CBC is in the top spot in Vancouver with more than a 5% share ahead of the number 2 station. The CBC with a 14.2 share is the only station to make it into double digits this time around.
Slipping to #2 and dropping a massive 4 share is Bell’s CIQM. I wonder if this is a PPM wobble given they have averaged a 12.2 share over the previous 5 ratings periods.
The Corus news station (CKNW) is down in share but hangs onto the #3 slot. Corus would be celebrating as sister station CFMI-FM (Rock 101) is up a spot to #4 and grew audience by 1.1 share points.
Bell’s Virgin Radio (CKBT-FM) is static but slipped to #5. At #6 is JRFM the country station which enjoyed decent growth (5.3 to 6.8).
Newcap’s Z95.3 (CKZZ-FM) was static at 5.5 but slipped back to #7. The other Corus rocker, CFOX grow audience as well and made it into #8.
Newcap LG104 continues to improve and is up 2 spots to #9
Overall, 9 stations increased audience share, 7 slipped and 4 stayed the same.
All People 2+ Mon – Sun
2am – 2am |
Vancouver | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Dec Mar 2015 | Sep Nov 2014 | Feb May 2016 | Nov Feb 2016 |
CBU | 14.4 | 13.2 | 12.7 | 10.3 | 12.2 | 14.1 | 12.5 | 215.6 | 188.9 |
CHQM-FM | 9.2 | 13.3 | 13.7 | 11.4 | 11.4 | 12.4 | 11.2 | 365.5 | 406.6 |
CKNW | 8.5 | 9.3 | 9.3 | 9.8 | 8.1 | 6.9 | 8.7 | 147.5 | 155.5 |
CFMI-FM | 7.9 | 6.8 | 6.7 | 7.2 | 7.4 | 7.3 | 6.7 | 223.2 | 198.1 |
CFBT-FM | 6.9 | 7.0 | 6.5 | 6.8 | 6.8 | 6.3 | 7.2 | 328.1 | 316.4 |
CJJR-FM | 6.8 | 5.3 | 4.9 | 5.5 | 5.7 | 5.2 | 7.1 | 137.7 | 129.6 |
CKZZ-FM | 5.5 | 5.5 | 4.7 | 5.9 | 7.5 | 5.8 | 5.1 | 279.0 | 265.8 |
CFOX-FM | 5.4 | 5.0 | 5.5 | 5.4 | 5.7 | 5.5 | 4.2 | 171.7 | 162.2 |
CHLG-FM | 5.3 | 4.5 | 2.8 | 2.5 | 2.4 | 2.8 | 2.7 | 175.2 | 139.9 |
CJAX-FM | 5.3 | 4.9 | 5.2 | 6.8 | 5.7 | 4.2 | 5.9 | 212.8 | 183.2 |
CKWX | 5.1 | 5.1 | 6.0 | 6.4 | 5.7 | 6.2 | 6.8 | 174.2 | 180.9 |
CBU-FM | 3.2 | 2.5 | 2.7 | 2.8 | 3.0 | 3.4 | 3.5 | 103.6 | 83.4 |
CKPK-FM | 3.2 | 3.9 | 3.4 | 3.4 | 2.9 | 3.4 | 3.8 | 137.2 | 142.0 |
CKKS-FM * | 3.0 | 3.3 | 3.4 | 3.4 | 3.7 | 3.7 | 3.7 | 203.2 | 208.9 |
CKST | 2.9 | 2.4 | 2.5 | 1.9 | 2.8 | 2.6 | 2.3 | 99.6 | 96.4 |
CISL | 2.7 | 2.6 | 4.5 | 3.6 | 3.4 | 3.2 | 1.8 | 70.7 | 61.3 |
KWPZ-FM | 2.0 | 2.0 | 1.3 | 2.0 | 1.4 | 1.6 | 2.0 | 56.4 | 54.2 |
CHMJ | 0.7 | 0.7 | 0.8 | 0.7 | 0.6 | 0.8 | 0.9 | 67.5 | 60.9 |
CFTE | 0.4 | 0.5 | 0.6 | 0.3 | 0.2 | 0.4 | 0.2 | 19.6 | 21.8 |
*rebroadcasting CFUN-FM from Chilliwack
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
CHFI took a big drop in this book, but manages to hang onto the top spot. One has to wonder if the change in morning show has had an impact.
The CBC also took a dive in the ratings they hold onto the #2 position. Toronto is a single digit market for the first time in several books.
Newcap’s Boom 97.3 (CHBM) is the station on the move and is up to #3. This station is fun to listen to, has great imaging and they are doing things that other Toronto stations appear to have given up doing, such as putting lots of listeners on the air. They are doing things differently and clearly are being noticed.
CHUM-FM lost audience share, and dropped to 4th. Sister station CFRB is the big mover this time around, and are up 5 slots from #10 and growing from a 3.5 back to a 7.0 so perhaps the PPM ratings gods were unfair to this station the last time around. The other news station CFTR 680 news also benefited from all the things happening in the world, but are down one slot to #6.
