Media Central April Listener Survey - WAVE 2 - IAPI
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Media Central April Listener Survey – WAVE 2 In the field: 9th -15th April 2020 Objective: 1. Gauge consumer sentiment in Ireland during COVID 19 pandemic 2. Analyse changes in listenership behaviour since COVID 19 outbreak Number of Respondents: 5,371 Format: Online survey across Today FM, OTB.com, Newstalk, 98FM, SPIN1038 & SPIN South West.
Wave 2 - Introduction:
Consumer Sentiment and Habits since the
outbreak of COVID-19
As the impact of Covid-19 continues to effect all aspects of our economy, last week we continued with the 2nd wave of our
research and from your feedback we added some additional questions to try and further understand and make sense of
where the market is and what changes are occurring.
There have been some notable changes and trends since Wave 1, firstly the time at home combined with the pressures on
personal finance means we are seeing more consumers reviewing their current providers producing a growing mood to
switch. We can also see a number of brands have performed better than others since the outbreak in terms of consumer
sentiment towards their brands. This, alongside the fact that we are seeing over 70% of people are listening to the same or
more live radio shows how important it is to keep communicating to consumers where you can as they are listening more
than ever.
Across all our stations, the programming teams are continuing to work hard to keep Ireland informed, entertained and most
importantly be a source of trust and we are incredibly proud of the work they are doing. Radio is one of most accessible and
trusted mediums in which people have and will continue to turn to in these uncertain times.
This wave of research received 5,000+ responses over the period of the 9th – 15th April and we hope you find this helpful
and it can provide some insight for you during this difficult period. Lastly we asked participant’s a simple question, “how they
are feeling”, and we are glad to report that many feel we may be turning a corner and “HOPE” was the biggest single feeling
expressed.
Andy Macken
Head of Agency Sales68%
TRUST
of people in Ireland trust radio*
Radio Listenership Update
Since the outbreak, all of our stations have seen
significant listenership growth**.
Reach has grown by 32%
People are listening 54% longer
Generating a 45% increase in listening
App users have grown by 24% on Feb’20
Plus 54% increase in smart speaker listening
* Eurobarometer study 2019
** Based on all digital listening across Communicorp Media stations
13th -19th April vs Average Week in Feb ‘20 (During GE2020)March Listener Survey Consumer Insights
Key Point Summary
Some brands and A number of categories have seen a boost in sales, with home
categories have baking, home cooking and cleaning products all performing well.
performed well during The supermarkets have been seen as supportive, and brands
the lockdown; others perceived positively include Tesco and An Post. Meanwhile, AIB’s
less so changes to rates and charges has proved an error in terms of PR
40%
Many consumers are reviewing their finances and providers and
Many are reviewing their considering switching – in broadband/Wi-Fi this is almost 1 in 5
providers and looking customers, while the numbers considering switching their mobile
at their options plan have risen from 11% to 14% in the space of just a few
weeks
It remains important to 40%
keep communicating –
Over 70% of people are listening the same or more to live radio –
consumers are this cuts across demographics
listening more than
ever
Many feel we are turning
40%
People are still feeling a mix of positive and negative emotions,
the corner, with hope
often at the same time. However, by far the number 1 sentiment
the single biggest is hope, and this is stronger again among all groups over 35
feeling expressed
40%Are you listening to 40%
37%
more or less live 35%
34%
40% 40%
29%
radio? 30%
25%
20%
People are listening more than
ever to radio 15%
Over 7 in 10 are listening to as much or more live 10%
radio than ever during this period. The figures are 5%
more than 2 in 3 across every demographic group, so
0%
it is certainly a time when the nation is listening More The same Less
30%Retail - Grocery
100%
93%
How are you 90%
40%
80% 40%
currently managing 70%
60%
your food shop? 50%
40%
Most still going in-store 30%
20%
A majority report still going in store for their food shop,
10% 5% 7%
while among older people we are seeing many mix store
visits with some online or click and collect 0%
Click and collect Going in store Ordering online
30%Retail - Grocery
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Where are you Tesco 44%
40% 40%
shopping? Aldi 37%
Supervalu 36%
Tesco remains most popular at the
Lidl 32%
moment
Dunnes 30%
Many still using more than one retailer at the moment, with
the main supermarkets performing well as people get larger Centra 14%
shops
30%Retail - Grocery
60%
54%
How frequently are you
40% 40%
50%
doing your grocery 40%
35%
shop? 30%
20%
The average number of shops per 10% 7%
3% 2%
week is 1.5 0%
While more people say they are shopping less at the moment,
most are still in the range of 1-2 shops per week. This is
consistent across the age groups
30%Retail - Grocery
40%
37%
What is your average 35%
weekly spend on grocery 40%
30%
40%
30%
shopping? 25%
20%
16%
15%
14%
Average weekly grocery spend is
just under €100
10%
5%
3%
The average weekly grocery spend is €99.87, which is 30% 0%
greater than average weekly main shop according to TGI. The Under €25-€50 €50-€100 €100-€150More than
€25 €150
biggest differences are by lifestage, with mid-older families
spending most on average
30%
% spending more than €150 per week
Total 18-24 25-34 35-44 45-54 55+
14% 11% 8% 22% 25% 17%Retail - Grocery
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
What are you buying Home baking goods 43%
more of than prior to the 40%
Fresh fruit and vegetables
Home cleaning products
40% 42%
42%
crisis? Frozen foods 38%
Alcohol 29%
Confectionery 28%
Large increases in sale of home Chilled meats 23%
baking and cooking products
Tinned goods 22%
Toiletries / Cosmetics 19%
Purchasing has increased across a range of categories, with
Freshly baked produce 9%
people cooking, baking and cleaning more, as well as stocking
Home interior products (candles,… 5%
up the freezer and drinking more alcohol at home
30%
Stationery 4%Financial Services
Total 16% 58% 25%
How helpful has your
banking institution been 40%
AIB 14% 55%
40% 31%
Bank of Ireland 16% 62% 21%
during Covid-19?
