Are you looking to do some radio advertising? Great! Radio is an amazingly powerful medium that allows you to connect with a wide variety of audiences. For almost a whole century, radio has been going strong and it has managed to stand the test of time for good reason.
Once you’ve decided to start advertising on radio, the key question becomes “what station/s will I advertise on?” This is a potentially overwhelming question to ask. In Perth, there are quite a few different radio stations, all with their own audiences.
Choosing the right radio station(s) to advertise on can be a tricky thing to do. Ultimately, you want to choose the ones that are going to sync up well with your target audience and give you the best chance of getting you some business. All radio stations attract a different audience to one another, so the real challenge is knowing which radio stations attract which people.
Thankfully for you, we’ve done this job for you. We wanted to give you a snapshot of the demographics of the various radio stations in Perth.
92.9 is a predominately younger station. They are known for predominately top-40 pop music. In terms of demographics, they own approximately 15% of the ages between 10-24, which makes them the station with the largest control of that demographic.
Because of this, they are a great station for advertising products/services for a younger audience. You will often find 92.9 playing a lot of advertisements for nightclubs (for the young adults), but also ads targeted to school kids.
6IX & 6PR
These two stations have been put in the same category for a reason - they have very similar demographic breakdowns.
These stations have control of the majority of the middle aged to older markets (40+). Combined, they collect about 50% of the market that is over 40 years old.
Nova is an interesting station in the sense that it has a very clearly defined demographic. It consists of 33% of the 10-17 year old market and 23% of the 18-24 year old market. This means that over 50% of people under the age of 24 who listen to the radio, listen to NOVA.
If this age range is your target audience, then NOVA is definitely a good station to advertise on.
As a mix station, 94.5 has managed to live up to its name not just in music, but in demographical spread as well.
It has a fairly consistent spread across all of the age ranges. Approximately about 15% of every age group (from 10-65) that listened to the radio, listened to 94.5.
This makes MIX a great all-rounder station for advertising. It might not be the most specific, but it is a good station to add into the mix (pun intended) when running a campaign on various stations.
The majority of 96FM’s listeners sit in the 18-54 markets. They have a pretty even foothold (about 15%) of the listeners in every demographic echelon.
Their promotions range from young adult based events, such as nightclubs to older events like wine bar vouchers.
This station is great for those looking for the ‘meat’ of the adult market.
Spotify is the number one music streaming service in the world, with 191 million active users worldwide, and approximately 4 million Australian using it. The average customer spends 25 hours a month streaming music on Spotify. While Spotify is not limited to Perth only, we thought it was still worth mentioning as a viable radio advertising option.
Spotify allows you to pick your audience based on age, gender, location, activity and musical taste, selecting whether to opt for mobile, desktop or both.
You have the flexibility to set your own budget and campaign dates, with access to Spotify’s insights feature to track the campaigns success.
Source: Commercial Radio Australia Perth Survey 2014
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