Radio survey results mostly easy on the ears, TRB trumpets growth in multi-platform campaigns—UPDATED

  • Media
  • October 4, 2013
  • Ben Fahy
Radio survey results mostly easy on the ears, TRB trumpets growth in multi-platform campaigns—UPDATED

The T2 radio survey results are out. And they present a mostly positive picture for radio year-on-year. 

Covering thirteen markets, the survey showed that commercial radio reached 76 percent of all people aged 10 years and over each week. This equates to a cumulative audience of 2,222,700 commercial radio listeners weekly. That's down slightly on the same time last year, when it reached 78 percent.

Commercial radio reached 74 percent of all people aged 18-34 years and 80 percent of all people aged 25-54 years. 

Time Spent Listening has increased by 19 minutes to 16 hours and 44 minutes per week (from 16 hours and 25 minutes in T2 2012). And the demographic showing the highest increase in Time Spent Listening is the youth market (All 18-34), which now listens for an extra one hour and three minutes per week.

Comparing 2/2013 to 2/2012 across the key demographics, there has largely been growth in Cumulative Audience, Average Audience and Time Spent Listening, says Gill Stewart, general manager of The Radio Bureau. 

"The Radio Bureau is continuing to see significant growth driven through campaigns which incorporate radio’s full range of platforms," she says. "In the past four years alone, multiple platform revenue (and branded content) has grown in excess of 40 percent. Additionally, revenue from national reach products has grown substantially, which has helped position radio as a cost-effective national medium, yet still with the flexibility to allow for customised planning strategies." 

  • Check out the TRB's new ad showreel here

She says radio brands continue to embrace new technological innovations and engage audiences on new platforms, with three million Unique Browsers monthly, a Facebook community of almost 650,000 and over 665,000 downloads of New Zealand radio mobile apps across all stations.

"This multi-dimensional aspect of radio means that advertisers are getting more than just one medium, but rather a potent combination of four; ‘on-air, on-line, on-street and on-mobile’," she says. "The strength of the relationships that audiences have with radio is powerful. They form an emotional connection with their stations of choice, which provides an opportunity for context and affiliation with a particular show and brand. Radio offers advertisers the opportunity to tap into an existing, highly motivated audience that are prepared to engage. They can effectively go where the audience is." 

The survey was conducted over six weeks (the TNS stats use 12 midnight to 12 midnight, while TRB, because of its focus on agencies, uses 6am to 12 midnight) and it found that the network with the most listeners each week across the nation is The Edge, with 428,600 different listeners tuning in each week. NewstalkZB is in second place with 396,700, followed by ZM in third position with 355,400. The Breeze is in fourth place with 299,700, followed by The Rock in fifth position with 294,400. 

In Auckland, the survey sampled 3,108 people aged 10 years and over and, of the estimated 1,193,600 people in the area, 77 percent listened to a commercial radio station at some time during the week. The survey found that NewstalkZB had the most listeners, with 193,400 different people tuning in each week. The Edge was in second place with 141,000, followed by ZM in third place with 131,200. The Breeze was fourth with 125,000 and Mai FM was in fifth position with 116,900 listeners.

The commercial radio station with the highest market share in Auckland is Newstalk ZB with a 13 percent share of the market. Coast is in second place with eight percent share, followed by The Breeze in third place with 6.5 percent. The Edge is in fourth position with a six percent share and Classic Hits was in fifth with a six percent share. 

Breakfast results for Auckland (Mon-Fri 6am-9am) show Newstalk ZB with the highest share, with 19 percent of the commercial radio breakfast market followed by The Edge with a seven percent share. ZM is in third with a seven percent share and Coast is in fourth position at breakfast with six percent. The Breeze follows in fifth position with a six percent share of breakfast commercial radio listening in Auckland.

According to Radio Today:

Newstalk ZB again dominate Auckland with 13.0% of the market, and unlike Australian talk stations, not only does it lead in share, it is also the #1 station for cume in the market. 

Newstalk ZB fell slightly overall [in Auckland] driven by a decline 55+, however saw strong growth 25-54. Notably, the Mike Hosking Breakfast show increased 0.9% to 18.8%; and is the #1 Breakfast show by nearly 12%.

