Nine’s talk radio stations are streaming well ahead of the pack and into the future with shares double that of their nearest competitors in key markets, according to the latest GFK Radio360 ratings, and one in two listeners exclusively tuning in via a connected device. 

Survey 4 showed Nine’s commercial streaming share was 25.7% – the clear No.1, with the competitive Sydney and Melbourne markets dominating; 2GB posting a commercial streaming share of 28.7%, and 29.4% for 3AW^. 

Nine’s Head of Content, Greg Byrnes, said: “There’s no doubt the future of streaming is talk radio as more digital listeners search for live and local content. And with talk radio, it’s unmissable and unskippable.”

Nine’s Commercial Director for Digital Audio, Esther Carlsen, said Nine’s success is built on its distinct advantage. “We are seeing that time spent listening is exceptionally strong when streaming Nine’s talk stations. We are almost triple our nearest music competitor. It’s a huge endorsement of our live and local strategy, building trust and loyalty with listeners as the unrivalled destination of news, sport, business and traffic. 

“Furthermore, Radio 360 enables us to profile our digital listeners and this clearly shows our digital listeners are skewing younger. And our catch up podcasts with over 820,000 listeners, have only a 5% audience overlap with our broadcast listeners, offering a significant  reach extension for our advertisers.”

Gfk Survey 4 showed 35.6% of Nine’s live streaming audience is under the age of 40 67% of podcasting audience under the age of 40, and 26% of 25-54s are listening via a connected device^^.

Nine’s Director of Sales for Total Audio, Ashley Earnshaw, said: “Nine has a huge opportunity for advertisers across both digital streaming and podcasts. Given the significant audiences listening across our digital formats, this allows brands to enhance data targeting at scale, given the volume of inventory. Our scale in digital also helps brands develop deeper total audio strategies or target contextually – for example, there has never been a better time to tap into passionate AFL and NRL sport fans across Nine’s digital audio platforms.”

^Source: GfK Radio360 ratings, SMBP Survey 4 2023, Mon-Sun 5.30am-12MN, Station Share of Selected (Commercial only Incl DAB+ only stations), Cume (000s), TSL, AP10+, AP35-64, Nine Radio – 2GB, 3AW, 4BC, 6PR unless otherwise specified.)

^^SourceGfK Radio360 Ratings, SMBP Survey 4 2023, Mon-Sun 5.30am-12MN, Cume Audience (000s), Streaming, 10-39, AP25-54. Nielsen CMV, Metro Survey 2 2023, Podcast Brand P30Days, Nine Radio or Nine Publishing AP10-39)

For more information, please contact:
Caitlin Lynch
Senior Communications Manager, Nine
clynch@nine.com.au 

Friday, July 21, 2023