Virgin radio increased audience share but dropped one slot to #7. Other stations losing audience and ranking included CFMZ (Classical 96.3) who drop from 7th to 11th, and CNFY who grew audience share, but dropped from 11th to 13th.
The Fan 590 (CJSL) also had a decent book jumping 2 slots to make it into #12. Indie 88 got a nice positive bump moving from 2.0 to 2.6 which is their best book ever.
Overall 11 stations increased audience share, 8 slipped and 6 stayed the same.
All People 2+ Mon – Sun
2am – 2am |
Toronto | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Dec Mar 2015 | Sep Nov 2014 | Feb May 2016 | Nov Feb 2016 |
CHFI-FM | 9.5 | 11.1 | 9.9 | 9.6 | 9.4 | 13.6 | 13.0 | 811.3 | 886.6 |
CBLA-FM | 9.0 | 10.4 | 9.7 | 8.7 | 9.3 | 9.0 | 8.7 | 386.0 | 405.6 |
CHBM-FM | 8.3 | 7.6 | 9.0 | 8.7 | 8.4 | 6.5 | 6.4 | 578.9 | 498.4 |
CHUM-FM | 7.8 | 8.3 | 8.9 | 9.5 | 9.5 | 10.1 | 10.0 | 608.2 | 593.3 |
CFRB | 7.0 | 3.5 | 7.0 | 6.8 | 7.8 | 7.2 | 7.5 | 298.9 | 237.7 |
CFTR | 6.5 | 6.1 | 5.7 | 5.5 | 5.4 | 6.1 | 6.0 | 606.0 | 570.5 |
CKFM-FM | 5.2 | 5.1 | 5.5 | 6.3 | 5.5 | 5.2 | 5.6 | 653.7 | 596.5 |
CILQ-FM | 4.8 | 4.8 | 4.9 | 5.8 | 5.3 | 3.9 | 5.5 | 375.1 | 361.5 |
CFZM | 4.4 | 5.0 | 4.6 | 4.3 | 3.5 | 3.7 | 3.7 | 171.3 | 182.9 |
CKIS-FM | 4.4 | 4.2 | 3.6 | 4.0 | 4.2 | 3.5 | 3.8 | 508.8 | 453.8 |
CFMZ-FM | 4.0 | 5.0 | 4.2 | 4.2 | 6.1 | 7.7 | 6.5 | 251.7 | 267.8 |
CJCL | 3.8 | 2.4 | 4.9 | 4.0 | 3.1 | 2.5 | 2.4 | 299.3 | 191.2 |
CFNY-FM | 3.4 | 3.1 | 3.4 | 4.2 | 3.0 | 2.7 | 2.7 | 345.0 | 329.0 |
CFMJ | 2.9 | 3.1 | 2.6 | 2.1 | 2.3 | 2.7 | 2.0 | 131.5 | 136.4 |
CFXJ-FM | 2.7 | 2.7 | 2.5 | 3.0 | 3.1 | 2.0 | 2.1 | 324.0 | 280.3 |
CIDC-FM | 2.7 | 2.0 | 2.3 | 2.7 | 2.3 | 2.5 | 2.3 | 343.8 | 256.8 |
CIND-FM | 2.6 | 2.0 | 1.4 | 1.5 | 1.4 | 1.3 | 1.2 | 213.8 | 179.9 |
CBL- FM | 2.4 | 2.8 | 2.6 | 2.1 | 2.2 | 2.2 | 1.8 | 158.8 | 163.5 |
CHKX- FM | 1.3 | 1.2 | 1.1 | 1.0 | 1.0 | 0.8 | 0.9 | 91.9 | 78.7 |
CKDX-FM | 1.0 | 1.0 | 1.2 | 1.1 | 1.8 | 1.6 | 1.2 | 90.6 | 83.5 |
CKFG-FM | 1.0 | 1.0 | 1.5 | 1.4 | 1.6 | 1.7 | 2.8 | 89.6 | 80.5 |
CJRT-FM | 0.9 | 1.2 | 1.0 | 1.3 | 1.3 | 1.2 | 1.5 | 79.7 | 96.5 |
CINA | 0.8 | 0.7 | 0.5 | 0.4 | 0.6 | 0.7 | 0.7 | 51.0 | 42.0 |
CHUM | 0.7 | 0.7 | 0.6 | 0.5 | 0.7 | 0.9 | 0.7 | 102.9 | 93.6 |
CING-FM | 0.4 | 0.4 | 0.5 | 0.7 | 0.8 | 0.5 | 0.5 | 77.3 | 68.7 |
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
Bell’s CJAD keeps its hold on the #1 spot.
Cogeco’s Beat 92.5 (CKBE-FM) has climbed from 3rd place to 2nd over Bell’s Virgin Radio (CJFM-FM)
Positions 4, 5 and 6 remain static with Bell’s CHOM-FM, the CBC and TSN holding those positions.
Cogeco’s Rhythm 105.7 (CFGL-FM) has moved from 10th place to 7th over CJPX-FM (Radio Classique), CBM-FM and CKOI-FM.
