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HIT NETWORK GROCERY BUYERS 2018 METRO GROCERY BUYERS 25-54 | NOVEMBER 2018 WHY RADIO IS AN EFFECTIVE PLATFORM TO ADVERTISE WITH… RADIO IS TRUSTED AND AUTHENTIC.

Radio is more human, interactive, and more community-focussed than any other media, this continues to drive radio’s strengths against other media. Radio personalities enhance the close connection that listeners have with their favourite radio stations. Moreover, news content on radio is more trusted, seen as more credible and higher quality than any other media.

Compared to other media, listeners say radio is the most Radio also leads the way in providing credible and trusted news content for listeners, trusted and authentic media, rating it almost twice as high with over half of listeners saying that online is full of ‘fake news’. as TV and more than double online.

47% Trustworthy Authentic Information 42% 41% KEY is Trusted

29%

24% 24% 20% 21% 18% 18% CREDIBILITY TRUSTED QUALITY 15% 12% 53% 51% 52% Think radio is a credible Think radio is a Think radio is a quality 3% 4% 4% source of news trusted source of news source of news

Radio TV Online Newspapers/ Outdoor Magazines

Source: GFK Radio Insights July 2017. RADIO CONNECTS LOCAL COMMUNITIES.

Amongst radio listeners, radio excels at providing relevant local news and content, and updates on local/community events when compared to other media; almost twice as much as TV and almost three times as much as print or online.

55% 63% Think radio connects Think radio provides them more to their relevant local news community and content

Particularly amongst those living in regional areas, radio is important to keep up-to-date on local news (metro 58% vs regional 74%) and community events (metro 58% vs regional 76%)

Source: GFK Radio Insights July 2017. AN INTERACTIVE CONNECTION AND A TRUSTED SOURCE.

Amongst the Australian population, radio is the medium most perceived as having the human touch. Social media engagement plays an important part in enhancing the human connection with radio audiences.

52% 37% 26% Of 10-39 year olds seek Of radio listeners seek Of people say their more information about a more information on a favourite radio product or service after product or service after personalities influence their hearing an endorsement by hearing it endorsed by a opinions a radio presenter radio presenter

“You can keep up to date with your favourite Radio’s success in these new areas provides listeners with radio station and when you interact, you know more ways to deepen their relationship with their favourite you can trust them and you know the station radio stars and continue to engage with them outside of gets involved with their listeners.” program on-air times.

Source: GFK Radio Insights August 2017 – Multi-Platform. WHY THE HIT BRAND? THE HIT BRAND IS #1 WHEN IT COMES TO REACHING GROCERY BUYERS 25-54 ACROSS METRO AUSTRALIA….

THE HIT BRAND REACHES… REACH OF GROCERY BUYERS 25-54 NATIONAL- METRO

1,230,000 The Hit brand 1,230,000 grocery buyers 25-54 across metro markets each week Network 1,229,000

KIIS Network 1,074,000 THE HIT BRAND -

GB’s 25-54: 175,000 The brand 830,000 THE HIT BRAND -

GB’s 25-54: 101,000 Classic Hits/ Gold Network 695,000

THE HIT BRAND - Network 586,000 THE HIT BRAND - GB’s 25-54: 341,000 GB’s 25-54: 220,000 News Talk Network 312,000

THE HIT BRAND - Macquarie Sport 21,000 GB’s 25-54: 395,000

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. GROCERY BUYING HABITS CLOSE TO,

HIT NETWORK GROCERY BUYERS 25-54 VISIT THE AT 1 in 2 LEAST SEVERAL TIMES A WEEK

OF HIT NETWORK GROCERY BUYERS 25-54 How often do you visit the supermarket?

44% 39%

8% 3% 2% 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. The Hit Network. Frequency visit supermarket THE MAJORITY OF HIT NETWORK GROCERY BUYERS DO NOT HAVE A SET DAY THEY VISIT THE SUPERMARKET…

OF HIT NETWORK GROCERY BUYERS 25-54 Days of the week go grocery shopping:

Hit Network 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 Hit Network 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% 11% 11% 11% 13% 9% 8% 10% 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. Hit Network . Days of week visit supermarket. DAYTIME DURING THE WORKING WEEK AND AFTERNOONS OF A WEEKEND ARE THE MOST POPULAR TIMES OF DAY HIT NETWORK GROCERY BUYERS ARE VISITING THE SUPERMARKET

OF HIT NETWORK 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! Anytime before 1pm is the most popular time of day Hit Network grocery 70% buyers 25-54 are visiting the supermarket, while of a weekend the afternoons are the most popular. 60% By your brand advertising to these potential consumers right before they hit the means you have the chance to drive them directly to your 50% store/ brand. 40% 36% 30% 30% 27% 23% 20% 20%

12% 10% 9% 5%6% 0% 2% 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. The Hit Network. Time of day visit main supermarket [2] Southern Cross 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 HIT NETWORK GROCERY BUYERS DO ONE MAIN SHOP AND ONE OR TWO TOP UP SHOPS PER WEEK…

OF HIT NETWORK 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 Hit Network grocery buyers are doing a grocery shop once a week. 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.

60% 50% 50%

40%

30% 27% 22% 20% 18% 13% 14% 14% 10% 7% 8% 10% 5% 3% 2% 3% 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. The Hit Network. Frequency – main vs. top-up shop. THE MAJORITY OF HIT NETWORK GROCERY BUYERS DO ONE MAIN SHOP AND ONE OR TWO TOP-UP SHOPS PER WEEK…

OF HIT NETWORK GROCERY BUYERS 25-54 Average weekly spend at the supermarket:

100%

90% 72% SPEND MORE THAN $100 ON AN AVERAGE WEEKLY SHOP

80%

70%

60%

50% 21% SPEND MORE THAN $200 ON AN AVERAGE WEEKLY SHOP

40% 29% 30% 22% 19% 20% 12% 10% 6% 5% 2% 4% 0% Under $20 $20 - $49 $50 - $99 $100 - $149 $150 - $199 $200 - $249 $250 - $299 $300+

The majority of Hit Network grocery buyers 25-54 are spending on average more than $100 on their weekly grocery shop. In fact, 1 in 5 Hit Network grocery buyers are spending more than $200 on an average weekly grocery shop.

Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Average weekly spend – supermarket. HIT NETWORK GROCERY BUYERS ARE LIKELY TO BE DRIVEN BY PRICE AND AUSTRALIAN MADE PRODUCTS WHEN GROCERY SHOPPING

OF HIT NETWORK GROCERY BUYERS 25-54: SUPERMARKET ATTITUDES: 68% 67% 58% 57% 54%

SAY THEY SHOP SAY THEY OFTEN SAY THEY SAY THEY TRY TO SAY PRIVATE LABEL A LOT FOR SWITCH BRANDS ALWAYS BUY BUY PRODUCTS OFFERS SAME SPECIALS AND FOR FOOD DUE TO FRUIT/ VEGIES/ THAT ARE QUALITY AS WELL- BARGAINS BARGAINS/ SPECIAL MEATS AT THE AUSTRALIAN MADE KNOWN BRANDS OFFERS SUPERMARKET

For most Hit Network 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 Hit Network grocery buyer audience say they shop a lot for specials 49% 46% 47% 35% 32% and bargains and say they often switch brands due to price. SAY THEY TRY TO SAY THEY LOOK SAY THEY DON'T SAY THEY PAY BUY HOUSEHOLD SAY THEY ALWAYS OUT FOR NEW HAVE TIME TO Plus, they value Australian made EXTRA FOR WELL- PRODUCTS THAT READ PRODUCT BRANDS AT THE SHOP AROUND FOR products and constantly on the look out KNOWN BRANDS for new brands in the supermarket. These WON'T POLLUTE LABELS SUPERMARKET DAY TO DAY THINGS THE ENVIRONMENT grocery buyers are likely to have the 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. The Hit Network. Supermarket Attitudes. IT IS INTERESTING TO NOTE THAT NOT ONLY ARE CLOSE TO 3 IN 5 HIT NETWORK GROCERY BUYERS 25-54 ARE PARENTS, BUT THEIR KIDS ARE INFLUENCING THEIR PURCHASE DECISIONS TOO…

OF HIT NETWORK GROCERY BUYERS 25-54: SUPERMARKET ATTITUDES: 40% 37%

SAY THEY KEEP AN EYE SAY THEIR ON THEIR KIDS EATING CHILD/CHILDREN 63% BECAUSE OF INFLUENCE PURCHASING CONCERNS ABOUT DECISIONS FOR FOOD OBESITY ARE PARENTS 34% 34% SAY WHEN THEIR KIDS SAY THEIR KIDS It is important for brands to understand the power children have on the purchasing choices and habits of COMES GROCERY INFLUENCE their parents, particularly with more than 3 in 5 Hit Network grocery buyers 25-54 being parents. Nearly SHOPPING THEY TEND TO PURCHASING 2 in 5 of these Hit Network grocery buyers say their children influence the purchase decisions for food SPEND MORE DECISIONS FOR and more than 1 in 3 say their kids influence their decision for clothing. CLOTHING

Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket Attitudes. SUPERMARKET BRANDS IT IS NO SURPRISE THAT COLES AND WOOLWORTHS ARE THE SUPERMARKET FIRST TO MIND AMONG HIT NETWORK GROCERY BUYERS….

OF HIT NETWORK GROCERY BUYERS 25-54: first to mind…

100%

90%

80% 77% 72% 70%

60% 51% 50%

39% 40%

30%

20% 13% 10% 6% 6% 5% 4% 3% 1% 1% 1% 1% 1% 1% 0% Coles Woolworths IGA None Other Foodworks Foodland Don't know Action Bi-Lo Farmer Jacks Franklins Harris Farm Ritchies

Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket awareness. WHEN IT COMES TO THE SUPERMARKETS THEY HAVE SHOPPED AT IN THE PAST 12 MONTHS, COLES AND WOOLWORTHS ARE ALMOST NECK IN NECK, ALTHOUGH COLES HAS A SLIGHT EDGE…

OF HIT NETWORK GROCERY BUYERS 25-54: Supermarket shopped at in the past 12 months:

100%

90%

80% 76% 74%

70%

60% 58%

50%

40% 33% 30%

20%

10% 9% 10% 6% 5% 5% 3% 3% 2% 2% 1% 1% 1% 0% Coles Woolworths Aldi IGA Costco Coles Woolworths Foodworks Foodland Harris Farm Drakes Ritchies Farmer None in the Other Online Online Jacks past 12 months

Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket shopped at – p12m MUCH THE SAME WHEN IT COMES TO THEIR CONSIDERATION SET, COLES AND WOOLWORTHS ARE KING, WITH ALDI TRACKING NOT TOO FAR BEHIND…

OF HIT NETWORK GROCERY BUYERS 25-54: Supermarket consider shopping at in the future:

100%

90%

80% 74% 71% 70% 64%

60%

50%

39% 40%

30% 23%

20% 18% 13% 12% 10% 8% 10% 6% 6% 5% 5% 4% 3% 2% 2% 0% Coles Woolworths Aldi IGA Costco Coles Online Woolworths Foodworks Foodland Harris Farm Ritchies Drakes Farmer Jacks Franklins Spar Pick & Pay Action Cut Price Online

Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket consider shopping at in the future. 20

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