Unlock the power of premium audio solutions with Nine
Nine’s live and local audio content has never been more effective, whether it’s tuning into our live talk radio stations, digitally streaming on your own device, or listening to one of our specialist entertainment and investigative podcasts.
Australia’s most powerful and agile audio platform allows brands to reach highly engaged audiences and deliver truly incredible business results.
Connect to a new generation of listeners through the power of Total Audio
The way our audiences listen is changing and we’re changing with them
Here’s what you need to know:
GFK Survey 7 2024
Melbourne’s 3AW has solidified its No.1 position as the city’s go-to station, while Sydney's 2GB dominates the talk scene in GfK Radio 360 Survey 7.
Ross and Russ reign supreme across Melbourne’s airwaves in 3AW Breakfast with a commanding 20.8 share, while Tom Elliott maintains his lead in Mornings with a winning 15.7. The station overall remains unbeatable, achieving a 14.0 share. In Sydney, 2GB retains the top spot as the city’s No.1 in Talk, delivering a 9.8 share. Ben Fordham continues to dominate in Talk across Breakfast with a 12.3 share (up 0.1), and Ray Hadley is also No.1 Talk in Mornings with 11.1.
Nine Radio’s Head of Content, Greg Byrnes, said: “Survey 7 highlights the dominance of 3AW and the trust that's linked to talk radio at a time when the audio market has never been more competitive, particularly in Sydney.”
NO.1 TALK
15.3% COMMERCIAL SHARE
661K CUMULATIVE AUDIENCE
OUTRIGHT MARKET LEADER
19% COMMERCIAL SHARE
781K CUMULATIVE AUDIENCE
7.2% COMMERCIAL SHARE AND CUME GROWTH REACHING 148K LISTENERS EACH WEEK
#1 TALK STATION IN PERTH
11.7% COMMERCIAL SHARE
211K CUMULATIVE AUDIENCE
Nine Digital Audio – October 2024
3.82M
Podcast downloads
1.53M
Podcast listeners
Source: GfK Radio360 Ratings, SMBP Survey 6 2024, Mon-Sun 5.30am-12MN, Cume (000s) Total Radio, Commercial Streaming Share %, Mon-Sun 5.30am-12MN, Breakfast 3AW Mon-Fri 5.30am-8.30am, 6PR Mon-Fri 5am-9am, Nine Radio - 2GB, 3AW, 4BC, 6PR, AP10+ unless otherwise specified. Triton Streaming, Podcast Metrics, October 1-31 2024, Downloads, Listeners, Cum, Session Starts, Unless otherwise specified. Total Nine Entertainment
Nine Audio
Harness Nine's Superhosts to supercharge your brand messaging
When you choose Nine Radio you are inviting the hosts, their personalities and respected opinions into your inner circle. As a result, our listeners are all ears because it’s like hearing it from a trusted, loyal friend.
As enablers of real change, Nine’s super hosts set the agenda, rallying businesses, government and communities to drive real action.
Nearly 50%
Of our weekday listeners are exclusive to Nine Radio – you can’t find them anywhere else.
Source: GfK Radio360 Ratings, Survey 6 2023, Mon-Fri 5.30am-6pm, Exclusive Cume (000s), Commercial Stations only, Nine Radio – 2GB, 3AW, 4BC, 6PR AP10+
Deeply engage with local content, making your brand part of community conversations
Nine Audio delivers meaningful local connections talking about topics, issues, products and services that directly relate to local areas.
Localism is a powerful brand perception and engagement influencer. Half (51%) of all Australians want to see brands demonstrate their connection to local communities. Local impact with national influence, the true value of localism. That’s what Nine Audio can offer.
Source: Neighbourhood Watch
Jumpstart your campaign by adding digital audio
Digital audio is central to our national audio footprint and local DNA to form Total Audio at Nine, across live linear radio, live stream radio and catch up and original podcasts. With our expansive content reach and innovative new app technology, combined with the return of pre-roll ads, your brand can engage audiences more deeply and widely than ever before. Our market-first digital audio data proposition and advanced ad tech stack offer unparalleled efficiency, providing tactical use cases that empower clients to optimise their campaigns.
