The Market
One in three
Aucklanders does not have English as their first language.
That's 415,000 people whose cultural and ethnic origins are not addressed in
mainstream media. The migration patterns of the past 15 years mean
that Auckland now has the largest overseas-born population of any
city in the Southern Hemisphere with 537,735 people in a population
of 1.2 million who are new to Aotearoa/NZ.
Other groups who do
speak English (e.g. Dutch, Irish) have a strong identification with their
culture and many seek programming that is directed to that cultural
identification.
Planet FM is the focal point of communications with this third of
Auckland's population with broadcasts in 50 languages and others
awaiting airtime.
The Audience
Based on figures
provided by research conducted by the radio research company, Research
International, we can assess that over 7 days 165,000 people tune to
Planet FM once or frequently depending on the availability of
programming.
Key ethnic groups
listening are Korean, Indian, Middle Eastern ethnicities, Filipinos,
Africans, Europeans and Pacific Islanders.
These figures do not
cover additional household members listening. Many indicated
listening with one other person, some with family groups, so audience
numbers may be considerably larger.
The research
indicates media habits that reflect cultural makeup. Europeans, Celts,
South Africans and some Balkans people tune to Planet FM as just one part of their media
diet. The more 'distant' the community is from the mainstream
culture, the more they choose native language media as their source of
information and entertainment.
Average listening
times are high with 61% listening from 46 minutes to over 90
minutes.
Rates
All advertisements
are $15+gst. Any commissions, discounts and fees must be added to
this.
Duration is based on 30 seconds in English which in many languages
translate to between 60" and 90". If there is just one
script to translate, this is done at no charge. Translation
charges may be incurred if there are multiple spots. Most
programme presenters read the ads live on air which carries the
authority they have as radio presenters to their communities.
Pre-production of ads requires longer time lines and production is
chargeable.
Booking
Tell us how much you
want to spend over what period and which ethnicities you want to
address. We will prepare a schedule for your approval based on
our knowledge of the programmes and their audiences.
Planning time
Because the
programme makers 'own' their programmes we can only place advertising
on their shows with their agreement. As programmes are most
often only once weekly and content is pre-planned we require 10 days
notice to ensure ads get to air by your deadline.
Contact
Queries or booking
requests can be emailed: info@104.6planetfm.org.nz
or you can phone Terri on 09.815.8600
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