Post on 18-Nov-2014
description
So You’re Considering Radio…Over the course of a regular week, over 1,000,000 Calgarians* are exposed to one of the The Calgary Radio Group’s stations!
Whether you’re trying to drive traffic for an event or communicate your brand position to a core audience, we can help you develop and deliver your important advertising message with a combination of mass media force and accurate, cost effective targeting.
Source: PPM2010R02, Calgary Ctrl 2+
Why Radio?The short answer is IT WORKS!
The results of all marketing campaigns are based on the following principle. To get results, you need to develop the right message and deliver it to the right people, the rig ht number of times. All other factors being equal, the number of people that receive this message increases your chance for success. One major advantage of radio is the low cost to reach hundreds of thousands of people at any time.
The study was based on a telephone survey of 1,060 English Canadians representative of
the national population considering age and regional distribution.
Canadians spend over 2 hours daily with Radio
Radio continues to be an integral part of Canadians' daily life. Adults spend an average of
2 hours and 12 minutes with radio daily, equal to the results from the Foundation
Research study published in January 2006. Radio accounts for approximately 1/3 of adults'
total daily time spent with media, and share increases for working adults and Canadians
living in households with above average income.
Share of daily media time adults 18+
LITE 96 CHFM
Profile
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) Tune into CHFM FM
15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents
*Based on 1 minute reach condition
*419,000 people 12+
in Calgary tune into
LITE 96 on average
each week!
Lite 96 listeners
have a female
skew at 56%.
Over 58% of Lite 96 listeners
are in the adult 25-54 age
demographic, with almost a
quarter being aged 45-54.
Almost 30% of
Lite 96 listeners earn a
household income of over
$100,000 per year!
Lite 96 listeners are 7% more
likely than the average
Calgarian to have completed
a university post-graduate
program.
Lite 96 listeners are also 18%
more likely than the Calgary
average to be employed in
the Owner, Manager or
Professional occupations.
Almost two thirds (63%) of
Lite 96 listeners are married
or living in a common law
relationship.
Almost one in three (30%)
have children under the age
of 12, while nearly a
quarter (24%) have teens in
the household.
Household IncomeAgeGender
Marital Status/
Household Members
Education/
Occupation
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000)
Tune into CJAQ FM 15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents
*Based on 1 minute reach condition
*360,000 people 12+
in Calgary tune into
JACK FM on average
each week!
JACK FM listeners are
slightly more male
than female (54%).
Almost three quarters (74%)
of JACK FM listeners are in the
adult 25-54 age demographic,
with almost one in three being
aged 35-44.
Almost 40% of JACK FM
listeners earn a household
income over $100,000 per
year! This is 29% more likely
than the average Calgarian!
JACK FM listeners are 8%
more likely than the average
Calgarian to have completed
a university undergraduate
program.
JACK FM listeners are 33%
more likely than the average
Calgarian to be employed as
Owner, Manager or
Professional occupations.
Almost two thirds (63%) of
JACK FM listeners are
married or living in a
common law relationship.
Nearly one in three (33%)
JACK FM listeners have
children under the age of
12, while almost a quarter
(23%) have teens in the
household.
Marital Status/
Household MembersEducation/
Occupation
JACK FM CJAQ FM
Profile
129
Household IncomeAgeGender
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) Tune into CFAC
15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents
*Based on 1 minute reach condition
*163,000 people 12+
in Calgary tune into
The FAN 960 on
average each week!
The FAN 960 listeners
have a male skew at
71%.
Almost two thirds (65%) of
The FAN 960 listeners are
within the adult 25-54 age
demographic.
Over 40% of The FAN 960
listeners earn a household
income over $100,000 per
year! The FAN 960 listeners
are also 40% more likely than
the Calgary average to fall into
this income bracket!
The FAN 960 listeners are
more likely than the average
Calgarian to have completed
a post-graduate education.
