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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

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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 1 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 Nova Network 1,229,000 KIIS Network 1,074,000 THE HIT BRAND - BRISBANE GB’s 25-54: 175,000 The Triple M brand 830,000 THE HIT BRAND - ADELAIDE GB’s 25-54: 101,000 Classic Hits/ Gold Network 695,000 THE HIT BRAND - SYDNEY SmoothFM Network 586,000 THE HIT BRAND - PERTH GB’s 25-54: 341,000 GB’s 25-54: 220,000 News Talk Network 312,000 THE HIT BRAND - MELBOURNE 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. HIT NETWORK GROCERY BUYING HABITS CLOSE TO, HIT NETWORK GROCERY BUYERS 25-54 VISIT THE SUPERMARKET 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 grocery store 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 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 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.
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