Scar triple m_afl_pre_metro_mar17

TRIPLE M & AFL – THE PERFECT PARTNERSHIP
85%
Of Triple M Footy fans
intend to listen to the
Triple M AFL call this
season
They tune into the call
because it’s informative,
entertaining and fun- not
like the other stations…
94%
of those who’ve tune into the
call in the past say the call
has IMPROVED or stayed the
same
89%
of our listeners say that
the Triple M AFL call
team is their FAVOURITE
call team in the country
Over 2 in 5
listeners are likely to
RECOMMENDbrands which
sponsor the Triple M AFL
call
Every year the Triple M AFL call knocks out the competition and it’s not surprising why - listeners describe it as the perfect balance between
insightful and entertaining. But it’s not just the call they are engaging with… whether it be other footy shows, the Triple M website, the app or
even the tipping comp, there are many levels for listeners and brands to engage with. With brands who sponsor the call more likely to be seen
in a positive light and recommended to others, there is no going past Triple M footy to engage with this Australian pastime.
78%
listeners say they
TRUST that the Triple M
AFL hosts know what
they are talking about
The average sponsor of the
Triple M AFL call last season
saw an increase in
PURCHASINGof 59%

SO WHO ARE TRIPLE M AFL
FANATICS?

WHO THEY SUPPORT, AND HOW THEY ENGAGE…
Who do they support?
16%
11%
10%
9%
9%
8%
6%
5%
5%
5%
4%
4%
3%
1%
1%
0%
0%
0%
Collingwood Magpies
Essendon Bombers
Adelaide Crows
Richmond Tigers
Carlton
Port Adelaide Power
Hawthorn Hawks
Western Bulldogs
Geelong Cats
Sydney Swans
Melbourne Demons
St. Kilda Saints
North Melbourne Kangaroos
West Coast Eagles
Brisbane Lions
Fremantle Dockers
GWS Giants
Gold Coast Suns
Apart from tuning in, Triple M AFL listeners will also engage with the AFL in
various other ways this season:
85%
will watch a game
on free-to-air TV
So, how do they support
their team…?
81%
will watch a
game live
50%
will watch a
game on Foxtel
54%
will take part in a
tipping
competition
32%
will talk AFL on
social media
43%
will head to the
pub to watch a
game
Source: SCAR AFL Pre- Season Study. March 2017. 3MMM, 5MMM. N = 394

BEFORE THE FIRST BOUNCE, OUR LISTENERS ARE
FEELING A MIX OF NERVES AND EXCITEMENT
There’s nothing like the anticipation of watching their team get up - but while they’re always hopeful of getting a win, there’s guaranteed to
be a bit of nerves involved as well. “Will this finally be their season?” is running through every Triple M AFL fanatics mind at the start of the
season.
When game day rolls around, you’ll find them getting together with friends and family and celebrating (or crying) together...
How do you typically feel when you're about to watch or listen to your favourite team play on
game day?
I'm massively pumped up on game day, especially if I'm at the ground. Even if I'm
watching them on TV or listening on the radio, I'm still like a kid on Christmas morning.
Nervous for them (we are just building a team) but excited to see what we have developed.
Generally relaxed but with a positive vibe due to the MMM pre-game listening entertainment
Sitting on the edge of my seat counting down for that first siren!
Nervous, apprehensive, excited, worried - all the emotions that go with watching a contest that
might be won or lost.
Excited, especially watching the game with friends who support the same team. It's
awesome getting together and catching up as well as sharing the same passion.
I get excited! Anticipation, look forward to the team putting in a good performance.

THEN THE GAME ROLLS AROUND, THEY’RE ENJOYING
IT WITH FAMILY & FRIENDS
And do you have any special plans that you make when your team is playing?
A BBQ is always happening, with or without family or mates. If going to the game we
would typically go for a few beers first but if the kids are coming then we would play a bit
of kick to kick at the park beforehand
Mates and their partners around for BBQ. Preparing a spread for when the guests arrive.
If I'm going to the game I will usually meet mates for lunch or dinner and drinks at the
Game Day Village, then head to the pub afterwards
BBQ for half/full time depending on the time of the game, nibbles to eat while watching,
drinkies to either drown sorrows or to celebrate! For derbies, we join with our Eagles loving
"frienemies" and watch the game together
Often catch up with family and friends to watch with . Love to cook up a storm before
hand and get the kids in the backyard. Footy is a big part of our weekend, we love it!
Any game in general we want to watch - Definitely beers and food of some sort. BBQ, chips,
dips, anything and everything. Then relax, kick back, and enjoy the spectacle!
24%
will be enjoying
some drinks, at a
pub or at home
23%
will spend
the game
with the
family
21%
will be firing up
the BBQ at home
20%
will head to a
home game if
they can get
tickets
13%
will kick back,
relax and enjoy
the game by
themselves
Pick up my daughter and take her to the game with myself and my fiancé whom goes for
the opposite team. Or we decorate the room, get in our gear and watch it at home.
27%
Catch up with
friends for the
game

