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SCA Easter Insights

SCA Easter Insights

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SCA Easter Insights

  1. 1. Over 8 in 10 SCA listeners celebrate Easter Whilst the majority of our listeners are spending time with family… 1 in 5 Are going away for the Easter long weekend 1 in 5 However, if you need a MMM listener… Will either be watching, listening, playing or attending a sporting event! If you need to make a Hit listener happy, look no further than… chocolate Hit listeners are 71% more likely to be eating chocolate than MMM listeners! So what role does radio play during the Easter period… 1 in 5 At least… Listen to radio MORE over the Easter period radio is what they listen to MOST when heading to the shops and on long trips
  2. 2. Source: SCA Research Celebration Study. | Feb 17 | MMM N= 499 | Hit N= 845 56% 38% 29% 24% 22% 20% 20% 11% 9% 9% 8% 7% 6% 6% 6% 5% 4% 3% 2% 1% 48% 34% 17% 22% 16% 20% 24% 10% 13% 8% 6% 6% 17% 6% 7% 11% 8% 8% 2% 10% Hit MMM What are you planning on doing for the Easter long weekend this year? The #1 activity this Easter long weekend is spending time with family However, MMM listeners do have some other activities on the agenda- watching sport, listening to sport and attending sporting events Whilst MMM listeners are taking in all things sport over the Easter long weekend, Hit listeners are more likely to indulge with chocolate and food. However, it is also worth noting that 1 in 5 SCA listeners intend to go away for the weekend.
  3. 3. Source: SCA Research Celebration Study. | Feb 17 | MMM N= 499 | Hit N= 845 71% 64% 41% 37% 29% 12% 11% 11% 4% 59% 57% 42% 33% 33% 19% 7% 5% 4% Chocolate Hot cross buns BBQ meat Salad Seafood Not sure yet Lollies Cake Something else Hit MMM What types of food are you planning on purchasing for Easter this year? The way to a Hit listener’s heart this Easter is chocolate Whereas Triple M listeners love a BBQ with meat and seafood
  4. 4. Source: SCA Research Celebration Study. | Feb 17 | MMM N= 499 | Hit N= 845 Can you tell us whether you think you'll use more, the same or less of the following media during Easter? 7% 9% 10% 12% 15% 15% 16% 19% 25% 33% 36% 40% 40% 38% 38% 62% 38% 48% 41% 58% 57% 57% 14% 13% 12% 12% 16% 11% 17% 8% 14% 5% 6% 39% 38% 40% 39% 7% 36% 19% 33% 3% 4% 2% Newspaper Magazines Pay Television Streaming TV Free-to-air Television Streaming movies Cinema Streaming music Radio Social media Internet More Same Less I don't consume this media during Easter 1 in 4 Hit listeners will listen to radio MORE over the Easter period. That means 83% of Hit listeners will either be listening to the same amount or more radio during this period.
  5. 5. Source: SCA Research Celebration Study. | Feb 17 | MMM N= 499 | Hit N= 845 Can you tell us whether you think you'll use more, the same or less of the following media during Easter? 4% 7% 8% 8% 9% 11% 12% 15% 16% 20% 25% 34% 44% 30% 32% 30% 38% 49% 65% 58% 59% 63% 10% 11% 9% 7% 8% 10% 14% 15% 9% 17% 8% 52% 37% 54% 52% 53% 41% 26% 5% 16% 4% 3% Magazines Newspaper Streaming TV Streaming music Streaming movies Pay Television Cinema Free-to-air Television Social media Radio Internet More Same Less I don't consume this media during Easter 1 in 5 MMM listeners will listen to radio MORE over the Easter period. That means 79% of MMM listeners will either be listening to the same amount or more radio during this period.
  6. 6. Source: SCA Research Celebration Study. | Feb 17 | MMM N= 102 | Hit N= 210 Why are you listening to MORE radio during the Easter period? They listen to radio more during this period because they are out and about more and it’s the perfect companion for their Easter activities I'm out and about far more I have the time Information is important over the Easter period It's perfect to have on in the background 54% 67% 52% 55% I'm in the car a lot more 46% 46% 44% 53% 42% 28% It adds to a social gathering 39% 39% It enhances my mood 25% 22% It helps me ‘tune out’ 9% 13% There are some slight differences between the networks; whilst MMM listeners say they have more time to listen and say that it is an important source of info during this period, Hit listeners are about how it enhances their social gatherings. Considering Hit listeners are more likely to spend time with loved ones during this period, this makes sense.
  7. 7. Source: SCA Research Celebration Study. | Feb 17 | MMM N= 499 | Hit N= 845 When driving to the shops during the Easter period what do you MOSTLY listen to? DRIVING TO THE SHOPS LONGER DRIVES (30 MINS+) 84% Of Hit 84% Of MMM Say that RADIO is what they are MOSTLY listening to on the way to the shops 57% Of Hit 58% Of MMM Say that RADIO is what they are MOSTLY listening to on longer drives (30 mins+) Whether it’s picking up the groceries for the weekend or driving to their camping destination, radio is what they are listening to.

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