Scar triple m_nrl_pre_mar17

TRIPLE M & NRL – THE PERFECT PARTNERSHIP
81%
Of Triple M Footy fans
intend to listen to the
Triple M NRL call this
season
They tune into the call
because it’s informative,
entertaining and fun- not
like the other stations…
77%
Are also tuning into Dead
Set Legends to stay up to
date
96%
of our listeners say that
the Triple M NRL call
team is their FAVOURITE
call team in the country
Almost 1 in 2
are likely to RECOMMEND
brands which sponsor the
Triple M NRL call
Every year the Triple M NRL call knocks out the competition and it’s not surprising why - listeners describe it as the perfect balance between
insightful and entertaining. But it’s not just the call they are engaging with… whether it be other footy shows, the Triple M website, the app or
even the tipping comp, there are many levels for listeners and brands to engage with. With brands who sponsor the call more likely to be seen
in a positive light and recommended to others, there is no going past Triple M footy to engage with this Australian pastime.
4 in 5
listeners say they
TRUST that the Triple M
NRL hosts know what
they are talking about
The average sponsor of the
Triple M NRL call last
season saw an increase in
BRAND AWARNESSof19%
Source: SCAR NRL Pre- Season Study. March 2017. 2MMM, 4MMM. N = 356

SO WHO ARE TRIPLE M NRL
FANATICS?

WHO THEY SUPPORT, AND HOW THEY ENGAGE…
Who do they support?
26%
12%
7%
7%
7%
7%
6%
5%
5%
3%
3%
3%
2%
2%
2%
2%
Brisbane Broncos
Parramatta Eels
West Tigers
Canterbury Bankstown Bulldogs
North Queensland Cowboys
Manly Sea Eagles
Sydney Roosters
South Sydney Rabbitohs
St. George Dragons
Cronulla Sharks
Penrith Panthers
Melbourne Storm
Canberra Raiders
Gold Coast Titans
Newcastle Knights
New Zealand Warriors
Apart from tuning in, Triple M NRL listeners will also engage with the NRL in
various other ways this season:
84%
will watch a game
on free-to-air TV
So, how do they support
their team…?
74%
will watch a
game live
56%
will watch a
game on Foxtel
54%
will take part in a
tipping
competition
13%
will talk NRL on
social media
51%
will head to the
pub to watch a
game

BEFORE THE BIG GAME, OUR LISTENERS ARE FEELING
A MIX OF NERVES AND EXCITEMENT
There’s nothing like the anticipation of watching their team get up - but while they’re always hopeful of getting a win, there’s guaranteed to
be a bit of nerves involved as well. “Will this finally be their season?” is running through every Triple M NRL fanatics mind at the start of the
season.
When game day rolls around, you’ll find them getting together with friends and family and celebrating (or crying) together...
How do you typically feel when you're about to watch or listen to your favourite team play on game day?
It's game day, got my Broncos gear on and then off to coach softball and if not home
in time have regular game updates
Excited, nervous. Hoping their going to play well and kick some butt!
Enjoy watching the game and unwinding together. Get a bit excited for big games...
Excited, hoping ready for big hits, don on the jersey get with the spirit! Bring it on...
It’s probably that moment I wait for all week for, from when you walk out of work on
Friday afternoon!
Pumped, the kids are getting into the footy now so it's great that we can spend more time
together as a family, makes for interesting times when our teams are playing

THEN THE GAME ROLLS AROUND, THEY’RE ENJOYING
IT WITH FAMILY & FRIENDS
And do you have any special plans that you make when your team is playing?
Everyone in the family brings a plate of food, we sit around and chat with nibbles and
cook the BBQ and watch the footy. Special times and memories are made when watching
with family.
Usually my son and his wife come over and we have a barby before the game
If the family stays at home, we either make a dinner we can eat in a bowl in the lounge.
Or if we’re heading to a game, we go to our local restaurant/bar and eat there.
Thankfully my family and friends are all diehards, so we all get in our supporter gear, jump
on the train and go and watch every game live that we can. It’s a ritual now!
When my team are playing, I know there'll be some mates watching at the local, so I
might get there with them. Or if it's a big game, we might go to a mate's place for it!
When my team are playing, I know there'll be some mates watching at the local, so I might
get there with them. Or if it's a big game, we might go to a mate's place for it!
23%
Catch up with
friends for the
game
20%
Will be firing
up the BBQ
18%
will head to the
game if it’s a
home game
10%
will head to a
pub or bar with
mates
8%
Will kick back,
relax and enjoy
the game by
themselves
Make sure the beers are cold, have the missus take the kid away or put to bed.
Find my spot on the couch and chill out and watch the game.
24%
Get the family
together to
watch the game

