Nine Upfront - Total audio and first-party data

Chris Pash
By Chris Pash | 15 September 2021

Nine Radio has unveiled the next stage of its digital transformation, highlighting the importance of first-party data as it accelerates towards a total audio proposition for advertisers.

The company confirmed it had implemented single sign-on (SSO) across its digital radio platforms, to complement its existing logged-in users and Nine’s wider data pool of 14 million people.

“The future of radio is total audio. A combination of live linear radio, live streaming and ondemand audio or podcasting. We have spent the last year understanding how our listeners are consuming our live and local content and what this means for advertisers across our digital platforms,” Tom Malone, Nine’s managing director, radio told the Nine 2022 Upfront presentation.

Over the past two years, Nine Radio has implemented a “live and local” strategy across its radio network creating “talk for a new generation”, resulting in year-on-year audience growth of 11% and 14% against P25-54.

“Nine Radio is successfully executing generational transformation to broaden our audience, extending the dominance of 2GB in Sydney and 3AW in Melbourne, while re-establishing 6PR in Perth and 4BC in Brisbane,” Malone says.

Every month, 15% of Nine’s audience is streaming radio or consuming podcasts through their mobile phone, desktop or smart speaker.

Last month 12 million streams and 600 million streaming minutes were consumed across Nine’s digital platform, creating an enormous opportunity for advertisers.

“The era of radio being defined by a dial with AM or FM is long gone,” says Malone. “The way we listen to radio is changing and Nine Radio is at the forefront with a unique product which is at the heart of each city our stations serve. Our broadcasters are now available anywhere, anytime, anyhow – through apps and smart speakers. The ubiquity and mobility of radio has never been stronger.

“With 600 million streaming minutes each month, podcast consumption growing and an engaged audio audience with a high disposable income, there has never been a bigger opportunity for brands to connect with the Super Consumer.”

Nine has already developed its leading technology platform Nine Galaxy for radio. It will soon roll out Galaxy for live streaming and podcast.

“The way listeners tune in is changing and so too is the way marketers and agencies buy our digital audiences,” Malone says.

“Soon you’ll be able to use Nine Galaxy to buy total audio in the same way as you will buy total TV, automated and addressable.

“Live linear, live streaming and podcast, all delivered using Nine Galaxy and powered using Nine’s unique first-party data, giving brands an addressable audio platform at scale.”

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