COMMERCIAL RADIO MARKET PROFILES 2018 VICTORIA CONTENTS INTRODUCTION 3 REFERENCES 4 MARKET STATIONS 5 Ballarat Power FM, 3BA FM 5 Bendigo Bendigo’s Hit 91.9, Triple M 93.5 Bendigo 9 Colac MIXX FM 106.3, 3CS 13 Geelong Bay 93.9, K rock 95.5 17 Hamilton MIXX FM, 3HA 21 Horsham MIXX FM, 3WM 25 Maryborough Gold Central Victoria 29 Melbourne KIIS 101.1, Gold 104.3, 3AW 693, Macquarie Sports Radio 1278, 33 Nova 100, smoothfm 91.5, 1116 SEN, Fox FM 101.9, Triple M 105.1 Mildura Sunraysia’s Hit 99.5, Sunraysia’s 97.7 Triple M, River 1467 37 Sale GOLD 1242 & GOLD FM 98.3, TRFM 41 Shepparton Goulburn Valley’s Hit 96.9, Goulburn Valley’s 95.3 Triple M 45 Swan Hill MIXX FM, 3SH 49 Wangaratta 102.1 Edge FM, 1566 3NE 53 Warragul Gippsland’s Hit 94.3, 531 3GG Forever Classic 57 Warrnambool 95.3 Coast FM, 94.5 3YB FM 61 DATA TABLES 65 2016 CENSUS OF POPULATION & HOUSING i 2016 HOUSEHOLD EXPENDITURE SURVEY xv 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 BALLARAT POWER FM • 3BA FM Station Name Power FM 3BA FM Call Sign 3BBA 3RBA Frequency 103.1 MHz 102.3 MHz Network Grant Broadcasters Grant Broadcasters Address PO Box 360, Ballarat, VIC 3353 PO Box 360, Ballarat, VIC 3353 Phone 03 5331 1333 03 5331 1333 Email [email protected] [email protected] Web Address powerfmballarat.com.au 3ba.com.au Description of Content/Format Contemporary Hit Radio Adult Contemporary/Classic Hits Demographic Profile of Station Audience 18-39 35+ Commercial Radio Australia 5 BALLARAT Ballarat is Victoria’s largest inland city located to the west of Melbourne on the Western, Midland, Glenelg and Sunraysia Highways, making Ballarat a transport hub of Regional Victoria. The city is linked to Melbourne via expressway and fast-rail link, with travel time just over one hour. Ballarat is the focal point for shopping, education, commerce and medical services in Western Victoria. In comparison to the 2011 census, the population of Ballarat has increased by 6.75% to 147,322. The birthplace for 86% of the population was Oceania including Australian, New Zealander, Indigenous and Islander persons. Ballarat boasts substantial educational establishments including The University of Ballarat and the Australian Catholic University. Located adjacent to the University of Ballarat is the Greenhill Enterprise Centre, the only Victoria Information Technology Business Incubator outside of Melbourne. 29,560 people (20%) were attending an educational institution in 2016; of these, 42% were either in infants or primary, 32% were attending a secondary educational institution, 20% attending University or another tertiary institution and 6% attending TAFE. 57,182 people (39%) already have a tertiary qualification; of these, 37% have a degree and 63% have a certificate, diploma or another tertiary qualification. Of the total dwellings (55,472) in Ballarat, 36% of dwellings are owned outright and 35% are mortgaged. Private rental properties represent 22% of total dwellings. 24% of the total households in Ballarat have a household income range between $21,000 – $41,999pa; 25% between $42,000 – $77,999pa; 11% between $78,000 – $103,999pa; and 22% over $104,000pa. AGRICULTURE Agriculture is an important part of the local economy. Ballarat is a wool-producing district. The farms in the district support over 1 million sheep and lambs. Ballarat also produces a range of cereal crops and has a strong dairy industry. Over 80 thousand tonnes of wheat for grain and 127 thousand tonnes of cereals for grain were produced. Ballarat’s livestock yards are the largest in regional Victoria. They are the focal point for stock sales in the western and central regions of Victoria. There are over 54 thousand beef cattle and nearly 8 thousand dairy cattle. EMPLOYMENT The majority (53%) of the labour force of 69,369 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/Construction. Attractions include: The Sovereign Hill, The Gold Mining Exchange, Eureka Stockade and events such as the Ballarat Begonia Festival. 6 Commercial Radio Market Profiles BALLARAT AGE COHORTS OCCUPATION Market Employment classification Total Occupations Age Male Female Total population Managers/Professionals 21,361 33.01% 10+ years 62,747 65,957 128,704 87.36% Technicians & trade workers/ 17,368 26.84% 0-9 years 9,586 9,032 18,618 12.64% Community & personal service workers 10-17 years 7,356 6,878 14,234 9.66% Clerical & administrative workers 7,848 12.13% 18-24 years 6,463 6,257 12,720 8.63% Sales Workers 6,260 9.68% 25-39 years 12,364 12,963 25,327 17.19% Machinery operators & drivers/Labourers 10,861 16.79% 40-54 years 14,328 15,304 29,632 20.11% Not stated 1,003 1.55% 55-64 years 9,700 10,239 19,939 13.53% Total 64,701 100% 65-74 years 7,997 8,099 16,096 10.93% 75+ years 4,539 6,217 10,756 7.3% INDUSTRY Total 2011 population 67,271 70,733 138,004 Industry Total Workforce Total 2016 population 72,333 74,989 147,322 100% Agriculture, forestry & fishing 2,991 4.66% % change 2011-2016 6.75% Mining 384 0.6% Manufacturing/Electricity, gas, water & 11,484 17.88% LABOUR FORCE waste services/Construction Wholesale trade/Retail trade/ 12,754 19.85% Employment