RADIO IS KEY IN THEIR FOOTY SEASON
84%
When you listen to an NRL broadcast on radio, what do you want it to be?
Our footy fans want an NRL broadcast which ticks all of
the boxes. Primarily, they want it to be insightful and for it
to give them an insiders perspective into what’s
happening on ground level. On the other hand, it needs
character – by being entertaining and funny, as well as
having some of their favourite NRL legends behind the
mics.
The Triple M call delivers on all of this…
of Triple M NRL
fans expect to
listen to a call on radio this
season

TRIPLE M NRL TICKS ALL OF THEIR BOXES
Triple M ABC Other AM’s (2GB / 4BC)
Triple M is their #1 radio call, and they’ll tuning in regularly
because we deliver what our listeners want.
While they view the calls on other stations as equally informative,
what keeps them coming back to Triple M is a modern call with
the perfect mix of insight, excitement and laughs.
81% of our footy fans say they
intend to tune into the Triple M NRL call this
season!

OUR CALL ISN’T THE ONLY THING THEY’RE TUNING
INTO…
77%
40%
From breakfast through to the afternoon, and even
before the game of a weekend, Triple M’s
programming is pack full of NRL news, gossip and
personalities – it’s part of our DNA.
So whether it’s on the drive home with Dead Set
Legends, on a Saturday morning with two legends of
Australian sporting comedy – Roy & HG – or their local
sports fix on The Weekends, our listeners can’t get
enough of Triple M.
Our commitment to footy keeps them coming back –
so it’s no surprise then they’re keeping up to date with
us both on-air and online…
This season, you’ll also find listeners of the Triple M NRL
call tuning into the following shows for their NRL fix...
35%

THEY’RE GETTING THEIR TRIPLE M FOOTY FIX ONLINE,
AND ON OUR APP AS WELL…
of Triple M footyfans expect
to keep up to date on the
latest NRL news on the Triple
M website this season.
32% Plan on entering Triple M’s NRL
Footy Tipping competition and
compete with their mates for
$5,000
26% Triple M footy fans will be keeping
an eye on live scores, listen to
exclusive podcasts,or streaming
games live using the Triple M NRL
app
21%

HOW BRANDS CAN CAPITALISE
OFF TRIPLE M NRL

THEY LOVE THE TRIPLE M COMMENTARY TEAM
87% say they TRUST that the hosts and
commentators of Triple M NRL know what
they’re talking about
96%of our NRL fans say they LOVE listening to their
favourite footy legends on our Triple M NRL
call
90%say that Triple M’s NRL call team is
their FAVOURITE footy call team in the
country!
(Up from 86% over the past two seasons)
(Up from 80% over the past two
seasons)
(Up from 77% over the past two seasons)
The Triple M NRL call has clearly become their favourite NRL call team in the country
– that’s because we continue to improve our call by bringing together the best brains
and characters in footy.

THEY CONNECT WITH OUR COMMENTATORS AND
TRUST WHAT THEY SAY
“I love listening to them on the
radio”
“What they say relates and
connects with me”
“If they spoke highly of a
product, it would influence my
opinion of it in a positive way”
67%
52%
23%
67%
46%
18%
62%
42%
16%
61%
38%
14%
54%
30%
12%
53%
40%
11%
They trust them, and therefore are more likely to purchase the brands we recommend…

WHICH IS WHY THEY ALSO LOVE OUR SPONSORS
3in 5NOTICE the brands that
sponsor Triple M NRL
3in 5feel POSITIVELY towards brands
that sponsor Triple M NRL
3in 5
RELATE to the brands that
sponsor Triple M NRL
1in 3
are likely to RECOMMEND
brands which sponsor Triple M
NRL
Because our listeners are passionate about and heavily engaged with our broadcast and commentators, sponsors can leverage off of this advertising
environment. They see these brands as supporters of Triple M and our NRL call and view them more positively. As a result, they are more likely to
recommend and purchase these brands or products that our commentators recommend more than ever.
46%of our listeners say when the
hosts of Triple M NRL endorse or speak
highly of a product, it influences their opinion
of that product in a POSITIVE way(Up from 34% in 2015)
45%of our listeners are more likely to
CONSIDER purchasing
brands, products and services the hosts of the
Triple M NRL broadcast RECOMMEND(Up from 38% in 2015)

