A Marketerâ€™s Guide to Radio - Montreal Radio Advertising

RADIO MARkETING BuREAu �

radio Marketing Bureau

175 BlOOR ST. EAST, SuITE 316, NORTh TOWER

TORONTO, ONTARIO M�W 3R8

t �16.922.5757 f �16.922.65�2 WWW.RMB.CA

Connect. Engage. Deliver.A Marketer’s Guide to Radio

Radio

“Travis was cut off from people... he didn’t listen to the radio.”

MaRTIn SCoRCeSe on RoBeRT denIRo’S TaxI dRIveR ChaRaCTeR TRavIS BICkLe

Radio engages the listener

People listen to radio to stay tuned to life. no matter how

much they use other media, they always catch up on the

latest music, news, weather, business, sports and entertainment

with radio. Radio is a medium listeners can relate to.

driving to work, they can find out what’s happening in

traffic across town on the way. or they’ll join the conversation

between the host and her guest, whether it’s by simply

expressing an opinion out loud or calling in to the show.

The research

The Radio ad effectiveness Lab conducted research that

shows radio advertising has the power to connect with

the audience in unique, personal ways.

The study demonstrates:

• Radio is a one-on-one medium

• engages the listener’s imagination with sound and voice

• Capitalizes on listener’s loyalty to station

• Radio is always accessible, acts as a companion

and is an integral part of daily life

Radio’s local qualities and specific lifestyle formats

encouraged study respondents to:

• feel more connected to their community

through radio advertising

• find more credibility in the ads they hear on radio

• believe the ads are directed to them more personally

• get last-minute information just before they shop

• trust the messages they hear more than other media

Why radio works

Radio keeps up with life

Radio has reach. People tune in while they drive, work, browse the web, chat online,

dine or do dishes. Radio introduces new music, delivers local news and information,

invites listener participation, offers companionship and a sound track for life.

From 9/11 to blizzards and blackouts, radio is a dependable source of information

when people need it most.

Radio builds real relationships with listeners

What this means to advertisers is radio’s ability to win attention, inspire recall

and deliver results.

Find out more about the Personal Relevance, Personal Connections Study. visit www.rmb.ca.

MuSIC

neWS

WeaTheR

TRaFFIC

SPoRTS neWS

78%

63%

56%

42%

19%

Why they listenSource: Source: RTS Fall 2004/Spring 2005 adults 18+

“anyTIMe In RadIo ThaT you Can ReaCh SoMeBody on an eMoTIonaL LeveL, you’Re ReaLLy ConneCTIng.” CaSey kaSuM

2 RadIo MaRkeTIng BuReau RadIo MaRkeTIng BuReau 3

Radio engages the listener’s imagination with sound and voice

Listeners imagine visual scenes when they hear a song,

a dJ’s voice, or listen to an ad. as they participate in the

message, they produce their own personal theatre of

the mind. They get involved… and it sticks.

That’s radio’s unique relationship with the listener.

and why radio advertising works.

Imagine sending a personal message directly to the

people you care about reaching most.

This simple exercise illustrates the effect of the spoken

word. Close your eyes and imagine you hear this sentence:

“he picked up the baby.”

now open your eyes and answer these questions:

did you see the child?

Was it a girl or a boy?

Who lifted the child – and why?

What was the child wearing?

What was the mood? Relaxed? happy? Concerned?

Where were they?

If you answered any of these questions, you were able to

create a scene in your mind; you invented an entire story

from those fi ve words.

That’s the visual power of radio.

making the most of theatre of the mind

The power of radio lies in the intimacy of the bond with the

listener. That’s why radio advertising’s effectiveness depends

on the quality of the creative.

effective creative messages will engage the listener,

offer solutions and maximize the power of sound to achieve

optimum results.

What makes a great radio spot?