RADIO IS KEY IN THEIR FOOTY SEASON
92%
When you listen to an AFL broadcast on radio, what do you want it to be?
of AFL fans expect
to listen to a call
on radio this season
Our footy fans want an AFL broadcast which ticks all of
the boxes. Primarily, they want it to be insightful and for it
to give them an insiders perspective into what’s
happening on ground level. On the other hand, it needs
character – by being entertaining and funny, as well as
having some of their favourite AFL legends behind the
mics.
The Triple M call delivers on all of this…
86%
82%
79%
73%
68%
59%
58%
48%
46%
44%
38%
32%
10%
3%
Entertaining
Informative
Insightful
Knowledgeable
Fun
Gives me an insider’s perspective
A play by play account
Cheeky
Consistent
Refreshing
Hosts that are legends of the game
Unpredictable
Serious
Predictable

TRIPLE M’S AFL CALL TICKS ALL OF THEIR BOXES
Triple M ABC Other AM’s (3AW / SEN / 5AA)
Triple M is their #1 radio call, and they’ll tuning in regularly
because we deliver what our listeners want.
While they view the calls on other stations as equally informative,
what keeps them coming back to Triple M is a modern call with
the perfect mix of insight, excitement and laughs.
85%of our footy fans say they intend to
tune into the Triple M / mix94.5 AFL call this
season!

AND THEY’LL BE LISTENING ALL WEEKEND
From breakfast through to the afternoon, and even before the game
of a weekend, Triple M’s programming is pack full of AFL news,
gossip and personalities – it’s part of our DNA.
Which means if they’re tuning into at Triple M at any point over the
footy weekend, then there’s a good chance they’ll be listening to the
call.
With around two-thirds of them saying they’ll be tuning into at least
two games per week on Triple M, they just can’t get enough of us!
77% of those who are tuning into
the Triple M AFL call said they’ll be tuning
into at least TWO GAMES PER WEEK
FRIDAY NIGHT
SATURDAY AFTERNOON
SATURDAY NIGHT
SUNDAY AFTERNOON
53%
84%
33%
61%
Which days do you expect you'll will listen to the AFL call on Triple M?

THEY’RE GETTING THEIR TRIPLE M FOOTY FIX ONLINE,
AND ON OUR APP AS WELL…
of Triple M footyfans expect
to keep up to date on the
latest AFL news on
TripleM.com.au this season.
38% Plan on entering Triple M’s AFL
Footy Tipping competition and
compete with their mates for
$5,000
28% Triple M footy fans will be keeping
an eye on live scores and and news
on the Triple M AFL app
20%

Q. Thinking about last year's Triple M AFL call, do you think it improved, stayed as good, or went downhill?
29%
of Triple M AFL
listeners think
the call has
IMPROVED
59%
of Triple M AFL
listeners think the
call has STAYED AS
GOOD
TO OUR LISTENER’S EARS, TRIPLE M AFL IS ONLY
GETTING BETTER
6%
of them will be
tuning in for the
FIRST TIME this
season
Of those who tuned into Triple M AFL last season, 94% said that our call has IMPROVED, or stayed just as good – and for
good reason…
We’re always fine-tuning our AFL call to get it just right, and our listeners are loving it more than ever. A bigger and more professional call
team, with more games being broadcast and from more places.
So how did the Triple M AFL call improve in their eyes?

WHY THEY THINK TRIPLE M’S AFL CALL IS IMPROVING
BETTER COMMENTATORS
Added some new special comments players that are currently active in the game so we get today's thinking within the game.
Good presenters, a bit of humour but really good insightful comment and reading of the play. Plus some fresh faces on the block as well.
QUALITY OF THE CALL
Once they settled, the presenters got on with the job of running the game to listeners and weren't so concentrated on the external plays. I think towards the end of the
season, they had begun to really come into their own by the way they imparted their knowledge and insight which made for a more entertaining and informative show.
The stats have improved, which is really important in the modern game. And they make them sound interesting – and great for cater for the fantasy leagues eg. Supercoach
The team is meshing really well now. The newer guys are getting the hang of it and as a result it seems to be more insightful than previously.
THE RIGHT MIX
They’re getting right into the game and call it as if they were sitting there with mates watching it. Gives me the same ride of excitement as if I was at the game.
They’ve added guys in this year like Chris Judd and Riewoldt, who have smart footy brains – and they help level out the more passionate commentators like BT. A really good mix.
It’s even more fun, detailed, informative, and up to date as before - and the commentators have improved in giving you play by play accounts.

