Those who jetset around the world are also those who switch on the radio, says a new study from research company Nielsen and radio industry body Commercial Radio Australia (CRA).
The study, Radio on the Move, says some 4.5 million Aussies aged over 14 have travelled either domestically or internationally in the past year.
And there’s three distinct groups of travellers who tune into radio; the Travelling Suits – who are usually mid thirties, white-collar males in Sydney or Melbourne, OS Adventurers – just over half are women either 25-39 or over 55, and the Local Leisure Seekers – older families from Melbourne or Adelaide travelling for a holiday.
Nielsen and CRA distinguished variations in how each group consumes radio.
The Travelling Suits are committed radio listeners, talking about what they heard on the radio and relying on it for updates on what’s going on around them.
A quarter of the OS Adventurers trust their favourite radio station for information about products. And the Local Leisure Seekers tune in during brekkie time.
However, all three groups tended to listen to radio while commuting, with breakfast and drive radio key times for switching on – nearly half of respondents within the groups identified with these trends.
From an airline perspective, Qantas was the most travelled, and most preferred, airline over the past year, with Tiger Airways seen to have the lowest airfares.
David Burge, associate director, Media Industry Group, Nielsen, commented: “By developing a strong radio strategy, brands within the travel sector would engage with a large majority of their key stakeholders across important segments of the public.
“The majority of Australian radio listeners are engaging with the travel industry each year, and sometimes several times a year, to organise flights, research new destinations and plan the details of their next trip. In order to inform and secure interest from these groups, travel brands need to incorporate radio into their marketing plans – these findings prove that the listeners are there, however they have specific preferences and interests that need to be taken into account.”
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.