Tuesday, August 23, 2011

You Can't Win Younger Demos Without Winning At Work

Country ranks #3 in "at home" listening in Canada, but is #7 "at work."

To beat the national averages, a station must do twice "the average" in at work listening.

Thanks to BBM/Canada's 2010-2011 Radio Data Book for a helpful lesson in where the majority of our listening is coming from and going to.

A&O can point to many country format clients across Canada who get 25-30% of their total hours from at work listening, which is far above the national average for diary markets and driving superior heavy user listening and 25-44 growth.

It can't be done, however, by simply swimming with the prevailing currents. It takes strategy and consistent tactics, making us very proud of their outstanding achievement.

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