Australia has made the switch

It's time you started a conversation with Nine Radio

 

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Nine Radio


Hosted by Australia's most engaging broadcasters, Nine’s talk radio stations 2GB, 3AW, 4BC and 6PR are a direct line into the moods, thoughts and opinions of Australians. The intimacy, immediacy and authenticity delivered by a radio host means it’s a platform that allows you to talk to your customers. And at Nine Radio, we are having a conversation with over 2 million potential customers every week.

Talk Radio for a new generation


Through Nine Radio we have developed a powerful and agile platform that will allow brands to move quickly, reach a valuable target audience, and deliver real business results to guarantee return on investment.

Over the past year Nine Radio has gone through a period of incredible change. Household names like Deb Knight, Jim Wilson and Russel Howcroft have brought a new edge and diversity to our radio offering, while Neil Breen and Scott Emerson in Brisbane, alongside our all-new local lineup in Perth, make us more relevant than ever to our listeners.

Led by the people who know how to talk to Australia. These are the voices of their cities. Voices that convey trust and drive engaged conversations.

How do we compare to other radio networks?

Sydney’s 2GB and Melbourne’s 3AW have dominated the latest radio survey, retaining their No.1 positions.

GfK Survey 5 2021 again shows the importance of talk radio as a trusted medium for news, information and opinion, particularly as the country grapples with COVID-19 and lockdowns.

In Sydney, 2GB has maintained its unbroken record of 135 consecutive station surveys at No.1.

Breakfast host Ben Fordham is Sydney’s No.1 with a 16.8% share (up 3.5 points) while Ray Hadley has recorded his 135th consecutive survey win posting a 19.9% share (up 6.2 points). This is Ray’s highest cumulative audience since 2004.

While in Melbourne 3AW held its dominant No.1 position with a 15.1% making this the 54th consecutive survey win for the station.

In Melbourne, Ross and Russ retained their No.1 spot with a 21.7% share up 0.9% and Neil Mitchell is also No.1 in Mornings with a 17.3% share.

Nine’s talk radio stations (2GB, 3AW, 4BC and 6PR) recorded a cumulative audience increase of almost 7% this survey. The network was also No.1 among those aged 35+.

Greg Byrnes, Nine Radio’s Head of Content, says: “These results show listeners rely on 2GB and 3AW as their most trusted news and information. Talk radio can and does make a difference in people’s lives.”

“Across the talk radio network our strategy of live and local content is delivering with total audience up almost 7%. 2GB’s result is particularly pleasing given the extraordinary work that’s been going on behind the scenes over many months.”

 

2GB No.1 Sydney

3AW No. 1 Melbourne


Ross & Russel 21.7% audience share in Melbourne (Breakfast)


Neil Breen 8.0% audience share in Brisbane (Breakfast)


Gareth Parker 9.2% audience share in Perth (Breakfast)


Liam Bartlett No.1 Talk in Perth (Morning)

Source: GfK Radio Ratings, SMBP Survey 5 2021 vs SMBP Survey 4 2021, Cume (000s), Mon-Sun 5.30am-12MN, AP10+, Nine Talk - 2GB, 3AW, 4BC or 6PR.

Almost 50% of listeners are exclusive to Nine Radio. You can't reach them anywhere else.

Source: GfK radio ratings, SMBAP Survey 8 2020 Mon- Sun 5:30am - 12MN , Cumulative audience (000), 2GB,4BC,3AW,6PR,2UE,4BH,1278, NTS DAB, 6GT,5a

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Nine Radio is the ultimate connection platform with +2 million weekly listeners


Nine Radio is a platform that allows you to talk to your customers.

More of them. More often. Across more weeks of the year than any other media business in Australia.

Our audiences aren’t just a demographic, they are loyal listeners, and because they are loyal it means nearly 50% of them can only be reached on Nine’s stations.

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Find out why our obsession with age is costing Australian marketers billions with Nine's new research: Blind Spot.

There’s a blind spot in advertising.
It’s a gap worth $2.3 billion in weekly household spending. That’s how much marketers could unlock by just stretching their demographic targets beyond the 25-54s to reach people aged 55 to 64. The problem is, the conventional framework for targeting this group is outdated and leaves marketers missing out on extending their target market.

Nine Radio can help your brand grow.

But don’t just take our word for it, find out how Sydney and Melbourne's No.1 stations 2GB and 3AW helped Pepe Saya realise their marketing dreams.

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Pepe Saya was established in 2010. The dream was twofold: to create beautiful-tasting, Australian cultured butter and generate a shift towards consumers choosing local butter.

Pepe Saya’s main campaign objective was to promote brand awareness for their products and drive traffic to the newly built website for online sales.

Nine Plus was tasked with creating a broadcast media schedule that was able to bring their 30-second television commercial to life, amplified by a range of 30 and 15-second radio commercials broadcast on 2GB and 3AW.

 

Here's what the clients had to say:


“This is our first experience in advertising on TV and radio. We chose to advertise on 2GB and the 9Network metro and regional after a really great experience with them from a previous PR campaign. We felt like they were a great fit for us and our brand.

“The team and Nine Plus have made it such an easy experience for us. From the day the radio ads went live we have had calls from people as they were hearing them. We were really excited for this campaign to help our brand be front of mind in the lead-up to the busy Christmas period.”

Pierre Issa
Pepe Saya

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Think you know who the talk radio audience is? Well, it's time to think again.

In partnership with The Lab, Nine set out to better understand audience needs, motivations and behaviours, and to provide deeper insight about the way marketers and media buyers need to think differently about talk radio in the media mix.

 

More than 200 video blogs

Over 1,000 survey respondents


20 hours of in depth conversations

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What's to come for Nine Radio in 2021?

More opportunities to be part of Australia's No.1 radio platform and deliver scalable solutions for brands.

Greater data capabilities - making transacting and reporting of radio buys easier than ever.

More ways to realise big ideas and provide brands with solutions to marketing challenges.

A new superbrand strategy, amplified across the entire Nine Network to extend brand reach in a contextually relevant environment.

Is your brand ready to turn down the music and start a conversation?

Contact us for more information on how your brand can leverage the power of Nine to deliver real business outcomes.