The leading music station, improving to 8.1%, is AC/Oldies Coast FM. The improvement for Coast was driven by 55+ and very strong workday figures.

Other notable results in Auckland:

  • The Breeze improved by 1% to 6.5% and has moved into the #3 position overall (up from 7th).
  • Flava improved by 1% to 4.3% and are now the #1 station for teens.
  • More FM has fallen heavily shedding nearly half it's audience; now ranked 15th in the market with a 2.0% share.
  • Mai FM has also had a decline of 1.4% to 4.3%, now ranked 7th overall.
  • The reworked Hauraki is yet to pay dividends, ranked 16th in Auckland on 1.6% driven by cume and TSL falls.

The margin of error on the Auckland results is ± 1.8% and National results ± 0.8% for all people 10+ years.

TNS is currently the supplier of research services to the radio industry, but that account is currently up for pitch as it reviews its research requirements. 

[1] The number of different listeners aged 10 years and over reached by each station per week

[2] The percentage share that each station has of the total listening done over a week by those aged 10 years and over

[3] The number of different listeners aged 10 years and over reached by each network per week

[4] The percentage share that each network has of the total listening done over a week by those aged 10 years and over

If you have a phobia of *, ^ or #, turn away now, because here's MediaWorks' release: 

MediaWorks Radio has increased its dominance of the national radio market, and remains the #1 network in every market in the 18-34, 25-44 and 25-54 demographics.*

The results are part of the latest radio survey, released today by TNS New Zealand, which shows MediaWorks Radio brands have 52.1% share of listening among 18-54 year-olds, compared with 33.3% for The Radio Network.#

The result is driven by exceptional results across the country with major wins for music brands and talk radio, including: 

  • The Edge remains the #1 radio station with 428,600 listeners tuning in each week.^
  • The Rock is the #1 station for Males.≠  Jono Pryor and Robert Taylor have taken the crown as the #1 Drive show,** with The Rock’s Morning Rumble Breakfast show #1 for the music brands. ##
  • RadioLIVE has increased its listeners by 14% nationwide in the target 40-64 demographic,^^ and seen 38% growth in Auckland,*** including an 141% increase for Duncan Garner’s Drive show. ≠≠
  • The Breeze is the #1 Station Nationwide in their target market of Females aged 35-59,### and is the #1 station in Wellington (All 10+),****  with Steve Joll and Kath Bier’s Breakfast show also #1. ≠≠≠ 
  • MoreFM continues to dominate the Christchurch market as the station with the most listeners,#### with Simon Barnett and Gary McCormick again having the #1 music Breakfast show.^^^^
  • The Sound remains the #1 Station Nationwide in their target market of 40-59 Males. ≠≠≠≠

“This is a truly exceptional result across the network. I’m incredibly proud of these numbers – they are the best possible reward for the hard work of our enormously talented teams around the country. To dominate the commercial demographics so convincingly is a fantastic result and will enable us to deliver even better solutions to our clients and partners.”

* TNS New Zealand Commercial National Survey 2/2013, Station Share (%) 18-34, Mon-Sun, 12mn-12mn, Station Share (%) 25-44, Mon-Sun, 12mn-12mn, Station Share (%) 25-54, Mon-Sun, 12mn-12mn,

# TNS New Zealand Commercial National Survey, Station Share (%), 18–54, Mon-Sun 6.00am-12mn

^ TNS New Zealand Commercial National Survey 2/2013, Cumulative Audience (000s), All 10+ Mon-Sun, 12mn-12mn

≠ TNS New Zealand Commercial National Survey 2/2013, Station Share (%) Males 10+, Mon-Sun, 12mn-12mn

** TNS New Zealand Commercial National Survey 2/2013, Station Share (%) All 10+ Mon-Fri 4pm-6pm

## TNS New Zealand Commercial National Survey 2/2013, Station Share (%) All 10+ Mon-Fri 6am-9am

^^ TNS New Zealand Commercial National Survey 2/2013, Cumulative Audience (000s), 40-64, Mon-Sun, 12mn-12mn

