 0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday No set day - Just whenever need Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Days of week visit supermarket. AFTERNOONS ARE THE MOST POPULAR TIME OF DAY SCA GROCERY BUYERS ARE VISITING THE SUPERMARKET. OF SCA MAIN GROCERY BUYERS 25-54 Plus, Time of day visit their main supermarket: 62% 100% 90% listened to radio in the 13 minutes 80% prior to shopping! Whether it’s a weekday or weekend shop, afternoons (1pm-5pm) is the most 70% popular time of day SCA grocery buyers 25-54 visit the supermarket. By your brand advertising to these potential consumers of an afternoon when they are 60% likely to be on their way to the grocery store means you have the chance to drive them directly to your store/ brand. 50% If it’s not the afternoon, they are likely to be going sometime before 1pm. 40% 36% 30% 30% 28% 28% 23% 20% 17% 12% 10% 9% 5%6% 0% 1% Daytime (before 1pm) Afternoon (1pm-5pm) Early Evening (5pm-8pm) Evening (8pm-11pm) Late Night (11pm-5.30am) Don't go on weekday/ weekend Weekday Weekend Source:[1] Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Time of day visit main supermarket [2] Southern Cross Austereo Retail Lifestyle Study 2008. National Metro Sample N=7277. Does advertising influence your retail purchases, does RADIO advertising influence your retail purchases. THE MAJORITY OF SCA GROCERY BUYERS DO ONE MAIN SHOP AND ONE OR TWO TOP UP SHOPS PER WEEK… OF SCA MAIN GROCERY BUYERS 25-54 Frequency visit their main supermarket: Main shop vs. Top up shop 100% 90% 80% Whether it is a main shop or just a top-up shop, the majority of these SCA grocery buyers are doing a grocery shop once a week. More than 1 in 2 say they do their main grocery shop once per week and close to half say they do a 70% top up shop once or twice a week. Plus, 86% of grocer buyers do top tup shops each week, meaning there are many opportunities across the week to talk to these SC grocery buyers before they hit the grocery store. 60% 51% 50% 40% 30% 28% 21% 20% 18% 13% 13% 14% 9% 10% 7% 8% 5% 4% 3% 2% 0% Once a week Twice a week Three times a week Four times a week Five+ times a week No trips in the past week Don't usually do a main shop/ Top up shop Main Shop Top Up Shop Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Frequency – main vs. top-up shop. THE MAJORITY OF GROCERY BUYERS ARE SPENDING ON AVERAGE UPWARD OF $100 ON GROCERIES EACH WEEK… OF SCA MAIN GROCERY BUYERS 25-54 % OF LISTENERS THAT SPEND ON AVERAGE $150 OR MORE EACH WEEK ON GROCERIES Average weekly spend at the supermarket: 55% 42% 100% 90% Non-Parent GB's 25-54 Parent GB's 25-54 80% 70% 60% 71% SPEND MORE THAN $100 ON AN AVERAGE WEEKLY SHOP 50% 40% 29% 30% 20% SPEND MORE THAN $200 ON AN AVERAGE WEEKLY SHOP 22% 19% 20% 12% 10% 6% 2% 4% 4% 0% Under $20 $20 - $49 $50 - $99 $100 - $149 $150 - $199 $200 - $249 $250 - $299 $300+ The majority of main grocery buyers 25-54 are spending on average more than $100 on their weekly grocery shop. In fact, 1 in 5 SCA grocery buyers are spending more than $200 on an average weekly grocery shop. It is also no surprise that parent grocery buyers are spending more money on groceries each week in comparison to non-parent grocery buyer listeners. Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Average weekly spend – supermarket. SCA GROCERY BUYERS ARE LIKELY TO BE DRIVEN BY PRICE AND AUSTRALIAN MADE PRODUCTS WHEN GROCERY SHOPPING OF SCA MAIN GROCERY BUYERS 25-54: SUPERMARKET ATTITUDES: 68% 67% 59% 58% 54% SAY THEY OFTEN SAY THEY SHOP A SAY THEY TRY TO SAY THEY ALWAYS SAY PRIVATE LABEL SWITCH BRANDS LOT FOR BUY PRODUCTS BUY FRUIT/ VEGIES/ OFFERS SAME FOR FOOD DUE TO SPECIALS AND THAT ARE MEATS AT THE QUALITY AS WELL- BARGAINS/ SPECIAL BARGAINS AUSTRALIAN MADE SUPERMARKET KNOWN BRANDS OFFERS For most SCA grocery buyers, they are always on the look out for specials and bargains when they hit the grocery store. In fact, more than two-thirds of the SCA grocery buyer audience say they shop a lot for specials and bargains and say they 50% 46% 46% 35% 32% often switch brands due to price. SAY THEY TRY TO SAY THEY LOOK SAY THEY DON'T Plus, they value Australian made SAY THEY PAY BUY HOUSEHOLD SAY THEY ALWAYS OUT FOR NEW HAVE TIME TO products and constantly on the look out EXTRA FOR WELL- PRODUCTS THAT READ PRODUCT BRANDS AT THE SHOP AROUND FOR for new brands in the supermarket. These KNOWN BRANDS WON'T POLLUTE LABELS SUPERMARKET DAY TO DAY THINGS grocery buyers are likely to have the THE ENVIRONMENT consumer attributes you’re looking for. Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Supermarket Attitudes. IT IS INTERESTING TO NOTE THAT 3 IN 5 SCA GROCERY BUYERS 25-54 ARE PARENTS AND THEIR KIDS ARE INFLUENCING THEIR PURCHASE DECISIONS TOO… OF SCA MAIN GROCERY BUYERS 25-54: SUPERMARKET ATTITUDES: OF SCA PARENT MAIN GROCERY BUYERS 25-54: 64% 60% SAY THEY KEEP AN EYE SAY THEIR ON THEIR KIDS EATING CHILD/CHILDREN 62% BECAUSE OF INFLUENCE PURCHASING CONCERNS ABOUT DECISIONS FOR FOOD OBESITY ARE PARENTS 54% 54% It is important for brands to understand the power children have on the purchasing choices and habits of SAY WHEN THEIR KIDS SAY THEIR KIDS their parents, particularly with more than 3 in 5 SCA grocery buyers 25-54 being parents. 3 in 5 of these COMES GROCERY INFLUENCE SCA grocery buyers say their children influence the purchase decisions for food and more than 1 in 2 say SHOPPING THEY TEND TO PURCHASING their kids influence their decision for clothing. SPEND MORE DECISIONS FOR CLOTHING Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Supermarket Attitudes. SUPERMARKET BRANDS IT IS NO SURPRISE THAT COLES AND WOOLWORTHS ARE THE SUPERMARKETs FIRST TO MIND AMONG SCA GROCERY BUYERS…. OF SCA MAIN GROCERY BUYERS 25-54: Supermarkets first to mind… 100% 90% 80% 77% 72% 70% 60% 51% 50% 39% 40% 30% 20% 13% 10% 6% 6% 6% 4% 3% 1% 1% 1% 1% 1% 0% Coles Woolworths Aldi IGA None Other Foodworks Costco Foodland Don't know Farmer Jacks Bi-Lo Ritchies Harris Farm Franklins Source: Nielsen Clear Decisions.
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