x

2. 55.1%
12.9% 10.5% 8.9% 10.5%
6.2% 6.8% 4.3% 3.1% 2.5%
62.6%
8.8% 12.2% 10.2%
4.8% 3.4% 0.1% 3.4% 3.4% 3.4%
Funny Annoying Hilarious Comedian Loud Aussie Entertaining Witty Old Silly
Metro Regional
Q. What THREE [3] words would you use to describe Dave ‘Hughesy’ Hughes?
Source: SCA Research Personalities Study | November 2017 | Aware of Dave ‘Hughesy’ Hughes | Metro Hit Network 25-54 n=327, Regional Hit Network 25-54 n=149 | What THREE [3] words would you
use to describe Dave ‘Hughesy’ Hughes?
‘Funny’ is the number 1 word
used to describe Hughesy by
Hit listeners 25-54.
They also view him as being Hilarious, a Comedian
and Loud. Respondents feel relatively positively
towards Hughesy.
*Funny has been excluded from word cloud

3. Hughesy is
genuine and
authentic
66% 64% 61% 52% 51% 46%
Hughesy is
down to earth
Hughesy tells
great stories
that engage
and relate to
me
Hughesy helps
enhance my
mood
Hughesy is the
kind of person
I'd like to have
as a friend
Hughesy helps
me relax and
unwind
Hughesy keeps
me informed
41% 40% 38% 32% 20% 19%
I trust what
Hughesy has to
say
Hughesy keeps
me company
Hughesy has
the same
values as me
If Hughesy spoke
about a product /
service, I would
be more likely to
purchase that
product / service
If Hughesy
endorsed a
product / service,
I am likely to feel
more positive
towards that
product / service
2 in 3 Metro Hit listeners 25-54 view Hughesy as down to
earth
METRO
Q. Please indicate the extent to which
you agree or disagree with the
following statements. AGREE
Source: SCA Research Personalities Study | November 2017 | Aware of Dave ‘Hughesy’ Hughes | Metro Hit Network 25-54 n=327 | Please indicate the extent to which you agree or disagree with the following
statements. AGREE

4. Hughesy is
genuine and
authentic
73% 71% 68% 58% 57% 51%
Hughesy is
down to earth
Hughesy tells
great stories that
engage and
relate to me
Hughesy is the
kind of person
I'd like to have
as a friend
Hughesy helps
enhance my
mood
Hughesy helps
me relax and
unwind
Hughesy keeps
me company
44% 40% 35% 31% 24% 18%
I trust what
Hughesy has to
say
Hughesy keeps
me informed
Hughesy has
the same
values as me
If Hughesy
endorsed a
product / service,
I am likely to feel
more positive
towards that
product / service
If Hughesy spoke
about a product /
service, I would
be more likely to
purchase that
product / service
REGIONAL
Q. Please indicate the extent to which
you agree or disagree with the
following statements. AGREE
Regional Hit listeners 25-54 love hearing Hughesy’s stories
Source: SCA Research Personalities Study | November 2017 | Aware of Dave ‘Hughesy’ Hughes | Regional Hit Network 25-54 n=149 | Please indicate the extent to which you agree or disagree with the
following statements. AGREE

5. MEAN
SCORES
Metro Regional
Credible 6.5 6.9
Relatable 6.5 7.1
Genuine 7.2 7.6
Annoying 4.7 4.0
Fake 3.4 2.9
Intelligent 6.7 7.1
Hilarious 7.2 8.0
Entertaining 7.4 7.8
Real 7.2 7.7
Honest 7.3 7.5
Offensive 3.8 3.6
Too Opinionated 4.3 3.8
Silly 7.2 7.5
Inclusive 6.4 6.7
Cool 6.2 6.8
Friendly 7.2 7.8
Kind 6.8 7.1
Family Orientated 7.2 7.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Credible
Relatable
Genuine
Annoying
Fake
Intelligent
Hilarious
Entertaining
Real
Honest
Offensive
Too Opinionated
Silly
Inclusive
Cool
Friendly
Kind
Family Orientated
Metro Regional
Hilarious, Entertaining and Friendly are the key words used to describe Hughesy
Q. Please indicate the extent to which you believe Hughesy is described by the following words with 1 being 'Does not describe at all' and 10
being 'Perfectly describes'.
Source: SCA Research Personalities Study | November 2017 | Aware of Dave ‘Hughesy’ Hughes | Metro Hit Network 25-54 n=327, Regional Hit Network 25-54 n=149 | Please indicate the extent to which
you agree or disagree with the following statements. AGREE

6. Around 1in 7 Hit listeners 25-54 follow Hughesy on social media
11%
M E T R O
R E G I O N A L
10%
follow Dave ‘Hughesy’
Hughes on social media
METRO
16%
REGIONAL
14%
FACEBOOK
8%
7%
INSTAGRAM
3%
3%
TWITTER
0%
1%
SNAPCHAT
Q. On which of the following social media platforms do you follow Dave ‘Hughesy’ Hughes?
Source: SCA Research Personalities Study | November 2017 | Aware of Dave ‘Hughesy’ Hughes | Metro Hit Network 25-54 n=327, Regional Hit Network 25-54 n=149 | On which of the following social
media platforms do you follow Dave ‘Hughesy’ Hughes?

7. Methodology
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words
that first came to mind.
A keyword search was used to sort and rank the responses to these questions.
The results are an un-weighted sample, but are reflective of the Southern Cross Austereo
audience. SCA brands reach approximately 35% of the 10+ population and approximately
41% of the 25-54 population in the five metropolitan markets in Australia, suggesting it
would be reasonable to consider these results to be a fair if not fully balanced
representation of the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be skewed towards
being ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early
indication of brand leaders, trend setters and early adopters in general.
These research surveys conducted by Southern Cross Austereo are done so to provide a
general understanding of the opinions, interests and attitudes of the metropolitan
marketplaces only.
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online panel
nationally.
The panel is obtained from our radio networks database under the labels of ‘Hit VIP’
on the HIT Network and ‘Music Jury’ on the MMM Network. All members of these
databases would be considered listeners to these stations.
The database contains about 200,000 members.
The is split between the Hit database and the Triple M database.
Of these members, approximately 20,000 people were invited to be part of our panel
community.
Respondents were sourced through Hit database.
Approximately 771 people completed the Personality Study. Various filters have
been placed over the data at different times.