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Triple M AFL Broadcast Sponsorships Get Results

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Triple M AFL Broadcast Sponsorships Get Results

  1. 1. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “Did you listen to any AFL broadcasts on the radio this year?” N=835.
  2. 2. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “In what ways do you like to engage with the AFL?” N=835.
  3. 3. [Q] I think the Triple M AFL broadcast is ... N.B. SIZE OF WORD = STRENGTH OF RESPONSE Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “So, out of the following words:I think the Triple M AFL broadcast is ...?” N=835.
  4. 4. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “Do you agree or disagree with the following about Triple M AFL and its sponsors?” N=835.
  5. 5. [Q] When I listen to the Triple M AFL broadcast I feel ... N.B. SIZE OF WORD = STRENGTH OF RESPONSE WHAT THIS MEANS Our listeners are passionate about AFL, and tuning in to the broadcast on Triple M gives them the same rush of emotions associated with Australia‟s very own code of footy. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “When I listen to the Triple M AFL broadcast I feel...?” N=688.
  6. 6. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “Do you agree or disagree with the following about Triple M AFL and its sponsors?” N=835.
  7. 7. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “Which of these brands have you heard of?” Pre N=567,Post N=1030.
  8. 8. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “Which of the below statements do you associate with each brand?” Pre N=567,Post N=1030.
  9. 9. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “Which of the below statements do you associate with each brand?” Pre N=567,Post N=1030.
  10. 10. Source: Southern Cross Austereo AFL Study. September 2013. 2MMM. 3MMM. 4MMM. 5MMM. “Which of the below statements do you associate with each brand?” Pre N=567,Post N=1030.
  11. 11. • • • • 85% of Triple M listeners who are fans of AFL tune in to hear the call on the radio, with nearly 1 in 5 of them tuning into 3 games or more a week on Triple M Besides listening on the radio, many also watch at home, go to games at the stadium, watch the game at their mates place or head to the pub to watch the broadcast on the big screen. Triple M listeners think the AFL call is entertaining and informative and they connect with the hosts of the AFL broadcast. Because Triple M listeners are passionate about the AFL, it also gives sponsors the opportunity to leverage off the environment and drive positive results for their own brand.
  12. 12. The results of this survey are “INDICATIVE” ONLY. The survey was conducted by Southern Cross Austereo using its online panel nationally. The panel is obtained from our radio networks database under the labels of „Rate The Hits‟ on the TODAY Network and „Music Jury‟ on the MMM Network. All members of these databases would be considered listeners to these stations. The database contains about 120,000 members. The is split between the Today database and the Triple M database. Of these members, approximately 14,000 people were invited to be part of our panel community, and all people were invited to take part in the study. This survey was sent to Triple M Music Jury members in Sydney, Melbourne, Adelaide and Brisbane. Approximately 567 people completed the study in phase 1, while a further 1,030 completed phase 2. Various filters may have been placed over the data at different times. Certain questions asked for an „essay‟ or „verbatim‟ type of response OR brands/words that first came to mind. A keyword search was used to sort and rank the responses to these questions. The results are an un-weighted sample, but are reflective of the Southern Cross Austereo audience. SCA brands reach approximately 40% of the 10+ population and approximately 46% of the 25-54 population in the five metropolitan markets in Australia, suggesting it would be reasonable to consider these results to be a fair if not fully balanced representation of the opinions in these marketplaces. Furthermore, as it is an online survey, the respondents would also be skewed towards being „early adopters‟ for technology, „trend setters‟ in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. These research surveys conducted by Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan marketplaces only.

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