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1 HIT NETWORK GROCERY BUYERS 2018 METRO GROCERY BUYERS 25-54 | NOVEMBER 2018
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HIT NETWORK GROCERY BUYERS 2018METRO 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
trusted and authentic media, rating it almost twice as high
as TV and more than double online.
42%
24%
18%
15%
3%
47%
24%
20%
12%
4%
41%
29%
21%
18%
4%
Radio TV Online Newspapers/Magazines
Outdoor
KE
Y
Trustworthy Authentic Information
is Trusted
Radio also leads the way in providing credible and trusted news content for listeners,
with over half of listeners saying that online is full of ‘fake news’.
53%Think radio is a credible
source of news
C R E D I B I L I T Y
51%Think radio is a
trusted source of news
T R U S T E D
52%Think radio is a quality
source of news
Q U A L I T Y
Source: GFK Radio Insights July 2017.
RADIO CONNECTS LOCAL COMMUNITIES.
Source: GFK Radio Insights July 2017.
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%Think radio connects
them more to their
community
63%Think radio provides
relevant local news
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%)
AN INTERACTIVE CONNECTION AND A TRUSTED SOURCE.
Source: GFK Radio Insights August 2017 – Multi-Platform.
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.
“You can keep up to date with your favourite
radio station and when you interact, you know
you can trust them and you know the station
gets involved with their listeners.”
Radio’s success in these new areas provides listeners with
more ways to deepen their relationship with their favourite
radio stars and continue to engage with them outside of
program on-air times.
52%Of 10-39 year olds seek
more information about a
product or service after
hearing an endorsement by
a radio presenter
37%Of radio listeners seek
more information on a
product or service after
hearing it endorsed by a
radio presenter
26%Of people say their
favourite radio
personalities influence their
opinions
WHY THE HIT BRAND?
THE HIT BRAND IS #1 WHEN IT COMES TO REACHING GROCERY BUYERS 25-54 ACROSS METRO
AUSTRALIA….
grocery buyers 25-54 across metro markets each week
T H E H I T B R A N D R E A C H E S …
1,230,000REACH OF GROCERY BUYERS 25-54
NATIONAL- METRO
21,000
312,000
586,000
695,000
830,000
1,074,000
1,229,000
1,230,000
Macquarie Sport
News Talk Network
SmoothFM Network
Classic Hits/ Gold Network
The Triple M brand
KIIS Network
Nova Network
The Hit brand
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.
THE HIT BRAND - PERTH
GB’s 25-54: 220,000
THE HIT BRAND - ADELAIDE
GB’s 25-54: 101,000
THE HIT BRAND - BRISBANE
GB’s 25-54: 175,000
THE HIT BRAND - SYDNEY
GB’s 25-54: 341,000
THE HIT BRAND - MELBOURNE
GB’s 25-54: 395,000
HIT NETWORK GROCERY
BUYING HABITS
HIT NETWORK GROCERY BUYERS 25-54 VISIT THE SUPERMARKET AT LEAST SEVERAL TIMES A WEEK1 in 2
3%
44%39%
8%
2% 2%
Everyday Several times a week Once a week Once a fortnight Once a month Less often
How often do you visit the supermarket?
OF HIT NETWORK GROCERY BUYERS 25-54
CLOSE TO,
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…
9% 8%11% 11% 11%
21%
13%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday No set day -Just
wheneverneed
Days of the week go grocery shopping:
OF HIT NETWORK GROCERY BUYERS 25-54
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.
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
Time of day visit their main supermarket:
OF HIT NETWORK GROCERY BUYERS 25-54
30%27%
23%
6%2%
12%
30%
36%
9%5%
2%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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.
Anytime before 1pm is the most popular time of day Hit Network grocery
buyers 25-54 are visiting the supermarket, while of a weekend the afternoons
are the most popular.
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
store/ brand.
62%listened to radio in the
13 minutes
prior to shopping!
Plus,
Frequency visit their main supermarket: Main shop vs. Top up shop
OF HIT NETWORK GROCERY BUYERS 25-54
50%
18%
7%3% 2%
10%8%
27%
22%
13%
5%3%
14% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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 mainshop/ 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.
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
top up shop once or twice a week.
THE MAJORITY OF HIT NETWORK GROCERY BUYERS DO ONE MAIN SHOP AND ONE OR
TWO TOP UP SHOPS PER WEEK…
Average weekly spend at the supermarket:
OF HIT NETWORK GROCERY BUYERS 25-54
2%6%
19%
29%
22%
12%
5% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Under $20 $20 - $49 $50 - $99 $100 - $149 $150 - $199 $200 - $249 $250 - $299 $300+
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.
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.