• Limit the message to one simple idea

• Think of the listener; offer real benefi ts, real solutions

to problems

• engage and entertain – build an emotional connection; use

humour; tell a good story; offer free advice and something

to remember

• use the power of sound through great voice, sound effects,

music, sound logos

• Take risks – be different, stand out

Listen to examples of award-winning radio at www.rmb.ca

Radio connects one-on-one

The personal relationship between radio and the listener is built on trust, reliability, interaction

and engagement. For example, twenty inches of snow fell overnight. how will you know if your

child’s school is closed? Listen to the radio. What’s the best way to score free tickets to Coldplay?

Be the fi rst caller to the station. It’s late and you’re sleepless; your favourite dJ invites requests.

Call and she’ll play you Chet Baker. The topic is hot, and you have an opinion. The local announcer

welcomes your call.

Radio is the companion listeners can connect to with the push of a button; it’s the way they

hear the music of their lives, breaking news, or the simple sound of a human voice. It’s often the

only guide in emergencies. Radio has proven to be a personal connection consumers count on.

The fact that listeners interact with radio means added value in a multi-media world. It means

advertisers can conduct conversations with consumers in personal situations, making them

more meaningful and more memorable.

i don’t staY oUt late, don’t care to Go, i’M HoMe aboUt eiGHt, JUst Me and MY radio.

“ aIn’T MISBehavIn’,” By andy RazaF, haRRy BRookS, and ThoMaS “FaTS” WaLLeR


“great radio goes inone ear… and stays there.” CoPyWRITeR ToM van STeenhoven, FRoM Luke SuLLIvan’S “hey WhIPPLe, Squeeze ThIS”

TheaTRe oF The MInd IS key To The PoWeR oF RadIo. IT MeanS a MoRe PeRSonaL exPeRIenCe, and SeTS RadIo aPaRT FRoM aLL oTheR MedIa.

Building a brand That personal experience is why radio is ideal for brand building. It gives marketers a chance to connect with an audience, build a relationship, reach listeners in the right environment and give them a reason to care. The listener who relates personally to the station will be more inclined to trust and accept the values of brands advertised on the station; as they create their own story of what they hear, they’re more inclined to interact and want to be part of the brand.

6 RadIo MaRkeTIng BuReau

“I like the intimacy of live community radio. The news comes on, the weather comes on, and the business updates are right there.” RICk MoRanIS

RadIo MaRkeTIng BuReau 7

oF aduLT CanadIanS’ daILy MedIa TIMe IS SPenT WITh RadIo.

Radio’s day in, day out reach

as effortless entertainment and information, radio is a constant companion and a reflection

of a listener’s lifestyle. For example, your favourite station plays your music, discusses

subjects of interest to you, asks for your feedback, understands your tastes, and doesn’t

need any special time set aside from other activities to enjoy. It’s always there.

Radio’s ability to adapt to the listener’s schedule means excellent opportunities for

advertising exposure; on average, Canadians spend three hours per day listening to radio.

In fact, 33% of adult Canadians’ daily media time is spent with radio, second only to Tv.

Share of daily media time Source: Foundation Research 2006, adults 18+

how Canada listens every weekday Source: RTS Fall 2004/Spring 2005, adults 18+

33%RadIo

36%TeLevISIon

16%InTeRneT

10%neWSPaPeRS

5%MagazIneS

RadIo

Tv

InTeRneT

neWSPaPeR

74%

72%

49%

42%

ShoPPIng/RunnIng eRRandS

dRIvIng To gRoCeRy SToRe

To and FRoM WoRk/SChooL

ReLaxIng aT hoMe

houSeWoRk

RadIo aLaRM/WakIng uP

geTTIng Ready FoR WoRk

aT WoRk

uSIng The InTeRneT

PLayIng PC/vIdeo gaMeS

81%

79%

73%

59%

55%

49%

49%

42%

27%

10%

While they listenSource: Foundation Research 2006, adults 18+ – activities while listening to radio some/most of the time

