Regional Radio Audience Snapshot 95% of Australians listen to the radio each week Radio now reaches over

11 million people weekly throughout Australia Breakfast radio reaches over 8 million people weekly

Regional Australia is an important and significant market Nearly 40% of Australians live in regional areas* One fifth of regional Australians are heavy listeners of commercial radio o 18% of regional Australians tune in for more than 16 hours each week

Profile of Regional Australia 18% of regional Australians tune in to commercial radio for more than 16 hours each week compared to 20% in metro areas 51% talk about what they hear on the radio 20% trust their favourite radio station to inform them 51% listen to the radio for information/news on their city 33% have made a purchase from a furniture/appliance store in the past month 73% have purchased at a department store in the past month 65% prefer ads that they them information 42% of regional Australians always listen to the radio on the way to work compared to 45% in metropolitan areas 26% of regional Australians have a home loan, 28% metropolitan Australians

Profile of commercial radio listeners in regional Australia 55% talk about what they hear on the radio 23% trust their favourite radio station to inform them 56% listen to the radio for information/news on their city 33% have made a purchase from a furniture/appliance store in the past month 74% have purchased at a department store in the past month 67% prefer ads that they them information 65% prefer ads that are entertaining

Commercial Radio listeners in regional Australia are more likely than the average person to intend to purchase household appliances In the next 12 months, they are: 5% more likely to buy a refrigerator 11% more likely to buy a dishwasher 5% more likely to buy a washing machine 8% more likely to buy clothes dryer 13% more likely to buy a hi-fi unit valued over $1500 8% more likely to buy a TV/home entertainment unit valued over $1500 17% more likely to buy a surround sound system 19% more likely to buy a plasma television

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And regional commercial radio listeners trust product endorsements by experts. They are 8% more likely to agree that they are reassured to use products that an expert recommends

Regional Australia is not indifferent to metropolitan Australia People in regional Australia Change radio station when an ad comes on less often than those in metro areas Listen to the radio on the way to work in the same proportion as metro Australians - 42% of regional Australians always listen to the radio on the way to work compared to 45% in metropolitan areas Have the same level of home loan penetration - 26% of regional Australians have a home loan, 28% metropolitan Australians Are inclined to do the following in the same proportion as metro Australians: - agree that grocery ads influence shopping habits - like trying new food products - agree that when children come shopping, they spend more - pay extra for well known brands - switch food brands for bargains/specials - look out for new brands at the supermarket Supermarket shopping habits of regional Australia mirror those in metro areas - 28% shop between 9am-1pm and 21% between 1-5pm Regional Australians shop as regularly as people in metro areas - 32% of regional and metro Australians visit a supermarket several times a week Both regional and metro consumers are most likely to grocery shop on Thursday and Saturday

Source: Nielsen Media Research, Panorama, National Survey 3 (May 2005 April 2006), All people 14+ unless otherwise stated. * Source: ABS Census 2001

Copyright Commercial Radio Australia Ltd 2006