ARN launch Australia Unplugged research series

ARN have launched a new audience and commercial insights series, Australia Unplugged, that digs deep to answer the big questions about what’s really on audio consumers’ minds.
Informed by tailored qualitative research, the 10-part series offers a deep-dive into specific consumer categories to deliver honest and intimate insights into how audio consumers engage. 
According to ARN, these insights, coupled with their expertise in audio and commercial solutions, will enable brands to engage more effectively with their target audience across ARN’s range of audio and digital assets.
The events of last year re-shaped our lens on the world and how we look to the future. To understand what this means for brands and consumers alike, the first research release, Mood & Mind and Whatever Comes Next, takes a closer look at how ARN’s audiences are adapting their behaviour in 2021 and beyond.
The research found audiences are planning to improve personal, financial and future wellbeing in a post-COVID world, and revealed how brands can forge more meaningful connections. Specifically, the research showed:

  • 1 in 4 participants have a health-related goal in 2021
  • Fresh food and personal care are areas where people will spend more money in 2021
  • 79% of participants will spend more time researching online for insurance this year

ARN’s Chief Commercial Officer Pete Whitehead says, “Our first release of Australia Unplugged – Mind, Mood and Whatever Comes Next – shows how our audiences are approaching 2021 with a sense of caution. We’ve seen a huge shift in people’s values and priorities off the back of last year, and with it, an increased desire to recalibrate the year in a way that helps us cope with any potential unknowns that might be coming our way; people don’t want to be caught out twice.
“Using these unique consumer insights, we can give our clients creative commercial solutions and effective campaigns that connect their brands directly with their target audience across ARN’s range of audio and digital assets. This research series is yet another way ARN is defining our place as the clear market-leader in audio.”
ARN Chief Strategy & Connections Officer Lauren Joyce says, “It’s clear the events of 2020 left a lasting impact on how consumers think and behave. It means the way they are now engaging with certain industries has significantly changed. Consumers are being far more selective with what gets a share of their wallets, and there are nuances in people’s path to purchase that may not have existed in the past, which advertisers now have to consider.
“Australia Unplugged is really about surfacing some unfiltered thoughts from the minds of Australians as they navigate some of these changed category relationships, so we can help brands stay informed and create more meaningful connections with their customers.”
ARN will roll out the 10-part series across the year in line with media planning cycles. Each release is set to coincide with expected market movement, trends, and the opportunity for revenue upside.



Subscribe to the radioinfo podcast on these platforms: Acast, Apple iTunes Podcasts, Podtail, Spotify, Google Podcasts, TuneIn, or wherever you get your podcasts.

Ask Alexa: ‘Alexa, play radioinfo flash briefing’ or ask Google Home: “Hey Google. Play the latest Radioinfo flash briefing podcast.”

  Post your job, make sure you are logged in.



Tags: | |