33%8 RadIo MaRkeTIng BuReau RadIo MaRkeTIng BuReau 9

81%BReakFaST

day

dRIve

evenIng

Weekend

70%

75%

50%

69%

Radio’s dominant presence throughout the daySource: BBM Radio Survey 4, 2005 weeklyreach by daypart adults 18+

up to three hours of daily consumer tuning combined with station loyalty offers advertisers a strong, daily presence in the marketplace. Radio not only increases advertising exposure, it can reach listeners at opportune times. Think of the dashboard diner who could use a better breakfast solution, or the commuter considering career training. Whatever the product, service or idea, there’s always a right time and place to connect through radio.

riGHt tiMe and place


Radio and listener loyalty

When listeners tune in to a custom-tailored lifestyle format,

they identify with the radio station’s brand. They feel connected

to what they hear on their own station, knowing it’s relevant

to their lives and meant personally for them. That builds

loyalty and adds credibility to any messages they hear.

Listener station loyalty results in greater return on

investment. Regular tuning means more focus on music and

program content, less station switching and less ad avoidance

than other media. That’s why radio is known for delivering

excellent exposure and frequency in comparison.

capitalizing on station brand power

“My radio station.” It’s what most listeners feel about their

top choice, and it’s a powerful identifi cation with the station’s

values and attitudes, much the same as a subscription to

a favourite magazine. They’ll even buy the T-shirt, add the

bumper sticker, buy the book and Cd if it’s offered.

What this means to advertisers is the ability to ally with

and capitalize on a radio station’s brand. It means they can use

radio’s power to build their own brands, increase awareness

and drive immediate sales in a cost effective way.

Capitalizing on a station’s brand power is taking advantage

of the ability to speak to consumers who are committed to the

station, make regular visits, stay tuned for long periods and

are less inclined to switch – exactly the relationship with the

consumer an advertiser wants. It’s an opportunity to make the

most of quality audience attention with increased frequency,

multiple messages and reap multiple benefi ts; and a solid

approach to building a brand.

Promotions are an excellent example of the way advertisers

can ally themselves with a station’s brand. When a popular

station sets up a remote at a concert, a beverage company

can get the product in the consumers’ hands as a free sample.

or a car dealership may choose to offer test-drives of their

latest economy model on campus when a station visits the

local college. This type of promotion may include video for

the station’s website and audio testimonials to play back to

listeners. It’s a great way to reach the consumer where they live,

work, play and learn – and be part of a brand they care about.

Reaching canada’s youth

The evidence:

• Radio reaches 91% of the 12 to 17 year-old market weekly,

second only to Tv

• The typical teen tunes in to radio an average of

5.1 days per week

• 81% of 12 to 17 year-olds say their time spent with radio

remained the same or increased over the past year

• 38% of youth visited radio station websites

Source: Foundation Research

“In today’s constantly changing media world, traditional

terrestrial radio currently continues to show strong resonance

and impact with young Canadians. While not their only

source for programmed audio content, it’s still highly regarded

by youth. In fact, more than half of 14 to 29 year-olds think

radio is one of the most effective channels for advertising

to reach them.”* Mike Farrell, Partner and director of Research

& Strategy – youthography

*Source: youthography, Ping national survey, october 2005, n=1067, Canadian youth 14-29


“Tv gives everyone an image, but radio gives birth to a million images in a million brains.” Peggy noonan, PReSIdenTIaL SPeeChWRITeR, auThoR, JouRnaLIST

“ With all the choice out there, radio’s reach, consistency and infl uence continue to extend to the youth market,” says Chris Bandak of Foundation Research. “kids will always want to keep up with what’s happening in music right now, and radio is an important source.”