BUT THEIR WEEKENDS AREN’T JUST ABOUT FOOTY…
60%
45%
33%
29%
28%
24%
24%
23%
23%
22%
17%
17%
16%
9%
Housework
Doing the grocery shopping
Going to a shopping centre
Working
Doing DIY/renovations
Popping to the liquor store
Washing/servicing the car
Taking the kids to sports commitments
Playing sport/exercising
Going to a hardware store
Filling the car up with petrol
Going to a cafe/restaurant
Paying bills/organising finances etc
Eating take-away food
On Friday nights prepare dinner, wash and wipe up afterwards. On Saturday
mornings I wash clothes and clean my house and backyard. On Sunday
mornings go to the markets to buy fresh fruit and veges, and grab a few odd
things from the supermarket.
Come home from work Friday night, shower, cook dinner, watch for the
footy to starts. On the weekend I do housework grocery shopping, take the
kids to sport, visit family and friends. So I’ll tune into Triple M if I’m out and
about and can’t catch the game at home.
Do the kids sports run, soccer, gymnastics, dance, swimming, do a bit of
exercise myself, then some jobs around the house.
Whilst footy is a big part of the weekend, they’ve got plenty of running around to do before they can sit down, relax and enjoy the football.
Whether it be doing housework, topping up the groceries, taking the kids to sport, or making sure the beer fridge is topped up they are keeping
themselves busy.
And which of the below might you typically be doing on a Saturday/Sunday morning before you can
relax and watch or listen to the footy?
Friday night is popping into the bottle shop and grabbing some take-away
after work before enjoying the game. Weekends is chores around the
house. Listen to Dead Set Legends while working around the house and
driving around picking things up
Friday night I usually have an add shift after work and am watching the clock so
I can get in the car to listen to the coverage. Saturday I usually do whatever I
need to get done for the day then just before kick off I get my snacks and drinks
ready to go.
This present the perfect opportunity for brands to speak to our listeners about the things they need BEFORE they can relax and enjoy the
game…

THERE’S A VARIETY OF THINGS THEY NEED TO PICK
UP BEFORE THEY CAN RELAX AND ENJOY THE FOOTY
63%
Alcohol
37%
Fast-food
36%
Coffee
23%
Chips /
confectionary
23%
Restaurant meals
34%
Social media
24%
Garden tools
23%
Petrol
16%
Hardware items
15%
Power tools
20%
Sports
equipment
15%
Online
gambling
Food & Drink Household / Personal Supplies Online & Other
65%
Groceries
22%
Online
shopping
And which of the following items / products do you typically use, consume or purchase before a big game, or at some time over the weekend?
Given that Triple M listeners are consuming a wide range of goods over the weekend – from groceries, to hardware, to online shopping – this
presents brands the opportunity to make a connection with an engaged audience of NRL fanatics, and speak to them right before they’re
ready to get pumped up by the Triple M NRL call!

CASE STUDY – THE TRIPLE M NRL CALL IS PROVEN
TO BOOST BRAND AWARENESS
99%
91%
88%
76%
74%
52%
53%
43%
33%
99%
93%
90%
85%
83%
72%
66%
54%
49%
Electrical Retailer
Machinery Hire
Automotive Retailer
Renovation Retailer
Fuel Brand
Law Firm
Machinery Brand
Roofing Brand
Personal Care Product
Pre-Season
Post Season
Prompted Brand Awareness – Triple M NRL Listeners
Because our listeners are passionate about and heavily
engaged with our broadcast and commentators, our Triple M
NRL sponsors leveraged off of this advertising environment in
2016.
As you can see, our listeners were more likely to be aware of
each of our sponsors by the end of the season – with an
average increase in brand awareness of 19%.
No matter how large or small, popular or niche the brands
which have sponsored the Triple M NRL broadcast have been
in the past, each of them have seen increases in prompted
brand awareness from pre-to-post season.
Triple M NRL – it’s a proven brand builder.
+2%
+3%
+11%
+13%
+40%
+24%
+28%
+28%
Source: Southern Cross Austereo NRL Post Season Study. September 2016. 2MMM, 4MMM, KOFM, GOLD FM. (Pre - N=432. Mid - N=396. Post - N=380)

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