More from BBM/Canada's 2010-2011 Radio Data Book:
One-fifth of all participants in the ratings survey account for more than half of all listening. Four of ten contribute 80% of the total hours spent with radio.
Each time time you encounter one of your station's - or your competition's - heaviest users in person, on the phone, by snail mail or online, make certain they know that you know how important they are to your success.
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