Contextual relevance makes your message work harder
Studies have shown how ad-context alignment drives business outcomes:
+30%
+37%
Enhanced engagement with advertising
Increase in purchase intent, delivered by contextual alignment
+67%
+23%
Increase in unaided awareness
Lift in sales
Source: Radiocentre’s ‘Emotional Multiplier’ study & ARF’s contextual alignment study 2020
Up to the minute news, sport
and opinion
More than 100 podcasts across diverse content verticals
Credibility by association
All ears, deep pockets — unlock this highly valuable audience
80% of Australia’s wealth is held by 41% of the population aged 45 years+. And 67% of Nine Radio listeners are aged 45 years+.* Nine Audio’s audience is highly targeted, engaged, affluent, and deeply loyal to our brands.
Source: Blindspot, Nielsen CMV, Metro Survey 9, Fused Radio Currency, Mon-Sun 5.30am-12MN, Cume (000s), Nine Radio - 2GB, 3AW, 4BC, 6PR, AP18+ vs SMBP AP18+. *GfK Radio360 Ratings, Survey 6 2023, Mon-Sun 5.30am-12MN, Cume (000s), AP45+, Nine Radio – 2GB, 3AW, 4BC, 6PR
Highly
receptive
More interested in a range of brands and products, including big-ticket items like travel, home improvement/DIY, grocery and auto, than your average audience
With the means
to take action
6 times more likely to go to an advertiser’s website if they have heard it on radio
64% of listeners take action from radio advertising
Open minded and valuing "value"
Nine Radio listeners are open to change with more than 2 in 3 shopping for bargains and specials or switching brands based on special offers
Source: Blindspot & CRA
We mean business
Nine Audio is the perfect combination for your media strategy. Across talk radio, digital streaming and podcast, our total audio offering can drive incremental reach for your campaign. Nine Radio extends the 25-54-year reach by at least 373,000 weekly listeners when combined with any other network.
We know that every dollar counts. With access to Nine’s largest local, first party data to maximise targeting and minimise wastage, plus completely measurable attribution reporting through Veritone, Near, Gemba and Podsights coming soon.
Partner with Nine Audio to influence consumer behaviour and business outcomes.
Source: GfK Radio360 Ratings, Survey 6 2023, Cume (000s), Mon-Sun 5.30am-12MN, Graphical Overlap, AP25-54, AP35-54, Nine Radio – 2GB, 3AW, 4BC, 6PR
Black Friday Cyber Monday BAM
A Brand Awareness Maximiser (BAM) campaign gives you the opportunity to take over Nine Audio's airwaves across a single show or an entire day, locally or nationally. By strategically placing your brand in key moments, leveraging familiar and influential voices, BAM ensures your message cuts through the noise and deeply connects with consumers. With the upcoming Black Friday and Cyber Monday retail period fast approaching, now is a perfect opportunity to make an impact on our listeners.
Unlock digital targeting at scale with AP+ Demo
Extend demo targeting across 3rd party apps, smart speakers and podcast platforms – including.
Tailor your message to reach target audiences wherever they are and wherever they listen.
Demographic targeting on and off network. Add reach to radio and efficiency to your campaign.
Create talkability for your brand
Realise creative audio solutions with
Nine's Superpower: Surround Sound
Multiply your impact with Powered
by Nine
Through Powered, Nine’s client marketing solutions division, we’ve upped the game on audio in terms of strategy, creativity of solutions, and measurement of effectiveness. Whether it’s audio-only or cross-platform, Nine’s Total Audio offering has developed powerful and agile platforms that will allow you to move quickly, reach a valuable target audience, and use our stations as a growth engine for your business success.
It's time to leverage the power of premium audio solutions with Nine in 2024
Contact us for more information on how your brand can leverage the power of Nine Audio to deliver real business outcomes.