Reaching the consumer online Today, radio extends its connection through station websites, where there are even more opportunities for interaction and calls to action. Contests, sponsorship, e-newsletters, music requests, audio streams, downloading and listener feedback all contribute to the sense of community and belonging offered by one’s personal station. Some station listener clubs connect further by emailing birthday cards and gift offers.


how listeners participateSource: Foundation Research 2006, adults 18+

vISITed The RadIo STaTIon’S WeBSITe

STReaMIng audIo oveR The InTeRneT

RadIo ReMoTe BRoadCaST

on-aIR STaTIon PRoMoTIon

on-LIne STaTIon PRoMoTIon

LISTeneR CLuBS

32%

21%

16%

11%

38%

7%

RIghT noW, on a MonThLy BaSIS, hundRedS oF RadIo STaTIon WeBSITeS In The CounTRy aRe CaPTuRIng 19% MaRkeT ShaRe oF ToTaL MeaSuRed, unduPLICaTed onLIne CanadIan audIenCe*, and exPeRIenCIng hIgheR Than noRMaL CLICk-ThRough RaTeS. BeTWeen RadIo aIRTIMe and RadIo onLIne, ThIS addS uP To ouTSTandIng adveRTISIng PoWeR. *CoMSCoRe MedIa MeTRIx FeB. 2005

ouTSTandIng adveRTISIng PoWeR

To find out more about these and other case studies, visit www.rmb.ca

Brewed in holland since 1615, grolsch beer is

recognized worldwide for its superior quality

and smooth taste. The brand is available in

every province across Canada.

For its inaugural Canadian advertising effort,

grolsch aimed to expand awareness in ontario.

To achieve client objectives, it was decided that

the media plan would centre on Toronto during

the summer months when beer consumption

is at its peak. Radio was chosen as the primary

medium because of its ability to build reach and

frequency, as well its portability and targeting

capabilities. The creative focused on grolsch’s

unique name and pronunciation and stood out

in the marketplace.

Since the distinctive radio campaign’s

inception, sales volume has grown well beyond

the original 10% objective – from 90,000 cases

of beer sold in Canada in 1999 to 500,000 in

2005. The impact on brand awareness, equity

and image has also been outstanding.

“We are very pleased with the results of

the campaign. It’s uniquely identified with the

grolsch brand, and the increase in awareness

is well beyond our expectations. grolsch

‘schpeak’ has become part of the language.”

JeRRy BIggaR, PReSIdenT, gRoLSCh Canada

hoW key CoMPanIeS BuILd BRandS WITh RadIo Many SMaRT CanadIan CoMPanIeS have ReaPed The BRand-BuILdIng BeneFITS oF RadIo and Seen unPReCedenTed BuSIneSS gRoWTh. heRe aRe a FeW exaMPLeS:

For more than 20 years, radio has been the centrepiece of one of Canada’s largest food and

drug retailers’ advertising programs. Radio has helped Safeway grow in individual Canadian

communities, build and establish its brand, and successfully drive product promotions.

The intimate, personal nature and community strength of radio was ideal for the company,

and in an industry that relies heavily on newspaper inserts and flyers, helped Safeway stand

out as a 52-week-a-year radio advertiser.

Radio is a vital and versatile component of its media mix, which includes print, Internet

and television. Safeway’s year-round investment in the medium has been an effective

strategy for reaching all its objectives: building the brand, driving sales and making the chain

an integral part of the customer’s everyday life.

a Canadian company established in 1990,

with more than fifty stores in five provinces,

Soft Moc carries the largest selection

of high-profile brand name footwear in

the country.

as soon as SoftMoc started its primary

use of radio in September 2004, success was

immediate. The company enjoyed its best fall

and Christmas season ever, and the business

has seen significant double-digit growth.

Radio provided the ability to add new

markets efficiently, and the number of store

units increased by 11% in 2004. In 2005,

SoftMoc continued to grow, renovate, move

and add 10 new stores. The company will

continue to use radio as the foundation of

its advertising.


