Australia’s newest radio format Talking Lifestyle has delivered strong audience growth in Sydney in survey results released today.
The station increased its audience with 282,000 people listening each week, up an impressive 33% from 212,000 listeners in the previously reported period.
Talking Lifestyle enjoyed strong audience growth in the following demographics:
- People 40-54 – the biggest overall radio increase in this demographic (alongside 104.9 Triple M), up 2.4%
- People 55-65 – the biggest overall radio increase in this demographic, up 4.4%
Macquarie Media launched Talking Lifestyle into the Melbourne and Brisbane markets last month, which followed 18 months of development and the soft launch of the format in the Sydney market in September 2016. The increase in audience figures in Sydney demonstrates the Talking Lifestyle format is resonating with the 45+ market, an encouraging sign for the recently launched stations in Melbourne and Brisbane. The network audience is projected to reach over 500,000 listeners each week in future rating results.
To coincide with the stations launch into Melbourne and Brisbane, Macquarie Media launched a major marketing campaign for the Talking Lifestyle Radio Network across Sydney, Melbourne and Brisbane markets as part of its ongoing investment in the new radio format.
The campaigns, aimed to drive awareness of the new Talking Lifestyle radio network, consists of a major advertising, PR, digital and a $50,000 Holiday a Day promotional campaign.
The campaigns include a heavyweight targeted schedule across print, online, mobile and social channels as well as significant cross-promotion across Macquarie Media’s flagship News-Talk stations – 2GB Sydney, 3AW Melbourne and 4BC Brisbane.
The print campaign features the brand positioning of ‘Your New Style of Radio’ highlighting the lifestyle categories of travel, wellness, money, home, garden, technology and food and will appear in The Sydney Morning Herald, Sun Herald, The Age and The Sunday Age.
For the past two weeks, Talking Lifestyle have been giving listeners the opportunity to win a holiday a day with its $50K Holiday A Day promotion provided by AAT Kings.
The PR campaign features Talking Lifestyle presenters Tim Webster, Ed Phillips, Catriona Rowntree, Kayley Harris, Linda Ross and Kim McCosker across national television, print and online.
Macquarie Media’s National Executive Producer, Michael Thompson said: “This will be the start of a series of major campaigns in 2017 as we look to build audience for Talking Lifestyle. The radio ratings in Sydney are very encouraging, and two weeks after launching the format in Melbourne and Brisbane we are already seeing terrific levels of caller interaction in these markets. We are determined to build our audience right across the network through proactive campaigns to raise our profile, and through informative and entertaining programs that keep our listeners engaged and spreading the word to their family and friends.”
Talking Lifestyle will be networked across the three cities and can be heard on 954 AM in Sydney, in Melbourne on 1278 AM and in Brisbane on 882 AM. People right across Australia can also listen online via streaming and podcasts and can watch live via talkinglifestyle.com.au.
Talking Lifestyle will cover its talk topics not just on air but also on its website and by promoting the specialist segments as podcasts too.