Advertising on Energy FM Australia offers a unique combination of high reach, high targetability, and low cost. When compared with other approaches of traditional direct marketing and broadcast direct-response advertising techniques that drive response and deliver new customers, radio advertising can be - and is for many of our clients - the main engine of growth and profitability for a business.

The fundamental advertising axiom of reaching the right people at the right time with the right message at the right cost is more possible with radio than with TV or print advertising. As a result, your dollars spent on radio advertising are more efficient, generating a greater return on investment. Using the knowledge gained from our audience interaction, we can tailor your radio advertising campaign so it is targeted for our audience.

The cost of radio advertising is perhaps the most obvious and important characteristics that makes it a very attractive advertising vehicle. On both creative development and media costs, radio beats most media by a significant margin. Where the most simple and least expensive TV spot or print ad will take months to produce, you can have a radio spot created in a matter of days. With other advertising mediums, you can invest thousands of dollars before you know whether a campaign will either take flight or until enough is learned to determine that it won't work. With radio, the testing happens much faster, so it costs you less in time value of money, as well as a lower up-front and at-risk investment.

Who listens to radio?

Despite increasing competition from mobile phones, iPads, music players and the internet, Australian commercial radio continued to grow its audience in 2010. Commercial Radio Australia's end of year report, which is based on Neilsen's eight metro ratings surveys, shows free-to-air commercial radio had a cumulative audience of 9.19 million listeners per week in 2010. That's 250,000 more people a week than last year, where 8.94 million people tuned in. In 2008, 8.79 million listened on a weekly basis. The data shows 1.164 million young people aged 10-17 years listened to commercial radio each week, reaching 86 % of all young people. People aged 25-39 years were the biggest listeners, with 2.459 million people listening each week (77% of the age group).

Breakfast has remained the most popular time slot, with 7 million people tuning in weekly. Despite the popularity of mobile music players, most people still listened to the radio at home (47%), compared to the car (32%), work (17%) or elsewhere (2%).

Who listens to Energy FM?

The broadcasting footprint of our free-to-air service covers approximately 220,000 potential listeners living in central Hobart, the eastern shore, Kingston and the northern suburbs. Our national and international audience listen online using their personal computers a their mobile devices. Our live stream can be initiated from our website and over 1.2 million users can find us in the radio lists within iTunes and on Apple TV. We are also listed in many other online radio applications. As a result, we have gained a strong listenership in the United States, United Kingdom and other parts of Europe.

"Dance" or "club culture" has become an international, multi-million dollar market, replacing rock as the most globally significant form of music. This form of music is typically enjoyed by an audience that is style conscious and technology savvy; comprising of young professionals who are early adopters of new products and consumers of "the latest thing". This presents us with a unique opportunity to provide entertainment and marketing to a local audience who would normally source this form of entertainment by other means (such as the Internet).

How do we know?

We conduct research by interacting with our audience to gather valuable statistics. We do this by running competitions, listener shout-outs and on-air giveaways. The power of the Internet also enables us to monitor how many online listeners we have and where they are located anywhere in the world.

We use our research to provide relevant information to advertisers and their agencies so that they, like all product or service users, are able to ascertain exactly what they get for their money; determine the extent, time and place of radio listening by all target audiences and; assess the patterns of listening so station's can improve the product for their listeners

As a broadcast medium, radio can be accessed anywhere, anytime by anybody. It's up to the minute, up to date and up to you - giving us valuable statistics that is used to tailor our advertising campaigns. Without this research, the we would have little idea as to the extent of radio consumption.

Why does radio advertising work?

Radio reaches virtually everyone in many environments – at home, in the office, car or even while surfing the Internet. No matter where people are, radio is there. Research shows that 64% of listeners take action as a result of what they hear on radio. Some responses include; talking about what they've heard, visiting a website or making a purchase.

Radio cuts through – it is the medium that people spend most time with through out the day, providing ample opportunity for a message to reach its audience. People carry out a wide range of activities while simultaneously listening to the radio.

An anywhere, anytime medium – given radio's portability, advertisers have the opportunity to reach people on the go, giving them an edge over competitors. The accessibility of radio enables listening to occur in places that other media may have difficulty reaching, for example you shouldn't read a newspaper or magazine whilst driving, or watch the television in the shower!