“I have PRoven The eFFeCTIveneSS oF RadIo FoR oTheR ReTaILeRS and noW aT SoFTMoC, WheRe We have Seen SIgnIFICanT InCReaSeS In SaLeS, SToRe TRaFFIC and BRand LoyaLTy – aLL aS a ReSuLT oF RadIo.”SoFT MoC MaRkeTIng and neW BuSIneSS deveLoPMenT ManageR RoB MCCaIg

hoW Canada TuneS In – FoundaTIon ReSeaRCh

have you noticed that welcoming sound as you walk into the house? It’s the radio, tuned to your favourite station; the same one that played diana krall a moment before in the car. The way Canadians listen, it’s no wonder the latest media study by Toronto-based Foundation Research Inc. reveals radio’s real strengths: Reach, refl ection of personal lifestyle and adaptability to change.


Radio’s consistentperformanceSource: BBM, adults 18+

01 02 03 04 05

94%

22.6

94%

22.7

94%

22.0

94%

22.0

93%

21.6

WeekLy ReaCh WeekLy houRS Tuned PeR LISTeneR

Radio plays an integral part in everyday life. It’s an effortless source of entertainment and information; it accompanies every activity, from driving and working to surfi ng online.


When IT CoMeS To daILy and WeekLy ReaCh and TIMe SPenT, RadIo ConTInueS To Be onLy a FeW PeRCenTage PoInTS BeLoW TeLevISIon, and WeLL ahead oF The ThIRd Ranked MedIuM.

noW The evIdenCe ShoWS RadIo hoLdS a SoLId PoSITIon In The FaCe oF MaJoR MedIa ConSuMeR ShIFTS, SayS ChRIS Bandak oF FoundaTIon ReSeaRCh.

WhaT doeS IT Mean To adveRTISeRS?

With breaking news, favourite music and a one-on-one, personal touch, radio’s free, 24/7 access and consumer popularity make it a fast, affordable, effective way to reach any target. and as consumers’ media habits change, radio proves to be an enduring medium in today’s mix.


24/7


• Radio reaches a full 95% of Canadians over the age of 18 every week, second only to Tv at any age group

• Seventy percent of Canadians listen to radio on the drive to work, school or shopping

• Radio rates highest of all media for the ability to reach the consumer less than an hour before shopping

Radio and the Internet Source: Foundation Research 2006, adults 18+

6a –10a 10a-3P 3P–7P 7P–MIdnIghT aFTeR MIdnIghT

InTeRneT RadIo

LISTen To The RadIo

WaTCh Tv

Read a neWSPaPeR

Look aT an adveRTISIng BILLBoaRd

aCCeSS The InTeRneT

Read a MagazIne

51%

21%

18%

18%

18%

14%

exposure to media within an hour before purchaseSource: Foundation Research 2006

More facts People listen to radio and use the Internet at complementary times of the day – radio’s biggest audience tunes in from 6 a.m. to 7 p.m.; Internet users are busiest online from 7 p.m. to midnight.

35%

61%

44%46% 44%42%

54%

21%

7% 6%

RadIo’S eFFeCTIve TaRgeTIng aBILITy RadIo’S dISTInCT audIenCe deMogRaPhICS and LIFeSTyLe aPPeaL Make IT eaSy To TaRgeT The RIghT CuSToMeRS and LoCaTIonS. RadIo STaTIon FoRMaTS aTTRaCT SPeCIFIC audIenCeS, and PeoPLe gRavITaTe To MuSIC ThaT deFIneS TheIR LIFeSTyLe and TaSTeS. FoR exaMPLe, youTh PReFeR ToP 40 hITS, uRBan MuSIC and aLTeRnaTIve RoCk; SenIoRS oPT FoR Jazz, vInTage and goLd FoRMaTS. ReaCh TheM ThRough The MuSIC oF TheIR LIveS and They’LL LISTen.

advertisers can also use radio’s sophisticated demographics to pinpoint specific income

brackets. Whether it’s bargain-priced furniture, the latest fashion item or the most expensive

jewellery, a well-crafted, wisely-placed radio campaign will hit the target.