HOW BRANDS CAN CAPITALISE
OFF TRIPLE M AFL

THEY LOVE THE TRIPLE M COMMENTARY TEAM
89%of our AFL fans say they LOVE listening to their
favourite footy legends on our Triple M AFL
call
85%say that Triple M’s AFL call team is their
FAVOURITE footy call team in the
country!
The Triple M AFL call has clearly become their favourite AFL call team in the country –
that’s because we continue to improve our call by bringing together the best brains and
characters in footy.
78% say they TRUST that the hosts and
commentators of Triple M AFL know what
they’re talking about

WHICH IS WHY THEY ALSO LOVE OUR SPONSORS
3in 5NOTICE the brands that
sponsor Triple M AFL
1in 2feel POSITIVELY towards brands
that sponsor Triple M AFL
3in 5
RELATE to the brands that
sponsor Triple M AFL
1in 3
are likely to RECOMMEND
brands which sponsor Triple M
AFL
Because our listeners are passionate about and heavily engaged with our broadcast and commentators, sponsors can leverage off of this advertising
environment. They see these brands as supporters of Triple M and our AFL call and view them more positively. As a result, they are more likely to
recommend and purchase these brands or products that our commentators recommend more than ever.
36%of our listeners say when the
hosts of Triple M AFL endorse or speak
highly of a product, it influences their opinion
of that product in a POSITIVE way
42%of our listeners are more likely to
CONSIDER purchasing
brands, products and services the hosts of the
Triple M AFL broadcast RECOMMEND

BUT THEIR WEEKENDS AREN’T JUST ABOUT FOOTY…
63%
40%
37%
28%
27%
26%
25%
24%
23%
18%
18%
17%
13%
8%
Housework
Doing the grocery shopping
Working
Playing sport/exercising
Taking the kids to sports commitments
Going to a shopping centre
Doing DIY/renovations
Washing/servicing the car
Popping to the liquor store
Going to a hardware store
Filling the car up with petrol
Going to a cafe/restaurant
Paying bills/organising finances etc
Eating take-away food
If we are playing Friday night, I get home from work, quickly wash any dishes,
change out of uniform then stick a load of washing on. Then a quick shower,
change into my supporter gear and start making dinner/footy snacks.
Friday night I'm unwinding after a tough week at work, and before a hectic
weekend. Saturdays is housework/shopping day, as well as getting stuck
into the yard or other projects. Sunday mornings I'm usually out watching
my son play footy before heading home to watch whatever game is on
around lunchtime/mid afternoon.
Whilst footy is a big part of the weekend, they’ve got plenty of running around to do before they can sit down, relax and enjoy the football.
Whether it be doing housework, topping up the groceries, taking the kids to sport, or making sure the beer fridge is topped up they are keeping
themselves busy.
And which of the below might you typically be doing on a Saturday/Sunday morning before you can
relax and watch or listen to the footy?
Do cleaning, yard work, finish work.. Go to the bottle-o, grab my sixer, go to
Coles, grab snacks, head to wherever I'm watching the game and enjoy with
some good friends.
Friday if its a home game I'll get on the train straight from work and head
to the game. If not I'll go home order pizza and watch from home with my
son / mum / friends. Saturday and Sundays are very busy and normally
housework, study and cooking have to be done before hand. Or I might
turn the radio up loud and do housework and listen.
This present the perfect opportunity for brands to speak to our listeners about the things they need BEFORE they can relax and enjoy the
game…

THERE’S A VARIETY OF THINGS THEY NEED TO PICK
UP BEFORE THEY CAN RELAX AND ENJOY THE FOOTY
64%
Alcohol
38%
Fast-food
33%
Coffee
44%
Chips /
confectionary
24%
Restaurant meals
32%
Social media
20%
Garden tools
27%
Petrol
16%
Hardware items
14%
Power tools
21%
Sports
equipment
12%
Online
gambling
Food & Drink Household / Personal Supplies Online & Other
65%
Groceries
18%
Online
shopping
And which of the following items / products do you typically use, consume or purchase before a big game, or at some time over the weekend?
Given that Triple M listeners are consuming a wide range of goods over the weekend – from groceries, to hardware, to online shopping – this presents
brands the opportunity to make a connection with an engaged audience of AFL fanatics, and speak to them right before they’re ready to get pumped
up by the Triple M AFL call!

CASE STUDY – THE TRIPLE M AFL CALL IS PROVEN TO
BOOST BRAND PURCHASING
Source: SCAR AFL Post Season Study. September 2016. 3MMM, 5MMM, Mix94.5. Exposed to Call. (Pre - N=256. Post - N=304)
51%
39%
18%
23%
12%
7%
2%
3%
1%
63%
60%
30%
28%
16%
10%
5%
5%
3%
Pharmacy
Fast Food Retailer
Fuel Product
Electrical Retailer
Workwear Brand
Automotive Retailer
Power Tool
Renovations Retailer
Automotive Product
Pre-Season
Post Season
‘I have purchased from this brand in the past 6
months’
Because our listeners are passionate about and heavily
engaged with our broadcast and commentators, our Triple M
AFL sponsors in 2016 leveraged off this advertising
environment. As you can see, our listeners are more likely to
have made a purchase from each of our sponsors by the end
of the last season.
No matter how large or small, popular or niche the brands
which have sponsored the Triple M AFL broadcast last year,
each of them saw increases in overall purchasing from pre-
to-post season.
+25%
+52%
+67%
+23%
+35%
+43%
+150%
+105%
+96%

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