Download presentation
Presentation is loading. Please wait.
1
GfK AustraliaN Share of Audio 2016
TM Deb Hishon, Head Client Service, Radio.
2
Project methodology Representative sample, using multimode recruitment
Objectives Recruitment Survey Tool Incentives Identify what Australians are listening to in its entirety AM/FM/DAB+, App listening, Pandora, Spotify, Apple Music, Online music, TV music channels, owned music and other N= 1,000 aged 10+ recruited from previous radio ratings respondents, including both listeners and nil listeners 80% via CATI / 20% online Nationally representative across SMBAP Customised radio diary completed for 7 days, by quarter hour Place of listening also included $10 per returned and completed diary
3
The GfK Audio Diary
4
Recruitment and Sample Composition – Age/Gender
Age Range Population Recruitment Sample 10-17 10.5% 11.9% 10.9% 18-24 9.7% 6.3% 25-39 26.3% 25.0% 20.2% 40-54 23.1% 23.0% 21.8% 55-64 12.8% 13.7% 17.3% 65+ 15.4% 16.7% 23.5% Gender Population Recruitment Sample Male 49.4% 47.1% Female 50.6% 52.9% Source: GfK Share of Audio 2016
5
Recruitment and Sample Composition
Population Recruitment Sample Sydney 32.1% 31.0% 31.8% Melbourne 31.9% 31.7% 30.8% Brisbane 14.6% 15.4% 14.9% Adelaide 8.4% 9.2% 10.2% Perth 13.0% 12.7% 12.4% Listener 91.2% 96.0%* Nil Listener 8.8% 4.0% * Listener to any audio Source: GfK Share of Audio 2016
6
The audio types captured in the diary
Live Australian Radio all platforms Non Australian Radio Streaming (Pandora Spotify Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio Source: GfK Share of Audio 2016, P10+
7
How has Other Audio been defined?
The majority of Other Audio has been clarified with the respondent Included: Audio Books Music playing at various locations (gym, shopping centres, place of work) DJ, pub music and parties Live concerts Removed: Television / movie / video viewing Gaming PA announcements Church Source: GfK Share of Audio 2016, P10+
8
Share of listening
9
Share of Audio – Share of time spent listening
64.9% 0.9% 9.2% 3.7% 2.1% 3.5% 13.0% 2.6% Live Australian Radio accounts for nearly two thirds of audio listening Live Australian Radio All platforms Non Australian Radio All Platforms Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio Source: GfK Share of Audio 2016, P10+
10
Share of listening by streaming service…
1.7% 5.8% 1.7% Source: GfK Share of Audio 2016, P10+
11
Younger audiences continue to spend the larger share of their listening time tuning into to Live Australian Radio Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years 18-24 years 25-39 years Source: GfK Share of Audio 2016
12
Who is listening to what?
39.8% of 10-17’s listening is to Live Australian Radio Source: GfK Share of Audio 2016
13
Who is listening to what?
69.5% of 40-54’s listening is to Live Australian Radio Source: GfK Share of Audio 2016
14
When are people listening?
82.6% of breakfast listening is to Live Australian Radio Source: GfK Share of Audio 2016, P10+
15
Daily time spent listening
16
Average daily time spent amongst People 10+
2:12 0:02 0:19 0:08 0:04 0:07 0:26 0:05 Australians listen to Live Australian Radio seven times longer than the three streaming services combined. Live Australian Radio All platforms Non Australian Radio All Platforms Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio Source: GfK Share of Audio 2016, P10+, Hrs:Mins
17
People spend more time each day listening to Live Australian radio
2hrs 12mins 12 mins 4 mins 3 mins Source: GfK Share of Audio 2016, P10+
18
Live Australian Radio dominates younger audiences Number one platform consumed by 10-39s each day
1hr 36mins 1hr 30mins 1hr 30mins 56 mins 58 mins 23 mins 18 mins 19 mins 7 mins 8 mins 5 mins 6 mins 3 mins 5 mins Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years 18-24 years 25-39 years Source: GfK Share of Audio 2016
19
Live Australian Radio dominates older audiences
4hrs 30mins 3hrs 30mins 2hrs 30mins 1hr 30mins 3hr 56mins 3hrs 6mins 2hrs 26 mins 6 mins 3 mins 2 mins 2 mins 1 mins 3 mins 0 mins 0 mins 1 mins Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora 40-54 years 55-64 years 65+ years Source: GfK Share of Audio 2016
20
Audio reach
21
Share of Audio – % people who listen daily (daily reach)
69.7% 1.7% 12.4% 6.0% 3.8% 22.0% Live Australian Radio has 5 times the daily reach of the combined streaming services Live Australian Radio All platforms Non Australian Radio All Platforms Streaming (Pandora, Spotify, Apple Music) Online Music Videos TV Music Channel Podcasts Owned Music Other Audio Source: GfK Share of Audio 2016, P10+
22
3.3% 7.7% 2.7% % people who listen daily, by streaming service
Live Australian Radio has 9 times the daily reach of Spotify, almost 25 times the reach of Pandora 3.3% 7.7% 2.7% Source: GfK Share of Audio 2016, P10+
23
Live Australian Radio has the highest daily reach with younger audiences than any other audio
Live AU has 3 times the reach than Spotify for & over 14 times the reach as Pandora Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora years 18-24 years 25-39 years Source: GfK Share of Audio 2016
24
Live Australian Radio dominates reach tool for older audiences than any other audio
Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora Live Australian Radio Streaming Spotify Apple Music Pandora 40-54 years 55-64 years 65+ years Source: GfK Share of Audio 2016
25
Sharing audiences
26
Sharing audiences – AU Radio and Spotify
% of people 10+ who listen daily 84.6% of Spotify listeners also listen to AU Radio on a weekly basis Source: GfK Share of Audio 2016, P10+
27
Sharing audiences – AU Radio and Pandora
% of people 10+ who listen daily 86.1% of Pandora listeners also listen to AU Radio on a weekly basis Source: GfK Share of Audio 2016, P10+
28
Sharing audiences – AU Radio and Apple Music
% of people 10+ who listen daily 81.3% of Apple Music listeners also listen to AU Radio on a weekly basis Source: GfK Share of Audio 2016, P10+
29
is the dominant audio platform
Australian radio is the dominant audio platform Australian radio accounts for nearly two thirds of all audio listening Australian radio is the no. 1 audio platform consumed by year olds each day Over 80% of Spotify, Pandora and Apple Music’s audiences can be reached by Australian radio. Australians spend nearly twice as long listening to Australian radio than all other audio platforms combined Live AU to dominate the audio landscape with a share of 64.9% of all audio listening Live Australian Radio has 5 times the daily reach of the combined streaming services; 9 times the daily reach of Spotify, almost 25 times the reach of Pandora People 10+ spend 11 times longer listening to Live Australian Radio than the nearest streaming service, Spotify Across the demographics, Live Australian Radio accounts for the largest proportion of their audio listening; including 18-24’s Over 80% of Spotify, Pandora and Apple Music’s audiences can be reached by Live Australian Radio.
30
Need more information? Please visit www.radioitsalovething.com
Go to the Why Radio? tab and select Radio Dominates Audio (2016) for Radio ads GfK Share of Audio video Conference presentation And more… Or contact Commercial Radio Australia on
31
Questions
Similar presentations