Because radio is a local medium it offers the ability to target geographically as well as

demographically. every Canadian has at least one or two, sometimes three favourite stations,

and each station knows who’s listening.

Choosing priority markets and key consumer groups increases the efficiency of an

advertising campaign. In terms of actual advertising dollars spent, radio’s refined targeting

ability makes it an extremely efficient medium.

What this means to advertisers is radio has the power to build brands, increase awareness

and drive immediate sales in a cost effective way.


The evidence

BuSIneSS gIanT MICRoSoFT PInPoInTS nIChe TaRgeT WITh RadIo

The SMaLL yeT SIgnIFICanT MaRkeT FoR RoLe-PLayIng PC gaMeS

RePReSenTS LeSS Than 5% oF The PoPuLaTIon and IS Made uP

MoSTLy oF 18 To 34 yeaR-oLd Men. When MICRoSoFT Canada Co.

WanTed To ReaCh ThIS gRoWIng nIChe To LaunCh a SequeL To The

PoPuLaR gaMe dungeon SIege, They InveSTIgaTed RadIo’S aBILITy

To zeRo In on The TaRgeT and aChIeve TheIR goaLS.

It was no small challenge to create excitement, build awareness, surpass the popular,

original game’s sales targets in a fragmented market saturated with choice – and get

the most for the media dollar. Working with their agency, Microsoft decided to test-drive

radio’s targeting muscle and cost efficiency with a four-week campaign in Toronto,

Calgary and vancouver.

They aired two 30-second spots aimed at the gaming enthusiast on four stations with

strong 18 to 34 male numbers in each market. along with radio, the entire campaign

included online and in-store promotions to raise awareness and drive traffic to the new

game’s website, dungeonsiege2.ca.

The results

• 83% of the original 18 to 34 male demographic was reached

• nearly one third of listeners could recall the radio spots without aid

• Between pre and post-campaign surveys, unaided awareness of dungeon Siege II

showed a 100% lift

• Web visits spiked substantially during the two months of radio advertising

• 34% reported that they planned to acquire the game within the next month


moRe evidence

neSTLe Canada TeSTed RadIo’S aBILITy To TaRgeT CoRe ConSuMeRS,

InCReaSe BRand aWaReneSS, PuRChaSe InTenT and SaLeS. The RadIo

CaMPaIgn aIRed In ToRonTo and MonTReaL and TaRgeTed BuSy

aduLTS aged 25 To 65 Who had ReCenTLy PuRChaSed TheIR PRoduCT

oR a CoMPeTIToR’S. The MeSSage oFFeRed TaSTy, ConvenIenT dInneR

SoLuTIonS on The RadIo PRIoR To daILy MeaLTIMeS, and aIRed In

ConJunCTIon WITh a naTIonaL MagazIne CaMPaIgn.

The results proved the radio campaign to be highly effective. Seventy per cent of

respondents in the test markets heard the ads, and there was a significant impact on brand

perception and sales. That included a total sales volume increase of 16% for Toronto and

Montreal combined.

Find out more www.rmb.ca 1-800-on-RadIo

Sales volume increase during 8 week Radio Campaign

CaLgaRy (no RadIo)-1%

16%

MonTReaL & ToRonTo


fast effectiveflexibleRadio is a flexible medium that allows for fast, effective response to changing business needs. That means advertisers can change creative quickly if they want to try a new idea or drive traffic to a spontaneous weekend sale. For instance, while Safeway finds radio to be an excellent brand-building medium, it also uses the flexibility of the medium for fast, tactical advertising of last-minute specials or changes. Radio offers the advantage of quick production of new spots. It’s also ideal for events through the use of radio remotes; pre-promotion spots that can run four to five days ahead; and live cut-ins with well-known station personalities to create excitement around the event. Safeway’s overwhelmingly positive experiences with radio include noticeable traffic lifts from these remotes.