THE MAJORITY OF HIT NETWORK GROCERY BUYERS DO ONE MAIN SHOP AND ONE OR
TWO TOP-UP SHOPS PER WEEK…
21% SPEND MORE THAN $200 ON AN AVERAGE WEEKLY SHOP
72% SPEND MORE THAN $100 ON AN AVERAGE WEEKLY SHOP
HIT NETWORK GROCERY BUYERS ARE LIKELY TO BE DRIVEN BY PRICE AND AUSTRALIAN MADE
PRODUCTS WHEN GROCERY SHOPPING
SUPERMARKET ATTITUDES:
OF HIT NETWORK GROCERY BUYERS 25-54:
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
and bargains and say they often switch
brands due to price.
Plus, they value Australian made
products and constantly on the look out
for new brands in the supermarket. These
grocery buyers are likely to have the
consumer attributes you’re looking for.
SAY THEY SHOP A LOT FOR
SPECIALS AND BARGAINS
68%SAY THEY OFTEN SWITCH BRANDS
FOR FOOD DUE TO BARGAINS/ SPECIAL
OFFERS
67%SAY THEY
ALWAYS BUY FRUIT/ VEGIES/ MEATS AT THE SUPERMARKET
58%SAY THEY TRY TO BUY PRODUCTS
THAT ARE AUSTRALIAN MADE
57%SAY PRIVATE LABEL
OFFERS SAME QUALITY AS WELL-KNOWN BRANDS
54%
SAY THEY TRY TO BUY HOUSEHOLD PRODUCTS THAT WON'T POLLUTE
THE ENVIRONMENT
49%SAY THEY ALWAYS
READ PRODUCT LABELS
46%SAY THEY LOOK OUT FOR NEW
BRANDS AT THE SUPERMARKET
47%SAY THEY PAY
EXTRA FOR WELL-KNOWN BRANDS
35%SAY THEY DON'T
HAVE TIME TO SHOP AROUND FOR DAY TO DAY THINGS
32%
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket Attitudes.
IT IS INTERESTING TO NOTE THAT NOT ONLY ARE CLOSE TO 3 IN 5 HIT NETWORK GROCERY BUYERS
25-54 ARE PARENTS, BUT THEIR KIDS ARE INFLUENCING THEIR PURCHASE DECISIONS TOO…
SUPERMARKET ATTITUDES:
OF HIT NETWORK GROCERY BUYERS 25-54:
It is important for brands to understand the power children have on the purchasing choices and habits of
their parents, particularly with more than 3 in 5 Hit Network grocery buyers 25-54 being parents. Nearly
2 in 5 of these Hit Network grocery buyers say their children influence the purchase decisions for food
and more than 1 in 3 say their kids influence their decision for clothing.
SAY THEY KEEP AN EYE ON THEIR KIDS EATING
BECAUSE OF CONCERNS ABOUT
OBESITY
40%SAY THEIR
CHILD/CHILDREN INFLUENCE PURCHASING
DECISIONS FOR FOOD
37%
SAY WHEN THEIR KIDS COMES GROCERY
SHOPPING THEY TEND TO SPEND MORE
34%SAY THEIR KIDS
INFLUENCE PURCHASING
DECISIONS FOR CLOTHING
34%
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket Attitudes.
ARE PARENTS
63%
SUPERMARKET BRANDS
IT IS NO SURPRISE THAT COLES AND WOOLWORTHS ARE THE SUPERMARKET FIRST TO
MIND AMONG HIT NETWORK GROCERY BUYERS….
77%
72%
51%
39%
13%
6% 6% 5% 4% 3%1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coles Woolworths Aldi IGA None Costco Other Foodworks Foodland Don't know Action Bi-Lo Farmer Jacks Franklins Harris Farm Ritchies
Supermarkets first to mind…
OF HIT NETWORK GROCERY BUYERS 25-54:
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket awareness.
WHEN IT COMES TO THE SUPERMARKETS THEY HAVE SHOPPED AT IN THE PAST 12
MONTHS, COLES AND WOOLWORTHS ARE ALMOST NECK IN NECK, ALTHOUGH
COLES HAS A SLIGHT EDGE…
76%74%
58%
33%
10% 9%6% 5% 5%
3% 3% 2% 2% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coles Woolworths Aldi IGA Costco ColesOnline
WoolworthsOnline
Foodworks Foodland Harris Farm Drakes Ritchies FarmerJacks
Spar None in thepast 12months
Other
Supermarket shopped at in the past 12 months:
OF HIT NETWORK GROCERY BUYERS 25-54:
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket shopped at – p12m
74%71%
64%
39%
23%
18%
13% 12%10%
8%6% 6% 5% 5% 4% 3% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coles Woolworths Aldi IGA Costco Coles Online WoolworthsOnline
Foodworks Foodland Harris Farm Ritchies Drakes Farmer Jacks Franklins Spar Pick & Pay Action Cut Price
Supermarket consider shopping at in the future:
OF HIT NETWORK GROCERY BUYERS 25-54:
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. The Hit Network. Supermarket consider shopping at in the
future.
MUCH THE SAME WHEN IT COMES TO THEIR CONSIDERATION SET, COLES AND
WOOLWORTHS ARE KING, WITH ALDI TRACKING NOT TOO FAR BEHIND…
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THANK YOU!Look forward to another fantastic partnership ahead!
