Radio and television are a powerful and commonly used media combination.This study sets out to explore the multiplier effect of a strategy of radio andtelevision in combination over television activity alone across two FMCG clients.In an increasingly cluttered advertising environment and within highly competitivecategories such as FMCG, it has become more important for advertisers to cutthrough and make an immediate impact on audiences. This means exploringmedia combinations that generate the greatest synergies and engage consumerswhen they are most responsive.This study shows just how effective a commercial radio and free-to-air televisioncombination is in driving sales and awareness.
Commercial Radio Overview
A high reach medium
– Commercial radio reaches around 80% of Australians,who each spend on average 2 hours 41 minutes listening each day.*
Commercial radio audience is growing
– In 2005, over 8.6 million tuned in tocommercial radio each week, an increase of 1% over the previous year.
Radio cuts through
– Time Spent Listening (TSL) research shows that peopleare listening longer to radio than they did 5 years ago. TSL in 2005 was 18 hours42 minutes compared to 18 hours 33 minutes in 2000, an increase of 9 minuteseach week.
Breakfast listening at a high
– On average, 6.7 million people tuned intometropolitan commercial radio during breakfast in 2005, up from 6.6 million in 2004.
During the most recent survey period, commercial radio attracted 6.8 millionlisteners – 319,000 more than the same period in 2004 and the highest number ofbreakfast listeners since at least the year 2000.
Commercial Radioreaches around80% of Australianseach week
*Source: Nielsen Media Research, Radio Advisor, average of ﬁve capital cities, Survey #1-8 2005, All People10+ unless otherwise stated.**Source: Nielsen Media Research, Radio Advisor, average of ﬁve capital cities, Survey #8, 2005, All People10+ unless otherwise stated.^ Source: Nielsen Media Research, Radio Advisor, average of ﬁve capital cities, Survey #1-8, 2000-2005.# Source: Nielsen Media Research, Radio Advisor, average of ﬁve capital cities, Survey #1-8 2004 vs. 2005, All People 10+ unless otherwise stated.^^ Source: Nielsen Media Research, Panorama Survey 10 2005 (Jan-Dec 2005), All People 14+ unlessotherwise stated.
Work 25%Elsewhere 2%Home 47%Car 26%
Commercial radio place of listening*Radio reaches grocery buyers while they shop
– Commercial radio reachesa large proportion of grocery buyers across the day, when they are most likely tovisit a supermarket, delivering messages close to the time of purchase.• The majority of grocery buyers shop on weekdays during the morning andafternoon.• Commercial radio reaches over 40% of grocery buyers during this time.• Additionally, commercial radio reaches 65% of grocery buyers just before theyvisit the supermarket in breakfast.