“appear on radio and people remember what you say... appear on Tv and they notice your tie.” MaRShaLL MCLuhan

Radio delivers exceptional value and market reach

Radio’s exceptional value offers affordable, high frequency of message

and ubiquitous market reach. With lower media and commercial production

costs than other media, radio delivers the audiences advertisers want

at truly cost-effective value.

With radio’s ability to connect, engage, reach, and follow the listener

throughout the day, including it in your media buy increases its strength

and return on investment.

Adding RAdio To The mediA mix meAns:

1. Increased frequency and reach to people who wouldn’t be reached in

any other way. Many active, affluent consumers who play a big role

in driving the economy are more likely to listen to radio than watch Tv

or read the paper.

2. More people will get your message. and hearing it through multiple

sources means reinforcement: more involvement with the audience,

more buzz and more credibility.


The evidence

how radio boosts return on investment

using radio in the media buy maximizes cost-efficiency and overall campaign results.

moRe Audience

adding radio delivers the right Canadian demographic that other media might not reach. By shifting some of

their newspaper budget to radio, advertisers can increase audience reach and media efficiency.

medium BudgeT ReAch impRessions cosT peR AdulTs 25-54 ThousAnd impRessions

newspaper full pg b/w $22,500 50% 681,408 $33.02

vancouver Province

vancouver Sun

newspaper 1/2 pg b/w $22,500 72% 1,937,924 $11.61

vancouver Province

vancouver Sun

plus

Radio @ 115 gRP

BeTTeR communicATion

Moving Money into Radio: The media mix that includes radio can be more powerful than either

Tv or newspaper alone, according to a major study from the u.S. based Radio ad effectiveness Lab.

ThRee RecenT sTudies show how.

Replacing one of two newspaper ads with two radio ads resulted in:

• almost triple unaided brand recall

• Seven times more people chose advertised brand as first choice

Replacing one of two Tv ads for two radio ads resulted in:

• a 34% increase in unaided brand recall

• More people chose advertised brand as first choice product

Radio’s RoI advantagea real-world market study examining four pairs of radio and television campaigns across a range of product categories revealed a significantly higher RoI for radio.

FInd ouT MoRe aBouT TheSe STudIeS aT WWW.RMB.Ca


an RMB proprietary study compared the deliveries of adult audiences aged 25-54 for a national newspaper, radio and Tv campaign, each with a budget of $1 million. It compared the three media on a national basis as well as per key markets.

heRe ARe The findings:

Radio media costs were significantly less than newspaper and Tv, which allowed a sustained presence. While Tv delivered

a higher reach, national radio coverage for the 23 market campaign reached 58% of Canadian adults; equal to newspaper.

Frequency for the radio campaign was significantly higher, increasing advertising exposure.

medium mARkeTs ReAch fRequency coveRAge

Radio :30 seconds 23 58% 15.7 42 days

newspaper full pg b/w 23 59% 3.0 18 days

Tv :30 seconds national 87% 5.0 28 days

how the total campaign worked in Toronto

on a per market basis radio outperforms newspaper in total reach; radio campaign frequency was more

than three times Tv or newspaper.

medium ReAch fRequency coveRAge

Radio :30 seconds 71% 16.9 42 days

newspaper full pg b/w 60% 2.2 18 days

Tv :30 seconds 88% 4.9 28 days

how the campaign worked by the week in Toronto

Radio equals Tv and exceeds newspaper in weekly audience reach; radio continues to deliver higher frequency.

medium ReAch fRequency coveRAge

Radio :30 seconds 56% 3.6 7 days

newspaper full pg b/w 50% 1.3 3 days

Tv :30 seconds 60% 1.8 7 days

To boost brand awareness, drive traffic to the site and further increase the number of job searches, workopolis.com launched a humorous radio campaign. It invited interaction from listeners in a search for the next voice of workopolis. The first three weeks of the campaign encouraged entries; after a two-week hiatus, a week-long flight announced the winner.

