T2 2011 Survey Release

Please note, this is a top line summary only and all TRB figures are based upon Monday to Sunday 6am-12mn unless otherwise stated.

TRB results may differ from those of other parties that use different dayparts.

 
 
 

Gill Stewart, General Manager, The Radio Bureau

The latest radio audience measurement survey across thirteen markets highlights growth in national and Auckland commercial radio cumulative audiences over the same survey release period last year against all major demographics.
 

Commercial Radio Cumulative Audience

 
 

 

 

 

 

 

 

 

Source: Research International, Mon-Sun 6am-12mn

Radio audience listenership trends over the past decade demonstrate a 12% growth in cumulative audience levels (All people 10 plus, Mon-Sun 6am-12mn); and since the introduction of Online revenue measurement (Advertising Standards Authority) radio continues to enjoy a stable share of advertising revenue of between 11% and 12%.

Radio continues to provide advertisers with opportunities to align with strong station brands, essentially leveraging the personal relationship and strong connectivity between station and audience to endorse their advertising messages – not only on-air but also via station websites.

Radio has remained relevant by adapting more naturally and readily to the online space. Content is still king; stations are continuously creating and generating content that provides advertisers and audiences with an environment that is relevant, targeted and engaging whilst platform-specific content provides audiences with layers of engagement that takes them far beyond online competitions.

For example, last month, there were 1,001,678 Unique Browsers across all radio stations and 10,573,203 Page Impressions; that’s an average 10 pages per browser, and demonstrates very clearly the deep engagement that listeners have with radio.

For Youth brands, the story is even stronger with 624,230 Unique Browsers across all Youth stations and 8,308,935 Page Impressions giving us an average 13 pages per browser. Over the past 2 years, Unique Browsers across all Youth stations have increased 71% with a growth in Page Impressions of 73%. Similarly, Youth cumulative audiences have remained unchanged over the past 7 years.

With over 750,000 Facebook friends commercial radio is a key player in the social media space, and recent releases of iPhone and Android applications continue to showcase the relevance and innovative delivery of radio.

Visit TRB's Online Showcase  which highlights highly successful, integrated case studies. 

During the first half of this year, The Radio Bureau experienced double digit revenue growth (10.1%) and this looks set to continue for the remainder of this year, demonstrating that advertisers are voting with their dollars and using radio to deliver results.

Source: Research International, Mon-Sun 6am-12mn 

Gill Stewart, General Manager, The Radio Bureau

 
 
 

Macro Results: National

  • Household Shoppers with kids are listening to Radio for longer with Time Spent Listening up from 15hrs 10min to 16hrs 6 mins per week.
  • Newstalk ZB has retained its position as the number 1 station nationally with a share of 12.1% (All people 10+).
  • The Edge maintains its position as the station with the highest number of listeners with a cumulative audience of 424,500 listeners (All people 10+). More FM Breakfast had the largest growth up 1.5 share points to 8.6%, however Newstalk ZB still dominates this day part with a 17% share (All people 10+).         

 

Initial Top Line Results: Auckland

  • Three new stations – Life FM, Rhema FM and Radio Waatea - have featured in this survey.
  • Household Shoppers with Kids are tuning into Radio longer, spending an extra 2hr 17mins per week with the wireless. This means they now listen for 16hr 17 mins per week.
  • Newstalk ZB has retained its position as the number 1 station in Auckland with a share of 12.1% (All people 10+) and also has the highest number of listeners with a cumulative audience of 170,200 listeners (All people 10+).
  • The Breeze increased its share against the Household Shopper with kids demographic, adding 4.5 share points to take it from 3% to 7.5%.  

 

Initial Top Line Results: Wellington

  • No new stations featured in this survey.
  • One station – Atiawa Toa FM which featured in the previous survey has not participated in this survey.
  • Off the back of large listenership growth last survey, the Wellington market has continued to grow audience with an additional 6,000 listeners now tuning in. This takes total weekly listenership to 223,800 (All people 10+).
  • Newstalk ZB has had a strong survey growing by 3.5 percentage points. This has leapfrogged ZB from third place last survey into the number one spot (All people 10+ Share).
  • ZM has maintained its place as the station with the most listeners now reaching a cumulative audience of 65,000 listeners every week (All people 10+).
  • The Wellington market remains one of New Zealand’s most competitive with ZM, ZB, The Breeze and The Rock all battling it out for the top spots across the major target demographics.  

 

Initial Top Line Results: Christchurch

  • One new station – Mai FM - has featured in this survey.
  • One station – Pulzar FM - which featured in the previous survey has not participated in this survey.
  • This is the first survey post the Earthquake and listeners are tuning into Radio for longer, with Time Spent Listening up 1hr 31 mins to 19hrs 36mins per week (All people 10+). Newstalk ZB has regained the spot as number 1 station in Christchurch (All people 10+), making sizable increases with its share and audience numbers (All people 10+). Share increased from 10.1% to 16.6% and it now reaches 63,100 listeners.
  • This follows a change in frequency from AM to FM. More FM has the most number of listeners with a cumulative audience of 65,200 (All people 10+). It is also the number 1 station for All people 25-54 with a 15.3% share of listening, along with a cumulative reach of 41,400.