SCA Easter Insights

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 5However, 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 5At least…

Listen to radio MORE

over the Easter period radiois what they listen to MOST

when heading to the shops

and on long trips

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 familyHowever, 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.


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 chocolateWhereas Triple M listeners love a BBQ with meat and seafood


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.


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.


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.


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.

SCA Easter Insights

Retail

Transcript of SCA Easter Insights