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 & Audio, 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:

  • 69% of avid commercial radio listeners influence grocery purchases
  • The majority of the 3.9M 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 email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio & Audio’s prior consent.

Back to Nielsen Consumer Insights