firsts - Nova Entertainment · Source: Smooth Connections Study - Segmentation Breakout | Hoop Group ‘Family Firsts’ Qualitative N=16 + Quantitative N=173 Feb 2016 Listening by

the smoothfm audience segmentation profile

firstsfamily

firstsfamily

focused on family, community and building their lives…

“Love the music, it’s very relaxing. Brings back memories and the host makes you feel relaxed”

“I love the old school music, brings back memories of my younger days!”

“ I’ve got little kids in the car and it’s my only sanity when driving”

“There is no foul language like some other radio stations. It’s a family friendly station with good, decent hosts”

They love smoothfm because…

Q: What’s the #1 reason WHY you listen to smoothfm?

I love listening to relax/ It’s relaxing

87%It puts me in a good mood82%

Style of Music Played91% The diversity of

music played77%

audience

28% of

46% have a mortgage

55% earn a household income of $80k+

Average age 43

72% are the MGB in the household 58% Female

82% are married

63% have two or more kids

62% have school aged children

Family Firsts see smooth as a way to escape their hectic lives. – they use the station to lift their mood

Source: Nielsen CMV 2016 S01 Metro NOL 4-way – NovaEnt | Sydney/Melbourne Smooth Fused Cume 05:30am-12MN All People 18+ | ‘Family Firsts’ SegmentSource: Smooth Connections Study - Segmentation Breakout | Hoop Group ‘Family Firsts’ Qualitative N=16 + Quantitative N=173 Feb 2016

Life Love Universe

• Beyond their homes, they spend on fresh food, recreation, culture, school fees and books.

• They stick to a household budget, they prefer professionally managed investments. They are more prepared to invest in higher risk, higher return investments.

• At the supermarket, they look for convenient meals for those times when they don’t have much time cook or to shop around, and often purchase pre-prepared meals.

• They look after themselves and enjoy pushing themselves physically.

• They’ve done the hard yards in life and are now starting to enjoy the fruits of their labour, and are enjoying feeling a little less burdened by the responsibilities in life.

• Keeping in touch with friends is really important to them and they feel out of touch if they can’t check social media.

• They are immensely proud of their family, their home is their castle. They strive to keep it looking neat & tidy and up-to-date.

• In their world, the most important social issues are economic growth, unemployment and education…and the environment isn’t far behind. They don’t feel that as a nation, we’re doing enough.

• When they get away with the family, it’s preferably not a road-trip. They want bigger, planned OS trips during school holidays.

• They are actively involved in their local community, but they highly distrust their local council to make the right decisions, provide value and service and listen to the community’s needs.

firstsfamily

focused on family, community and building their lives…


Listening by device

12%

Streaming

49%

Radio

72%

Car Stereo

17%

Smart Devices

Family firsts spend more time on the road than they used to, and the most of any of the segments. For them in-car listening is still king

• They are well informed and generally less cynical about the media’s reporting of news and current affairs, as they are more confident in their own realistic opinions and judgement

• The key to communication in general is that ‘less is more.’

• Big, bold and simple advertising rules!

• They will search online if the product sparks their interest

• Celebrity endorsement also helps!

Keys to communication success...

commercial opportunities

Mortgage Broking: 16% have been online over the Past Month to review their mortgage/loan status iX 148 + 55% are concerned about the cost of their Mortgage

Luxury SUV’s: 12% would consider buying a Luxury SUV iX 186

Holidays: 46% prefer to take one long holiday than many short breaks + 42% usually go away on school holidays iX 163

Snack Foods: 45% say they snack often during the day iX 125 + 36% often eat on the run + 44% buy nutritious snacks iX 123

Quick Service: 56% has had ‘Take Away’ over the past fortnight or more iX 120

Strategic Category Alignments

firstsfamily


iX = Index eg: iX 131 means they are 31% more likely than the general population

firsts - Nova Entertainment · Source: Smooth Connections Study - Segmentation Breakout | Hoop Group ‘Family Firsts’ Qualitative N=16 + Quantitative N=173 Feb 2016 Listening by

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