Perspectives: Opinion – Bray: Spring ’96 radio BBM overview

David Bray is senior vice-president of RadioWorks, a full-service radio advertising agency. He served as chairman of bbm's Survey Task Force and would like to hear your comments. He can be reached at (416) 469-4645; fax: (416) 469-4798 or e-mail: dhb@passport.ca....

David Bray is senior vice-president of RadioWorks, a full-service radio advertising agency. He served as chairman of bbm’s Survey Task Force and would like to hear your comments. He can be reached at (416) 469-4645; fax: (416) 469-4798 or e-mail: dhb@passport.ca.

The release, on June 13, of the Spring 1996 radio survey marks one of the most significant advances in media measurement that we have seen to date.

The incorporation of single-source product usage/lifestyle questions into bbm diaries helps to shed light on the complexion of radio’s targeted audience, allowing for more proficient planning, buying, and selling.

It is now possible, using Micro BBM 4, to do reach/frequency runs against the client’s actual target group (cross-referencing product usage with demographic information).

It would be a naive planner indeed who persisted in citing grp goals rather than coming to terms with more focused, efficient media measurement.

In order to help clients achieve their marketing goals, we must offer analysis that is more directly relevant to them than simple broad demographics. r.i.p. the grp.

The following is a brief overview of Spring 1996 bbm radio highlights, with examples of how product usage can be brought into play.

Product usage data is far too detailed to summarize in this article, but we can provide demonstrations of how it can be used effectively.

For now, we will look at Vancouver and Toronto as examples.

Ultimately, it is important to look at every market in detail as a world unto itself.

Overall tuning

Radio in Canada is currently posting a 94% reach of all persons 12+, with weekly per capita tuning of 20.7 hours.

Toronto: product usage

In order to provide a demonstration, we took a look at station performance for a few different categories: fast food, beer, movies, video rentals, home ownership, and home improvements/renovations.

It is interesting to wave demographic criteria, focusing solely on product data. The point is to target the consumer, regardless of age.

For consumers who have eaten out at fast food establishments five or more times over the past month, the winner is The Mix, with a 23.4 % reach of this defined target group.

chum-fm follows closely with a 22% reach.

For consumers who have drunk 13+ beers over the past week, on top is q107 with a 26.6% reach followed by cfny-fm at 24.3%.

If we modify the category to 1+ beers drunk over the past week, our leader becomes The Mix, with 23.7% reach. Next comes q107 with 21.8%, followed by chum-fm with 21.7%.

In terms of home ownership, chfi-fm takes the prize, reaching 25.6% of home owners in Toronto.

Next comes cfrb with 21.5 % reach.

When it comes to those who have spent $1000+ on home renovations/improvements over the past two years, chfi-fm is once again in front with a 31.9% reach, followed by chum-fm’s 22%.

With respect to those who have rented 5+ videos over the past month, the winner is chfi-fm with a 23.7 % reach followed by chum-fm at 20.7%.

For those who have gone to the movies 13+ times over the past year, cfny-fm jumps to the head of the pack with a 30.9 % reach. Next is The Mix at 27%.

Vancouver: product usage

For consumers who have eaten out at fast food establishments five or more times over the past month, the winner is the cfox-fm, with a 37.1 % reach of this defined target group.

z95.3 follows closely with a 33% reach.

For consumers who have drunk 13+ beers over the past week, on top is cfox-fm, with a 41.5% reach followed by cknw at 37.5%.

If we modify the category to 1+ beers drunk over the past week, our leader becomes cknw with 31.8% reach. Next comes cfox-fm with 31.7%% and cfmi-fm with 27.4%.

For those who have rented 5+ videos over the past month, the winner is z95.3 with a 35.9 % reach, followed by cfox-fm at 35.6%.

For those who have gone to the movies 13+ times over the past year, z95.3 heads up the pack with a convincing 46.3 % reach. Next is The Fox at 38.3%.

It is now critical that both agencies and rep firms generate better trained radio personnel.

Clients must demand more of their agencies. Stations must demand more of their sales representatives.

The era of mega buying/planning of broad demographics, which placed the emphasis strictly on cost per point, is about to give way to more strategic marketing.

It must be summer. I think I see the light.