Permanent TSB 17% 60% 23%
Across banks, those 35-54 appear
to be least happy with their banks KBC 21% 59% 21%
performance
Ulster Bank 24% 61% 16%
AIB customers most likely to say the bank has been unhelpful
during Covid 19, with the rates and charges issue clearly 0% 20% 40% 60% 80% 100%
impacting perceptions. Ulster Bank appear to have been the
most helpful so far in the crisis.
Very Helpful 30%
Helpful Not Very HelpfulSwitching Providers
Are you currently
Late March Mid April
considering 20%
18%
40%
18%
40%
switching provider? 16%
14%
12%
14%
11%
10%10%
10% 9% 9%
Increasing numbers of 8%
6%
mobile customers 4%
considering switching 2%
0%
With more squeezed financially, the numbers of
mobile customers looking to switch are rising, while
almost 1 in 5 home broadband customers are at risk 30%
of churningMobile Providers
Likelihood to
switch provider –
Late March Mid April
25%
40% 21% 40%
mobile customers 20%
15%
15% 14%
Increasing likelihood to switch, 12%
11% 11%
10%
across the market as customers 10% 9%
look for value.
5%
The numbers looking at switching are increasing for all
major providers, with eir specifically at risk of churn. 0%
Eir Vodafone 3 Other
Those aged 35-44 continue to be most likely to switch
30%
Total 18-24 25-34 35-44 45-54 55+
14% 14% 13% 16% 13% 12%Broadband/Wi-Fi Providers
Likelihood to 25%
switch provider – 20%
40%
20%
40%
20%
18%
broadband / Wi-Fi 15%
17%
15%
Higher threat and opportunity in 10%
this category across providers
5%
Similar to mobile, eir customers at high risk of
switching. At a time when many are using this more 0%
than ever, people are willing to look around for the eir SKY Virgin Vodafone Other
Ireland Media
best service available
30%
Total 18-24 25-34 35-44 45-54 55+
18% 18% 18% 19% 20% 15%Insurance Providers
Likelihood to
switch provider –
Late March Mid April
16%
14% 40%14%
40%
insurance 12%
12%
11% 11%11% 11%
10%
10%
9% 9%
8%
Business owners most likely to 6%
be looking at switching options 4%
Across most insurance types, about 1 in 10 are 2%
looking to switch, while this increases to 1 in 7 among
0%
those aged 35-44 Business Home Car Health Life
30%
Total 18-24 25-34 35-44 45-54 55+
10% 7% 10% 14% 14% 13%Utilities Providers
Likelihood to Energia
0% 2% 4% 6% 8% 10% 12% 14% 16%
16%
18%
switch provider –
12%
SSE Airtricity
40% 13%
14% 40%
gas/electricity Pre Pay Power 12%
12%
Late March
Pinergy 11%
16% Mid April
1 in 6 of those aged 35+ looking
to switch provider Electric Ireland 8%
7%
Bord Gáis 8%
The providers most at risk of churn are SSE Airtricity 9%
and Pinergy, with customers of Bord Gáis and Electric 7%
Other 6%
Ireland less likely to make a move
30%
Total 18-24 25-34 35-44 45-54 55+
9% 3% 9% 16% 16% 16%Brand Performance since the Outbreak
Which brands stand
out in a positive light?
40% 40%
The supermarkets, particularly Tesco,
and An Post among the winners in the
public’s eyes so far.
The supermarkets have garnered by far the most mentions, with Tesco
a clear number 1, followed by Dunnes, Aldi and Lidl. The HSE ‘brand’
has also done well, along with An Post. The decision by O’Neill’s to
switch to making PPE has definitely brought them goodwill.
In addition, brands which have helped people through their daily lives
have also been mentioned – these include Cadbury’s, Brennan’s,
30%
Dettol and NetflixOverall sentiment
0% 5% 10% 15% 20% 25% 30%
How would you describe Hopeful 26%
your current mood? 40%
Worried 40%
16%
Positive 15%
Bored 13%
Frustrated 10%
Hope the single most common feeling Overwhelmed 10%
Content 9%
Lonely 8%
A mix of positive and negative emotions prevalent, with some
Fatigued 7%
feeling both at once. However, hope is the clear number 1 at
Scared 4%
this point, and this increases with age from about 35
Confused 2% 30%Thank you For more information please contact your account manager OR andy.macken@mediacentral.ie
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