Targeting – radio allows messages to be tailored and localised to each audience. Advertisers can target their message to specific demographics and communities, geographic areas, and around events and genres in a market; therefore reducing wasted advertising messages.

Pulse of the community – people listen to the radio to find out what is happening in their community such as special events, news, traffic updates, weather reports, sport, entertainment etc. It's more local than global….the traffic is jammed or the bridge is closed.

Connected to our audience - Listeners feel a strong connection with their favourite radio stations.

Consistent all year round – radio does not have a noticeable summer audience decline.
Influential – influences consumers closest to the time of purchase. Radio is the medium to build top-of-mind awareness.

Cost Effective – radio offers reach, frequency, impact and economical advertising solutions for advertisers in media value and production solutions.

Flexibility – urgent, immediate and flexible – radio commercials can be created quickly without the production and delays of other media. Copy can be produced and revised at short notice.

Strong call-to-action – radio commercials can be selectively scheduled by day-part and weekday, enabling messages to be delivered close to purchase. Listeners can act on an advertisers message and participate in station competitions.

A competitive medium – the growth of national talk and music station networks and growth in off-air promotions has made radio more attractive to national advertisers, and more competitive with national media. Radio can localise a national or even global issue.

Run of station advertising

This is the most common and economical way to buy radio advertising if you want to reach our audience at all times of the day on our free to air service. Energy FM Australia will run your radio commercial over the 6am-8pm period during our general programming. You get to choose the quantity of "spots" you want to buy, the "frequency" at which they should be played and when the advertising campaign should run on air.

Premium ads - from $12.51

Radio ads in this category will be played during our prime time radios show when we have the most number of listeners. The average package cost is $16.98 per ad spot.

Breakfast Show: 6am-9am, Mon-Fri
Drive time Show: 4pm-7pm, Morphine

Standard ads - from $8.34

Radio ads in this category will be played during our off-peak daytime periods when we have listeners tuning for longer periods - particularly whilst they are at work. The average package cost is $11.82 per ad spot.

Daytime shows: 9am-4pm, Morphine & 6am-7pm Sat-Sun

Off peak ads - $5.00

Radio ads in this category will be played during our off-peak night time periods when we have a lot of international listeners tuned to our live stream - particularly in the US and Europe. Our local audience is also listening to our dedicated and special interest shows during this period. The average package cost is $7.09 per ad spot.

Overnight shows: 7pm-6am, Mon-Sun

Online advertising

Our audience is actively encouraged to interact with the radio station using our website. Users of the website can take part in music polls, enter competitions, get program information, make requests, purchase tickets to events, interact with other listeners and to listen online. The majority of our audience visit the website on a regular basis. We use this online interaction to gauge the success of our programming and advertising campaigns.

We offer banner advertising on our website and is the perfect compliment to your on- air advertising campaign. Your banner ad can be static or animated and is clickable - taking the user directly to your website. Your banner is displayed randomly in rotation with other banner advertisers on all pages of our website.

The average cost of online advertising is $14.29 per day.

Social Media

Our social media groups are growing a phenomenal rate every day on Facebook and Twitter. We actively promote our advertising partners to our social media audience and leverage our social media platforms to enhance your advertising campaign.

Giveaways

One of the most economical, entertaining and interactive forms of promotion on radio is achieved by using on air giveaways.

This is where you give us your products or services to simply give-away to our listeners. This is typically done during live competitions on air (or similar). Our radio announcers interact with our listeners - encouraging them to participate in some form of on air activity. The listeners are then awarded your give-away as a prize.

You and/or your products will be constantly acknowledged during our on air promotion or competition. We always consult you so that the campaign is tailored to suit your business and the prize you are giving away.

Giveaways are the perfect compliment to your on air advertising and will dramatically increase the effectiveness of your advertising campaign by raising your profile significantly on air.

Make a Booking

More information about our advertising packages, our current pricing and to make a advertising booking, please contact one of our sales representatives. We'll send you an information kit and help you get on the air with a targeted advertising campaign that will put you in touch with our listeners.

Phone: 03 6224 9622

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