*** TNS New Zealand Commercial Auckland Survey 2/2013, Cumulative Audience (000s), 40-64, Mon-Sun, 12mn-12mn

≠≠ TNS New Zealand Commercial Auckland Survey 2/2013, Cumulative Audience (000s), 40-64, Mon-Fri, 3pm-6pm

### TNS New Zealand Commercial National Survey 2/2013, Station Share (%) Females 35-59, Mon-Sun, 12mn-12mn

**** TNS New Zealand Commercial Wellington Survey 2/2013, Station Share (%) All 10+, Mon-Sun, 12mn-12mn

≠≠≠ TNS New Zealand Commercial Wellington Survey 2/2013, Station Share (%) All 10+, Mon-Fri, 6am-9am

#### TNS New Zealand Commercial Christchurch Survey 2/2013, Cumulative Audience (000s), All 10+ Mon-Sun, 12mn-12mn

^^^^ TNS New Zealand Commercial Christchurch Survey 2/2013, Station Share (%) All 10+, Mon-Fri, 6am-9am

≠≠≠≠ TNS New Zealand Commercial National Survey 2/2013, Station Share (%) 40-59 Males, Mon-Sun, 12mn-12mn

And The Radio Network: 

Chief Executive of the Radio Network (TRN), Jane Hastings, says the latest TNS New Zealand Commercial Survey 2/2013 results released today show TRN has grown its overall audience across New Zealand at the expense of Mediaworks who have haemorrhaged 63,500 listeners*.

“Again we are number one nationwide in talk, music and sport+ continuing to dominate the household shopper audience, business decision makers and those with money to spend – the income earners*. Today’s advertisers are more targeted and demanding audiences that deliver results and this this is where TRN dominates.”

Hastings says Newstalk ZB’s dominance continues in talk but the most rewarding result is Radio Sport.

“Radio Sport is now the number two talk station* in New Zealand with more listeners than Radio Live.”

Hastings says Hauraki is tracking as expected increasing its share year on year, 25-44 males in Auckland+

“This is the audience we have been targeting with the new Hauraki. The station lost listeners in the 55-74 year old male* demographic which is to plan.

“On the flipside if you want to talk to females in New Zealand we dominate there with ZM number one in the country in all female segments from 18-54+. More importantly ZM takes first place nationwide over the Edge with the largest audience 25-44*.”

Another highlight for this survey period for Hastings has been Flava.

“This is the station if you want to talk to youth in Auckland ahead of stations like The Rock++. Flava has increased their audience by 42 per cent nationally* resulting in the largest increase in audience of any station in the country.”

GENERAL HIGHLIGHTS

-     Newstalk ZB is the number one radio station in New Zealand and the number one talk station+. The Mike Hosking ASB Breakfast is the number one breakfast show in Auckland and Christchurch and the most listened to breakfast show nationwide+. They have more than double the share of any other station in the 30+ Breakfast audience with solid growth in 25-44+.

-     Flava has the largest youth audience in Auckland++. It has the largest increase in audience of any station across the market*.

-     Radio Sport moves to number two talk station* in New Zealand with more listeners than Radio Live.

-     Classic Hits dominates its competitors - More FM nationally+* and beats the Breeze in the 25-54 audience*.

-     ZM takes the number one spot in the 25-44 audience for breakfast* dominating females in all segments between 18-54+.

-     Coast retains its number one music station title in New Zealand+ and retained the number one spot in Auckland 40-64+.

-     Radio Hauraki continued to grow in its key demographic of 25-44 males in Auckland*. Hauraki grew its 25-54 male share in Auckland year on year 1.8 to 4.3+, the Rock dropped from 11.7 to 7.2+. In Wellington Hauraki had significant increases.

NS New Zealand Commercial National Database Survey 2/2013

  * Station cume, (000s) all 10+ Monday-Sunday, 12mn-12mn

 + Station share (%), all 10+ Monday-Sunday, 12mn-12mn

++ Station share, (000s) all 10-17 years, Monday-Sunday, 12mn-12mn

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