$15min advertising revenue generated in 2017
18point increase in NPS for the Hit Network
12teams leverage community insights
Southern Cross Austereo (SCA), leading radio and TV distributor in Australia, connects with up to 95% of Australians each week. Across four insight communities, with over 70 member groups, SCA measure brand awareness, shifts in perception and generate actionable insight to support customer-led growth across the business.
With increased saturation in the market, SCA needed to shift its focus to ensure content cut through the noise and resonated with target audiences, allowing advertisers get the most out of each channel.
Over eight years, SCA have continuously listened to the voice of their audience, informing over 12 internal teams with agile insight through their communities. In one example, SCA support advertising investments by testing all stages of the campaign process, from conducting market, industry and consumer studies to creative testing, brand/sponsorship tracking and campaign effectiveness. By monetising insight generated from their communities, SCA saw over $15 million revenue in 2017 alone.
There’s no better indicator for us of how successful our communities are at providing invaluable marketing insights than the fact that the business continues to directly profit from campaigns that we’ve had a hand in.
Head of Research, Southern Cross Austereo
Engaging with and utilising our communities is core to what we do and how we do it. All our key stakeholders value and prioritise our communities feedback- we couldn’t do what we do without them.
Head of Content - Regional Radio, Southern Cross Austereo