2. RADIO SPORT
AUDIENCE SEGMENTS

3. Large portion of empty nesters
RADIO SPORT AUDIENCE AT A GLANCE
There are 186,400* people who listen to Radio Sport. What do we know about this audience at a glance?
Large portion of empty nesters
Majority (76%) are 40+ years old, and the average age is 52 (compared to the NZ population average of 44)
Average household income: $127,800 – 28% higher than overall NZ population
76% are home owners – 37% are mortgage-free
Most listeners are men
80% are of NZ/European ethnicities – 12% higher than overall NZ population
83% were born in NZ
The majority of Radio Sport listeners are high profile businessmen. They are also empty nesters or adults with children.
In their spare time, they enjoy family meals, going for walks, gardening, eating out and watching live sports.
Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Target: Listened to Radio Sport L7D
*GfK Radio Ratings 2018, Commercial Radio Stations, Total NZ 2/2018, All People 10+, Mon-Sun 12mn-12mn, Cumulative Audience

4. RADIO SPORT AUDIENCE: LIFESTAGE YOUNG FAMILIES (25%) 90% male
Average HHI: $138,000
INDEPENDENTS
(8%)
Young guns (82% male) with high household incomes
77% are home owners
2 out of 5 are business decision makers – they have an average annual business decision makers value of $71k
93% are in paid employment and 83% work full time
Half intend to make home renovations in the next 12 months
9 out of 10 are in paid employment, most of whom work full-time
They are tech savvy and prefer shopping online
They have busy social lives and their friends look to them for advice on major purchase decisions
OLDER FAMILIES
(23%)
79% male
Average HHI: $147,900
EMPTY NESTERS
(39%)
78% male
Average HHI: $102,000
77% are home owners
43% are business decision makers and they have an average annual business decision makers value of $84k
Over half intend to make home renovations, and they intend to spend an average of $13,000 on them
They have children who are older, so have more time to spend on leisure activities
They are retired (38%) or are planning their retirement
Most have savings/investments and 3 out of 5 are home owners without mortgage
With no kids at home, they have more time and disposable income than ever
3 out of 5 say their garden is as important to them as any other room in the house
Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Base: Listened to Radio Sport L7D

5. RADIO SPORT AUDIENCE: THEIR HOME, FAMILY AND WORK LIVES FAMILY HOME
There’s so much more to our Radio Sport audience than their interest in sports alone.
FAMILY
45% live in households with children and 35% have grandchildren. They are family-oriented. Half say they spend most of their spare time with their family, and 3 out of 4 say it is more important to have a family than a successful career. They appreciate flexible working arrangements to balance their family and work lives.
HOME
Radio Sport listeners are more likely than the overall NZ population to be home owners, and to be mortgage-free. They keep up to date on ways to improve their home. 56% have done home renovations in the last 12 months. Over half say their garden as important as any other room in the house.
WORK
The Radio Sport audience are hard workers. They are 27% more likely than the overall NZ population to be in paid employment, and 58% work full-time. Almost half say their work is more important to them than just a job, and a third are in the top three occupations.
Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Base: Listened to Radio Sport L7D

6. RADIO SPORT AUDIENCE: RADIO CONSUMPTION OTHER STATIONS THEY LOVE:
Newstalk ZB – 38%
The Hits – 19%
Coast – 19%
ZM – 18%
Radio Hauraki – 17%
On weekdays, radio usage peaks between 6am-9am. 64,200* people tune in to Radio Sport at this time – probably while driving to work. Radio usage peaks again between 4pm-6pm on weekdays, with 72,600* listening to Radio Sport at this time.
On weekends, radio usage is highest late morning. 45,300* engage with Radio Sport between 9am-midday.
Radio Sport Audience:
Over three times more likely than the overall NZ population to engage with Newstalk ZB
Over two times more likely to engage with The This, Coast and Radio Hauraki
Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Target: Listened to Radio Sport L7D
*GfK Radio Ratings 2018, Commercial Radio Stations, Total NZ 2/2018, All People 10+, Cumulative Audience

7. TOTAL NZME PRINT REACH:
RADIO SPORT AUDIENCE:
ONLINE & PRINT CONSUMPTION
NZME REACHES 79% OF THE RADIO SPORT AUDIENCE THROUGH PRINT AND DIGITAL CHANNELS TOO
TOTAL NZME ONLINE:
67%
nzherald.co.nz reaches 52% of the Radio Sport audience. Top channels they engage with are National (37%), Business (27%) and Sport (24%)
NZME PRINT BRANDS
% OF RADIO SPORT AUDIENCE
The NZ Herald
34%
Timeout
16%
The Business
Canvas
15%
The Weekend
Travel
14%
Herald on Sunday
TOTAL NZME PRINT REACH:
43%
The Radio Sport audience are 21% likely than the overall NZ population to also engage with NZME online, and are 36% more likely to engage with NZME print.
Nielsen CMI Fused Q Q1 18 Jun 18 TV/Online - NZME. Base: Listened to Radio Sport L7D