The FAN 960 listeners are
also 31% more likely than the
Calgary average to be
employed in the Owner,
Manager or Professional
occupations.
Over two thirds (67%) of The
FAN 960 listeners are
married or living in a
common law relationship.
Forty percent (40%) of The
FAN 960 listeners have
children under the age of 12
and 19% have teenagers in
the household.
The FAN 960 CFAC
Profile
Household IncomeAgeGender
Marital Status/
Household MembersEducation/
Occupation
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) Tune into CFFR
15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents
*Based on 1 minute reach condition
*172,000 people 12+
in Calgary tune into
The 660News on
average each week!
660News listeners
have a slight male
skew at 58%.
Over 58% of 660News
listeners are in the adult 25-
54 age demographic.
Almost a third (33%) of
660News listeners earn a
household income over
$100,000 per year!
660News listeners are 35%
more likely than the average
Calgarian to have completed
a university post-graduate
program.
660News listeners are also
18% more likely than the
Calgary average to be
employed in the Owner,
Manager or Professional
occupations.
Almost three quarters (71%)
of 660News listeners are
married or living in a
common law relationship.
Over a quarter (26%) of
660News listeners have
children under the age of 12
and 22% have teenagers in
the household.
660News CFFR
Profile
Household IncomeAgeGender
Marital Status/
Household Members
Education/
Occupation
Unique Visitors - Individuals who visited your site during the report period. Unique visitors are measured according to their unique IP addresses, which are like online fingerprints, and unique visitors are counted only once no matter how many times they visit the site during the reporting period.
Visit - A visit is a series of actions that begins when a visitor views their first page from the server, and ends when the visitor leaves the site or remains idle beyond the idle−time limit.
Page View - The number of times a Web page is requested from a server. This is the preferred counting method for traffic measurement (instead of hits) because it only counts documents, not individual files. A single web page is counted as one page view.
Hit - Each file requested by a visitor registers as a hit. There can be several hits on each page, which can include graphics, multimedia, and the page itself. While the volume of hits reflects the amount of server traffic, it is not an accurate reflection of the number of pages viewed.
Source: 2009 OMNITURE
www.jackfm.ca www.lite96.ca www.fan960.com www.660news.ca
VISIT SUMMARY
UNIQUE VISITS 31,916 32,464 46,382 56,297
VISITS 127,124 139,476 137,307 97,660
PAGE VIEW SUMMARY
PAGE VIEWS 1,130,347 1,130,188 893,110 786,076
AUDIO STREAMS
MONTHLY AUDIO STREAMS 40,337 51,047 72,730 11,995
2009 AVERAGE2009 AVERAGE2009 AVERAGE2009 AVERAGE
YOUR BUSINESS
Who Is your primary target:
Who is your competition:
Past / Present Marketing Mix:
Average Spend per Customer:
Whats your selling cycle:
What did you learn from your biggest
success/failure in advertising:
Your Marketing Budget:
METRICS OF SUCCE$$
SALES
(per customer/per month/per quarter)
AWARENESS
(“heard your ad”/vs. competition/web traffic)
LEADS
(web conversion/call ins)
INTERNAL
(staff involvement/excitement/recognition)
The following worksheet is based on the kinds of questions weask all new clients. The answers help us match your business to the right
target audience, develop creative and build a custom marketing plan that is inline with your company’s objectives and expectations.
WHO ARE YOU?
A Brand is a promise… So what’s yours?
Around 20 years ago Len Potts (advertising hall of famer) developed a theory that goes like
this “ there is no such place called a market. A market Is simply a group of
consumers who share a common problem or desire. If you can show them that you
can solve Their problem, at a price they’re willing to pay – then you have a market”
These 4 questions will help you get closer to your Brand DNA
1. Who are we talking to and what is their problem?
2. What is the one thing you want to say to them?
3. Why should they believe us?
4. How do we want them to ‘feel’ about you?