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Marketing professor Mark Ritson recently explained: "Podcasts are not the future in the sense that there's a flip from radio to podcast, it's incremental and additional to radio advertising.”

Traditional radio remains extremely important, but podcasts are one of the fastest growing digital media platforms – they complement what traditional radio offers listeners. Podcasts are part of the audio church, but they're different beasts and they're incremental beasts."

He also believes radio has been underrated as an advertising medium in maximising the overall impact of what brand’s and businesses are marketing.

Radio has the ability to deliver 3.5 x 4 the impact on retention, generate double-digit improvements across brand association, mental availability, acquisition, and brand awareness to elevate brands above the noise, Ritson highlighted at the recent Commercial Radio and Audio (CRA) event, Heard. He talks about radio being the ultimate sidekick.

Clients want 2 things audience & effectiveness. We believe Audio is uniquely positioned to deliver up and down the funnel from awareness to conversion

NZME’s audio study reinforces these findings. Brand impact is higher in campaigns with radio. When radio is included, campaigns deliver stronger impact on brand awareness, product knowledge and help to build distinctive assets.

We know our talent voices connect with audiences and tribes like no other!

80% of people think the human voice can establish trust like nothing else. E.g. NZME Adlibs

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With increased digital consumption comes increased data.

Increasing our utilisation of this data allows us to generate content recommendations and personalised advertising for listeners, meaning we can ensure they are more engaged and they’re being served the content that appeals to them the most.

The data available across all our digital platforms at NZME means we can offer you as our advertisers better opportunities to connect with the right audiences, based on their listening behaviours.

Not only does this mean a better listening experience for the user, but it also means advertisers are able to reach highly targeted audiences

First party data is a key area of focus for us, ensuring we know more about our audiences and how they are using NZME’s products.

One of NZME’s strategic advantages in the local publishing market is the depth and diversity of our platforms and data – the NZ Herald, combined with our subscriptions data from Herald Premium, Viva and BusinessDesk, listening affinity data from iHeartRadio and purchase intent data from One Roof, Driven Car Guide and Travel gives us access to rich audience insights.

All the declared and inferred data we collect is ingested into our data platform and then enriched with off line data and 3^rd party partnerships to create rich user profiles.

Our 1^st Party Data strategy over the next 3 years is focused on driving ‘more known users’ which will give us deeper insights to fuel the growth of our subscriber base but also enable us to deliver a rich portfolio of data targeting solutions for advertisers.

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1.3 million devices*

885,000^ + monthly listeners

New Zealand's leading network with award-winning podcasts�Available wherever you get your podcasts

Integration into 60+ devices

1.9m weekly listeners

8 Network Brands over 148 frequencies�13+ Live & local markets

66,099 listeners of playlists*

Fletch, Vaughan & Hayley Live�Matt & Jerry Live�Toni's Book Club

Source: GfK Commercial RAM, S1/24, Total NZ, Cume, AP10+, M-S 12mn-12mn (unless otherwise stated). *Adswizz AudioMetrix June 2024 ^Triton June 2024

Podcasts

iHeartRadio

Music & Events

Live radio

Media Fragmentation is an advantage: NZME’s Audio’s audiences across our total Eco-system are all reachable for XXX AGENCY

NZME Audio: Local to national. We connect communities at scale

Two key WAYS into NZME Audio: Hyper Local & Hyper contextual

Talent is at the heart of our business. Podcast has meant NZME has one of the most diverse and impactful line-up of talent. From traditional broadcasters to new faces and platforms: NZ Herald, Business Desk

No longer beholden to linear programming

NZME: Live Radio: 148 frequencies, But to make it EASY: 8 Network Brands, 13+ Live & local markets (talent & street teams)

NZME iheart: Offers integration into 60+ devices, with access across the NZME Eco-system

NZME Podcasts (and inventory): Across all Pod Catchers

Music & Events: Playlist 66,099 Cume, Matt & Jerry Live, FVH Live. Activations & Onsites

NZME Audio reaches new audiences in more moments than EVER

Each of our brands have multiple touch points

Linear – digital - podcast – local & live

Power of NZME’s eco system – we have tribes and scale that can drive engagement

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Radio. Music. Podcasts. September 2024.

Digital radio

Music streaming

NZME Podcast Network

Digital

audio

Monthly

audience

Available

on

The NZME Podcast Network encompasses all NZME produced original podcasts, NZME radio station on demand podcasts, and exclusive network reseller rights to podcasts from our international partners iHeartRadio USA, Audioboom and Australian Radio Network. All podcasts can be downloaded on all available podcast players.

Device reach

Total listening hours

(doesn’t include co-listening)

1.31 million

6.97 million

CUME

Total listening hours

66,099

Devices

Mobile

Desktop

Speakers + other

53%

17%

30%

Connected devices

Radio Websites

Smart Speakers

iHeartRadio

Your ads in our podcast network, wherever you listen

44%

20%

22%

14%

Includes watches, Car play, Sonos

Sources: Digital Radio - Adswizz Audio Metrix, September 2024. Podcast - Triton Metrics September 2024. Playlist – Adobe Analytics, since launch Sep 23. * Q4 2023 aggregated listening to Artist Radio feature on iHeartRADIO – Adobe **iHeart International covers content made by iHeartRadio and ARN/Audioboom

Plus, access to Music Playlists, for every mood and moment, plus celebrity curated playlists from the minds of such talent like Taylor Swift, Dua Lipa and Post Malone. Ads are inserted in between songs

767,756

304,278

Stream starts

product

Live stream any NZME radio station or�thousands of local & international

radio stations on the iHeartRadio platform.

Content owner

NZME

ARN

Total [audience deduplicated]

Reach

Downloads

IHeartUSA

AudioBoom

TED Network

744,299

261,464

352,941

70,724

30,273

1,329,903

3,516,064

992,467

850,890

191,537

101,611

5,652,569

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Specific Radio stations
Run of all NZME stations
Run of Music stations
Run of News stations
Incremental run of non-surveyed stations
Specific Playlists
Run of all Playlists
Sports Commentary Streams

15 / 30 / 60 Duration
Placement FIB, LIB, Pre, Mid, Post
Dynamic Creative Optimisation
Motion Activated Advertising
Sequential placement
Second screen
Weather trigger targeting
Content tag trigger
Time targeted e.g. Time of day or Day of week, fixed time

Specific Episodes
Individual titles
Run of a brand network eg. ZM or NZ Herald
Run of a Genre eg. Business, Comedy
Run of the NZME Podcast Network Including all international networks, and content created by NZME brands

Audience demo e.g Age, Gender
Audience Behaviour eg. “In Market for x” “Rural living”
Geo location e.g region, city
Device e.g. smart speaker, mobile
Custom Audiences

15 / 30 / 60 Duration
Host read
Studio voice
Companion banner (iHeart listeners)
Sponsorship
Integration within the show
Discount codes
Contextual Targeting
Placement FIB, LIB, Pre, Mid, Post

Audience demo Age, Gender
Audience Behaviour e.g. “In Market for x” “Rural living”
Geo location e.g region, city
Device e.g. smart speaker, mobile
Custom Audiences

Attribution measurement available on campaigns for clients with a call-to-action message, and website destination.