GfK RADIO INSIGHTS NEW ZEALAND What is really happening with younger listeners to commercial radio in New Zealand? Auckland, June 7, 1pm NZST Commercial radio listening remains strong amongst people aged 10-29, with more than three quarters (76.7% or 1,046,200) of them listening to commercial radio each week+. 55% (750,200) of these younger listeners are also listening to commercial radio across both breakfast (Mon- Fri 6am-9am) and again over half (58.5%/797,900) are listening throughout the workday (Mon-Fri 9am- 5pm)+. On average, younger audiences listen to commercial radio for 13hrs 48mins each week, and those living in regional areas listening for longer than those in metro areas (14hrs 53mins vs. 13hrs 19mins). Radio Broadcasters Association CEO Jana Rangooni says “these results are evidence of the efforts that commercial radio brands go to in order to remain highly relevant entertainment and information sources to consumers of all ages. Ten years ago the weekly cume and TSL figures were 84.1% and 15:38 hrs/mins respectively^. She goes on to caution people “exaggerating the impact of services like Spotify which is primarily a great replacement for the time spent listening to the likes of CD’s or ITunes. Spotify doesn’t provide news and information or entertaining breakfast and drive shows and in fact all new sources of information and entertainment compete for radio consumers time”. Further to this, the GfK Share of Audio# study conducted in Australia late last year showed that Spotify has only a 6% share of all audio listening for people aged 10 years and only reaches 16% of people 10-29 on a daily basis. NZ commercial radio clearly continues to dominate in this space, reaching over half of people aged 10-29 (55.4%) daily>. Younger audiences have different listening habits to older audiences Younger audiences do most of their listening during the breakfast (Mon-Fri 6-9am) and afternoon (Mon-Fri 12-4pm) dayparts and are listening at home. When compared with commercial radio listeners aged 30+, listeners 10-29 have a larger share of their listening from Mon-Fri 4pm-12mn, and a higher proportion of listening at work, in car or elsewhere*. Most 10-29 year old commercial radio listeners listen to AM/FM stations via a radio, however are more likely to be listening via the internet and other devices than those aged 30 years and over. Method of listening Device Used Internet AM/FM Radio Mobile/Tablet PC TV People 10-29 28.7% 95.9% 95.7% 21.9% 7.3% 6.2% People 30+ 14.7% 97.5% 98.3% 9.2% 4.1% 2.9% Both of New Zealand’s two major radio owners MediaWorks and NZME place a lot of emphasis on what they need to be doing to continue to maintain and grow younger audiences. Group Head of Content at NZME Mike McClung says, “Connecting with younger audiences requires an adaptive approach. What might be the hottest artist, brand or social media platform now, may be dead in the water in six months. We’re having great success this year with our ZM Snapchart concept at night. Snap Chart is your traditional radio countdown but all communication between the hosts and the audience is via Snapchat.” While Snapchart host Cam Mansel adds “It’s great using Snapchat to connect with our audience. Being able to see our listeners faces when they snap through, and send them a video back gives us a great one on one connection with the people engaged with our show with things like this video” https://www.facebook.com/ZMChart/videos/1322393221151817/ Group Content Director at MediaWorks Leon Wratt says, "We have always had a strong line-up of stations aimed at the younger audience and our concentration has been to continually connect with this audience whenever and wherever they are. From dedicated social channels to our latest digital streaming platform, Rova, our hosts are able to create an engaging environment that allows this generation to contribute and be content curators”. Remaining personable and relevant by partnering with the biggest music events in the country also assists us in maintaining the younger MediaWorks audience”. Steph Monks from The Edge 30 says, "We love having the ability to instantly connect with our audience by offering them a range of ways to keep in touch. Whether it's Twitter, Facebook, Instagram, or Snap Chat, we can accommodate all types of feedback and reply immediately." "Facebook and Instagram Live has meant that we are able to receive feedback on the whim and react instantly to our audiences requests and demands. It also means we can keep our interaction continuous with our listeners when the microphones are off. That’s the difference now with our audience, our mics are always on!". https://www.facebook.com/theedge30/videos/1581451415198383/ Radio advertising has a positive impact on younger audiences. Within 7 days of hearing a product or service advertised on radio: Younger audiences are more connected with social media and are engaged with technology. Social media plays an important role for 10-29 year old commercial radio listeners. 41.3% use social media in their pre-purchase decisions. Internet search (85.5%) and Word of Mouth (75.9%) are the most popular information sources for this group. Engage more with social media, when compared with commercial radio listeners aged 30+. Use social media at least weekly 88.4% Any social media 75.8% 31.1% Any radio station social media 19.4% 77.8% Facebook 62.9% 26.7% Radio station Facebook 15.1% 14.1% Twitter 7.0% 4.0% Radio stationTwitter 1.7% 43.7% Instagram 12.6% Listeners 10-29 Radio station Instagram 9.7% 2.4% Listeners 30+ Purchase intent for technology products is higher amongst 10-29 year old listeners, than listeners aged 30+. When compared with commercial radio listeners aged 30+, listeners aged 10-29 are also more likely to… Source: GfK Radio Ratings Survey 1 2017, Total NZ, Mon-Sun 12mn-12mn, People 10-29, % of commercial radio listeners (based on cume audience) (unless otherwise stated). +GfK Radio Ratings Survey 1 2017, Total NZ, Mon-Sun 12mn-12mn, People 10-29, cumulative audience (unless otherwise stated). > GfK Radio Ratings Survey 1 2017, Total NZ, Mon-Sun 12mn-12mn, People 10-29, daily cumulative audience. # 2016 GfK Share of Audio Study, SMBAP Australia, Mon-Sun 12mn-12mn. For more information please visit Commercial Radio Australia’s website at http://radioitsalovething.com.au/Why-Advertise-on-Radio/Radio-Dominates-Audio.aspx ^TNS National S2/2007, Mon-Sun 12mn-12mn, People 10-29, All Commercial Radio. *Share of listening figures calculated based on average audience. Please note: Metro refers to the combined results for Auckland, Wellington & Christchurch; Regional refers to the combined results for Dunedin, Hawke's Bay, Manawatu, Nelson, Northland, Rotorua, Southland, Taranaki, Tauranga & Waikato For more information, please contact Libby May, Account Director, Radio, T +64 275 677 333, [email protected] or Jana Rangooni, Chief Executive, Radio Broadcasters Association T +64 212 446 617, [email protected] About GfK GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long- standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. 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