Media Monday: First-ever digital radio audience figures, Instagram self-serve, circulation figures

In Australian media news this week, digital only commercial radio networks release audience figures for the first time, Gruen returns to ABC, OMD delivers Instagram self-serve ad campaigns for McDonald’s and Qantas, News Corp Australia and Pacific Magazines release circulation figures, Guardian Australia chooses Krux as its DMP.


First-ever digital radio audience figures released

Commercial Radio Australia has released its first set of audience figures for commercial digital radio networks since the first DAB+ only station broadcasts in 2009.

Commercial radio networks in metropolitan regions intend to focus on selling advertising to these DAB+ only stations.

The total DAB+ audience is at a high of nearly 3.2 million people across the the five metropolitan areas: Sydney, Melbourne, Adelaide, Brisbane and Perth. This includes 1.36 million listeners weekly to the DAB+ only stations.

  • Sydney: 1,053,000 total digital audience, 469,000 DAB+ only stations,
  • Melbourne: 1,018,000 total digital audience, 428,000 DAB+ only stations,
  • Brisbane: 444,000 total digital audience, 192,000 DAB+ onlys tations,
  • Adelaide: 282,000 total digital audience, 122,000 DAB+ only stations, and
  • Perth: 367,000 total digital audience, 151,000 DAB+ only stations.

Top 10 Commercial DAB+ only stations

Monday to Sunday, 5.30am to 12am, people over 10.

  1. Triple M Classic Rock: 173,000 cumulative audience,
  2. Coles Radio: 140,000,
  3. Pure Gold 80s: 131,000,
  4. Koffee: 103,000,
  5. Edge Digital: 101,000,
  6. Buddha: 98,000,
  7. Stardust Radio: 96,000,
  8. More 80s and 90s: 85,000,
  9. News Talk Sport: 81,000,
  10. Pure Gold 90s: 71,000.

Previously, audience numbers for commercial radio DAB+ only stations have been released in top 10 and top three lists of DAB+ only stations by market.


Gruen returns to ABC with streamlined name

Gruen is back after two years. The TV show about advertising featuring industry experts Todd Sampson and Russel Howcroft and hosted by comedian Wil Anderson will return to ABC under a new name, just ‘Gruen’ – dropping the ‘Transfer’ or ‘Planet’ from its title.

Gruen will air on ABC on Wednesdays at 8.30pm from 9 September, replacing The Weekly with Charlie Pickering.

The new series of the show will include favourite segments such as ‘The Pitch’, which pits creative agencies against each other on hilariously impossible briefs.




OMD delivers Instagram self-serve ad campaigns

McDonald’s and Qantas have launched and delivered the first Instagram self-serve advertising campaigns this month with Omnicom Media Group.

The McDonald’s campaign featured immersive placement of video ad formats overlaid with Facebook targeting signals.

Qantas used mobile app install ad formats, targeting relevant customers who would benefit from using the app on Android or iOS devices.

Both are reporting strong results.


Audit Bureau of Circulations figures

The latest Audit Bureau of Circulations quarterly circulation figures have been released. News Corp Australia and Pacific Magazines have released some of their highlights.

News Corp Australia

  • The Australian: digital subscribers Monday to Friday – 9.1% growth year-on-year to 70,000, and
  • Herald Sun: digital subscribers Monday to Friday – 18.5% growth year-on-year to 60,000.

The company also added:

  • EMMA data from last week found News Corp Australia reaches 14.8 million Australians each month, or 83% of the population, and
  • the latest Nielsen online ratings showed increased its audience by 10% in July to a record high 4 million for the month.

Pacific Magazines

Pacific Magazines’ Prevention jumped 30.7% in circulation to 58,845 following the title’s recent relaunch and redesign.

The magazine has also had strong overall audience growth, recording eight consecutive quarters of total audience growth.

The company is promoting that its total monthly consumer contacts increased 15% year-on-year to 17.4 million per month, but most of that growth is due to social media followers. Readership itself has actually declined 10%.

  • 8.1 million readership (down 10.7%),
  • 7.5 million social followers (up 74.1%), and
  • 1.8 million website/EDM subscribers (up 0.2%).


Guardian Australia chooses Krux

Guardian Australia has chosen Krux as its data management platform (DMP). The global publisher will work with Krux in several international markets, including Australia. It will utilise the platform’s audience data and segmentation capabilities.


Michelle Herbison
BY Michelle Herbison ON 17 August 2015
Assistant editor, Marketing Magazine.