WHAT'S HOT AND WHAT'S NOT
March 2024
The national mood is on the decline as Australians feel the cost of living. The desire for tertiary education, the most popular radio content, and radio listening times are all fuelling opinions and conversations this month.
1-4 March, 2024
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has declined this month with a rise in negative emotions. This change is led by increased feelings of being frustrated and sceptical as well as decreased feelings of being optimistic and encouraged.
Despite this, the top 3 emotions this month were positive ones – with feelings of being relaxed, calm and hopeful.
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Dominant mood indicators
The top 10 dominant moods are an even mix of positive and negative emotions. Countering the top 3 emotions, which were positive, feelings of being frustrated, anxious and stressed remained high in the 4th, 5th and 7th positions of most prominent emotions this month.
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Cost of living
Cost of living: more Australian's feeling the pinch
Less than half of Nine’s audiences are feeling financially comfortable at the moment, which comes at the same time as 21% of Australians are “feeling the pressure” when it comes to their personal finances.
Most are affected by the rising cost of groceries (80%) and utilities (70%), while the rising cost in insurance premiums (66%) and general goods and services (64%) continue to affect Australians.
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Conversation starters
EDUCATION
Of Nine's audience under the age of 45 are interested in pursuing tertiary study
4 in 5 people under the age of 45 are doing or plan to begin some type of tertiary study to help with their career. This compares to the general Nine audience, of whom 43% have plans to undertake any type of tertiary education.
Among this under-45 age group we also see that 1 in 5 are either currently studying or planning to do so in the next two years.
BRAND CONSIDERATION
To align your brand to the under-45 demographic, target educational and career aspirations in your marketing objectives
TRUST IN NEWS
News updates are
for radio listeners
Among Nine’s radio listening audience, news updates are the content of most interest, with 7 in 10 noting as such while music segments (59%) and interviews with industry experts (49%) are popular across all age groups and genders.
Among the under-45 age groups in Nine’s audience we see higher importance placed on interactive content such as competitions (34%) and listener call ins (39%) than with the over-45 audience.
BRAND CONSIDERATION
As 7 in 10 radio listeners value news content, align your brand message with trusted and credible sources to benefit from their loyal listeners. This can in turn have a positive halo effect for your brand
LISTENING HABITS
listening in the car and at home
Among Nine’s audience we can see the most popular times to listen to talk radio are while driving in the morning (71%) and in the afternoon (64%).
However, listening to talk radio at home is still a very popular option, with listening during personal time (55%) and while doing chores (44%) still very popular among Nine’s audience.
BRAND CONSIDERATION
To ensure your brand reaches an audience at scale, consider peak times and consumption habits when aligning your media plan
GET IN TOUCH
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