NIELSEN CONSUMER INSIGHTS

FMCG Supermarkets

Commercial radio is a key media consumed by grocery buyers. Radio listening trends closely align with supermarket visits, making the medium ideally placed to reach consumers on their path to purchase.

Commercial Radio Australia, working with Nielsen, released the first of a series of consumer insights reports aimed at providing advertisers with further insight into consumer trends, uncovering opportunities for brands to engage with their target audience.

Key National insights include:

  • 69% of avid commercial radio listeners influence grocery purchases.
  • The majority of the 3.9 million avid commercial radio listeners prefer shopping before 1pm on weekdays and between 1–5pm on weekends, well inside peak radio listening times.
  • 62% of avid commercial radio listeners prefer creative that incorporates a price point.
  • 59% of respondents have switched to cheaper brands in the past 12 months, to cope with the increased cost of living.

For more information, please contact Leo Hronsky at leo.hronsky@commercialradio.com.au or 02 9281 6577.