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13
APN
annual report
2011
radio
APN operates two
successful radio
businesses, with a
combined weekly
audience of 5.4 million
people across Australia
and New Zealand.
AusTrALiAN rADio
NeTWorK
Australian radio network
(Arn) operates the mix and
Classic Hits networks across
Sydney, melbourne, Adelaide
and Brisbane, reaching over
4 million listeners. It also
operates the edge 96.1Fm
in Sydney and Cruise 1323Am
in Adelaide.
Over the past 18 months, CeO
Ciaran Davis has appointed a
new management team and
revitalised Arn. this includes
new programming and content
underpinned by audience
research, as well as attracting
proven talent to host key
breakfast and drive programs.
As a result, there have been
steady improvements in ratings
and more recently increases
in advertising rates, overall
revenues and market share.
momentum is building.
total radio advertising in Arn’s
markets grew 0.9% over the
prior year. At the same time,
Arn increased revenue by
5% and eBIt by 5%, gaining
market share in both direct and
agency advertising. this growth
was particularly strong in the
last quarter and has continued
into 2012.
Arn’s goal is to be the number
one network for its target
audience of listeners aged
25-54 years in all of its markets.
Highlights from the final survey
of 2011
+
include:
– Arn improved to number one
in 25-54 listeners in Adelaide
and number two in all other
markets;
– mix 102.3 was number one in
Adelaide and 97.3 was number
one in Brisbane; and
– market share in 25-54 listeners
was the highest since 2008.
this trajectory has continued
into the new year.
Fresh programming initiatives
have helped build audience
across the day, offering greater
reach for advertisers. this
included launching the 3pm
Pick-up, targeting mothers on the
school run. the show attracted
a strong audience and opened
up a new opportunity for fast
moving consumer goods clients.
Consequently, this timeslot now
attracts a high demand from
advertisers attracted to this
key audience segment.
Arn is continually looking
at digital product innovation
opportunities. In 2011, Arn
launched Chemist Warehouse
mix 90s, a digital radio station
broadcasting in every Chemist
Warehouse store. Arn’s smart
phone apps were downloaded
690,000 times, increasing its
broadcasting reach through
this new channel.
THe rADio NeTWorK
In new Zealand, the radio
network (trn) has eight radio
networks which are some of
new Zealand’s largest and most
popular stations. Overall, trn
has 45% share of listeners aged
10+ years.*
newstalk ZB is the number one
network, holding the largest
10+ national audience share.*
For the first time, newstalk ZB
was number one in Auckland,
Wellington and Christchurch at
the same time during 2011.
trn also has three of the top
five national networks, being
newstalk ZB, Classic Hits and
Coast, giving it the greatest
share of 10+ audience in
new Zealand.*
In 2011, the new Zealand radio
market achieved solid growth
of 2% in challenging economic
conditions. trn revenues
outgrew the market, achieving
4% revenue growth in local
currency terms.
In 2011, newstalk ZB added
a Fm simulcast in six new
markets. the station is now on
both Fm and Am in eight major
markets, including Auckland,
Wellington and Christchurch.
the transition was immediately
successful, growing the audience
and strengthening its reach to
a younger demographic.
trn has a comprehensive
digital strategy with high levels
of engagement between its
talent, stations and audience
(over 200,000 social media
connections). Over the past
12 months, trn has made
significant investments in digital
platforms and capabilities.
the network re-launched its
eight websites, with improved
interactivity and greater social
media utilisation. the number of
unique browsers increased 21%
and online revenue grew 38%.
trn also released smart phone
apps for its premium brands:
newstalk ZB, Classic Hits, Zm
and Hauraki and there have been
67,000 downloads to date.
trn’s immediate imperative
is to build on its current
momentum with improved
ratings and market share, as
well as grow digital revenues.
Arn and trn are a joint venture
between APn and Clear Channel
International.
+
nielsen radio ratings. Survey 8, 2011
* research International: national
Database 2/2011 monday-Sunday
12mn-12mn
Final ratings 2011
In the final surveys of 2011:
– Mix 102.3 was #1 in Adelaide+
– 97.3 was #1 in Brisbane+
– Newstalk ZB was the #1
national network in
New Zealand*
– Newstalk ZB, Classic Hits
and Coast were 3 of the top
5 national networks in
New Zealand*