SCA deliver xmas research for their clients

Staff Writer

Southern Cross Austereo has spent the last 3 years surveying listeners across their metro and regional radio stations to find out how they shop, spend and prepare for the festive season.

They have released this years Christmas report that provides key insights for their clients.

The reports says that 'despite the tough economic climate and plans to tighten the belt over the past few years, 85% of consumers last year spent the same or more than they had in the previous year' (Christmas 2011 versus Christmas 2010).

John Musgrove, National Research Manager for SCA says…

"We noticed a distinct lack of research in this area, in particular from a media company point of view, which is why we launched SCA’s very first survey back in 2010. We’ve had extremely positive feedback from agencies we’ve shared our findings with and the reason they liked our Christmas study is that there simply isn’t anything else like it out there."

"Evolving this research has allowed us to really delve into consumer behavior. At the end of last summer we did follow up research on what people actually did during the Christmas period which has allowed us to include intent versus actual data in the reports being released this year," says Musgrove.

Cathy Thomas, National Sales Director at SCA says…

"Radio is an extremely effective medium for connecting with an audience, and Southern Cross Austereo has the largest reach of any media company in Australia. Our listeners will contribute about $10 billion to this year’s spend, making their attitudes and opinions vital for our clients."

8 reports will be released over the next few months to ensure SCA 's clients are equipped to know exactly how to appeal to its listeners.

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