Talk radio listeners want advice on major purchases, are supporters of local business: Nine

Nine has teamed up with research agency The Lab for a deep dive into the motivations of talk radio listeners, with the findings presented at Nine’s digital ‘It’s Time We Talked’ presentation.

The research found talk radio listeners across Nine Radio stations remained highly engaged in 2020, with Nine commissioning the research with a view to assist marketers and media buyers on how best to engage with listeners.

The research took place via more than 200 video blogs, 20 hours of face-to-face conversations and over 1000 survey respondents from talk radio and commercial FM listeners.

Unsurprisingly, data showed that Australians have turned to talk radio for connection during a year when dystopia and loneliness have been common feelings.

Listening to talk radio left 49% of respondents feeling more connected and 55% feeling more involved and stimulated.

Talk radio was also found to help listeners engage with a sense of community, with most wanting to help others and support local businesses.

The medium was additionally attributed by many as being a major influence over life purchases, as well as financial contributions to ongoing costs.

Nine Radio’s managing director, Tom Malone, said the research vindicates the content direction Nine radio has been taking.

“The recent GfK radio survey revealed we were headed in the right direction with the content strategy for 2GB, 3AW, 4BC and 6PR,” Malone said.

“The objective of this research is to provide deeper insight about what actually drives, motivates and inspires our talk listeners, and how this correlates to the way marketers and media buyers need to think differently about talk radio in the media mix.

“Nearly 80% of respondents said talk radio helps them make sense of the world, which makes for an incredibly powerful proposition for brands to not only engage at a personal level but challenge consumer mindsets.”

Tom Malone, Nine Radio’s managing director  Photo: Eddie Jim.

Other implications for brands that Nine highlighted in the presentation included the importance of respecting listeners, remembering they are discerning, and that the audience is broader than it has been in the past.

In fact, data showed that 24% of respondents considered themselves to be progressive listeners, while 33% wished to be challenged by the content they are served.

The demographic of listeners across Nine’s stations is shifting towards a younger, increasingly affluent audience, so advertisers should provide listeners with a proposition worth engaging with.

[Click to enlarge]

“What was interesting about this research was how multi-faceted people’s relationship with talk radio is – it plays both a functional and emotional role in people’s lives. They use different shows, presenters and devices to fulfil different needs throughout the day,” she said.

“It was also interesting to learn how people’s relationship with talk radio evolved over the year.

“For many, especially the younger or newer listeners, they came into the format looking for information, news updates and big-event coverage but stayed for the in-depth analysis, expert opinion, slices of life and feelings of connection it gave them to others in their community.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.