The company received more than 2,500 entries for the position from candidates; traffic increased by 24% in the months following the 2005 campaign; job search visitor count climbed to a high of 25% month-over-month increase from august to September, and the number of “fast-track” job searches grew by 27%. Through four weeks of radio, the company surpassed all its objectives.

Canada’s biggest online job site, workopolis.com connects millions of job seekers with thousands of employers through online job listings and other services. With over 60,000 jobs online, workopolis lists more job postings than any other site in Canada, and reports the vast majority of employers find successful candidate matches through the site.

How workopolis won witH radio


daily reach by medium

consumeR gRoup RAdio Tv inTeRneT newspApeR

Business decision makers 88% 87% 71% 56%

grocery shopper 87% 87% 66% 56% hhI $75,000+

Working women 86% 86% 63% 48% 20 hrs+ per week

adults 18+ 86% 86% 68% 55% hhI $75,000+

adults 18+ 87% 86% 70% 57% hhI $100,000+

Source: BBM RTS Fall ‘04/Spring ‘05

Radio reach and time spent

demogRAphic weekly ReAch weekdAy dAily ReAch weekly Time spenT

Person 12+ 92% 80% 20.7 hrs

adults 18+ 93% 81% 21.6 hrs

Men 18+ 93% 81% 21.9 hrs

Women 18+ 94% 81% 21.3 hrs

adults 18-34 92% 77% 18.5 hrs

Men 18-34 90% 76% 19.7 hrs

Women 18-34 94% 78% 17.4 hrs

adults 18-49 94% 81% 20.3 hrs

Men 18-49 93% 81% 21.2 hrs

Women 18-49 95% 82% 19.5 hrs

adults 25-54 95% 84% 21.3 hrs

Men 25-54 95% 84% 22.2 hrs

Women 25-54 95% 83% 20.4 hrs

adults 50+ 92% 81% 23.6 hrs

Men 50+ 92% 82% 23.0 hrs

Women 50+ 92% 80% 24.0 hrs

Source: BBM Survey 4, 2005 – average time spent per listener

RAdio fAsT fAcTs


share of daily media time

demogRAphic RAdio Tv newspApeR mAgAzine inTeRneT

Person 12+ 32% 36% 10% 5% 17%

adults 18+ 33% 36% 10% 5% 16%

Men 18+ 33% 35% 10% 4% 18%

Women 18+ 32% 37% 10% 5% 15%

adults 18-34 29% 32% 8% 5% 26%

Men 18-34 32% 31% 7% 5% 26%

Women 18-34 25% 33% 9% 5% 27%

adults 25-54 34% 36% 9% 4% 17%

Men 25-54 34% 35% 9% 4% 19%

Women 25-54 34% 37% 10% 5% 15%

adults 55+ 34% 41% 12% 5% 8%

Men 55+ 33% 39% 14% 4% 10%

Women 55+ 34% 42% 11% 6% 6%

Source: Foundation Research 2006

Radio’s reach Where people listen

duRing The week

demogRAphic home cAR woRk oTheR

Person 12+ 44% 28% 27% 1%

adults 18+ 43% 28% 27% 1%

Men 18+ 35% 33% 31% 2%

Women 18+ 52% 23% 24% 1%

adults 18-34 27% 31% 40% 2%

Men 18-34 22% 33% 44% 2%

Women 18-34 34% 29% 36% 2%

adults 18-49 30% 32% 38% 1%

Men 18-49 24% 35% 40% 1%

Women 18-49 36% 28% 35% 1%

adults 25-54 31% 32% 36% 1%

Men 25-54 25% 36% 38% 1%

Women 25-54 38% 27% 34% 1%

adults 35-64 39% 30% 29% 1%

Men 35-64 32% 36% 31% 1%

Women 35-64 47% 24% 28% 1%

adults 50+ 62% 23% 14% 1%

Men 50+ 53% 30% 16% 2%

Women 50+ 71% 17% 1 1% 1%

A Marketerâ€™s Guide to Radio - Montreal Radio Advertising

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