Heard In The Halls

One of the benefits of consulting is that you hear things from some very smart people.

• “Perceptual images are like icebergs and changing them is like trying to melt ‘em with a Bic lighter.”
• "Women 18-34 are the country format’s fastest-growing audience segment.  However, due to the many stations that also target this desirable group their conversion ratio is often weaker than older core demo cells.  Cultivating at work listening loyalty on a consistent basis can cure this problem."

Thanks to two very well-informed researchers who must remain anonymous for being so quotable (and correct!).

Trend: Away From Home Is Up; At Home Listening Slips

Sampling and discovery happens in the car (cume), but turning that usage into ultra core time spent listening/hours tuned involves getting them to start with you very early in their day and then taking the radio station to work with them.

Source: BBM/Canada's 2010-2011 Radio Data Book

Why Working On At Work Listening .. WORKS.

Even 7-Midnight gets "at work" listening! If you do nights and you don't have it, your share falls on average by 10%.


.. but HALF of midday's share of audience is driven by it.


Tip: make your radio station, regardless of the format, as at work-friendly as possible, from early morning until nights.

Source: BBM/Canada's 2010-2011 Radio Data Book