Overall, 3 stations in this market increased their share while 5 slipped and 10 retained their previous ranks.
All People 2+ Mon – Sun
2am – 2am |
Montreal | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Dec Mar 2015 | Sep Nov 2014 | Feb May 2016 | Nov Feb 2016 |
CJAD | 29.0 | 29.6 | 28.0 | 28.1 | 25.3 | 26.1 | 24.3 | 188.3 | 184.5 |
CKBE-FM | 16.8 | 16.1 | 17.5 | 17.7 | 18.0 | 19.9 | 17.6 | 211.0 | 198.5 |
CJFM-FM | 16.0 | 16.2 | 16.2 | 17.0 | 15.9 | 14.2 | 15.7 | 219.3 | 210.7 |
CHOM-FM | 13.3 | 11.7 | 11.7 | 12.2 | 12.5 | 12.2 | 12.7 | 146.5 | 131.8 |
CBME-FM | 6.2 | 6.5 | 6.5 | 6.3 | 7.4 | 7.9 | 9.9 | 19.5 | 20.1 |
CKGM | 3.9 | 4.4 | 4.2 | 3.5 | 5.2 | 3.8 | 3.5 | 49.7 | 57.9 |
CFGL-FM | 2.2 | 1.2 | 2.1 | 2.4 | 2.4 | 2.5 | 2.8 | 47.3 | 46.1 |
CJPX-FM | 1.6 | 1.7 | 1.6 | 1.2 | 1.2 | 1.7 | 1.8 | 19.8 | 20.4 |
CBM-FM | 1.5 | 1.4 | 1.5 | 1.3 | 1.5 | 2.1 | 2.4 | 49.4 | 54.8 |
CKOI-FM | 1.2 | 1.4 | 1.4 | 1.0 | 0.8 | 0.9 | 1.0 | 36.3 | 36.5 |
CITE-FM | 1.1 | 1.1 | 1.1 | 1.2 | 1.4 | 1.4 | 1.7 | 27.3 | 29.5 |
CHMP-FM | 1.0 | 1.2 | 1.8 | 1.4 | 1.5 | 1.3 | 1.4 | 20.7 | 21.2 |
CKMF-FM | 1.0 | 1.0 | 0.9 | 0.9 | 1.2 | 0.6 | 0.8 | 24.6 | 22.7 |
CBF-FM | 0.7 | 0.7 | 0.69 | 0.4 | 0.7 | 0.8 | 1.0 | 6.5 | 7.6 |
CBFX-FM | 0.2 | 0.2 | 0.2 | 0.2 | 0.1 | 0.2 | 0.2 | 4.8 | 4.2 |
CKAC | 0.1 | 0.2 | 0.2 | 0.4 | 0.3 | 0.3 | 0.3 | 4.0 | 4.2 |
CKLX-FM | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.0 | 0.1 | 3.4 | 3.4 |
CHRF | 0.0 | 0.0 | 1.1 | 1.1 |
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
102.3 NOW! (CKNO-FM) is still #1 and improved its lead over the competition again and now a full 3 share points ahead of the #2 station which is CISN-FM (Corus) who jumped from #5.
The sister talk station to CISN is the Corus owned 630 CHED and while they dropped some listeners and a position to ranked 3rd in the Edmonton market.
The CBC is static in 4th place.
Newcap’s Capital 96.3 (CKRA) dropped 2 slots and over a share point to take out the 5th slot. Their sister station K-Rock (CIRK-FM) picked up some listeners but remain in the 6th spot. In 7th spot is the other Newcap station CFCW the AM country station.
The Bear (CFBR-FM) stays in #8 with 91.7 The Bounce (CHBN) rounding out 9th.
Overall, there were 5 stations improving market share, 5 stations in Calgary losing audience and 9 remaining static.
All People 2+ Mon – Sun
2am – 2am |
Edmonton | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Dec Mar 2015 | Sep Nov 2014 | Feb May 2016 | Nov Feb 2016 |
CKNO-FM | 11.4 | 11.2 | 10.4 | 11.9 | 12.0 | 11.8 | 13.7 | 202.5 | 193.2 |
CISN-FM | 8.4 | 6.9 | 6.6 | 7.8 | 6.9 | 6.0 | 6.1 | 111.7 | 99.4 |
CHED | 8.0 | 8.4 | 9.5 | 8.4 | 8.2 | 8.4 | 9.4 | 104.0 | 109.2 |
CBX | 7.4 | 7.9 | 7.9 | 8.6 | 10.2 | 11.5 | 10.0 | 91.5 | 88.3 |
CKRA-FM | 7.2 | 8.3 | 7.8 | 8.4 | 8.2 | 9.7 | 8.1 | 132.3 | 139.6 |
CIRK-FM | 6.8 | 6.3 | 5.7 | 5.9 | 5.3 | 5.2 | 5.3 | 93.5 | 91.0 |
CFCW | 6.7 | 6.1 | 5.7 | 4.6 | 5.4 | 5.8 | 5.8 | 46.4 | 37.5 |
CFBR-FM | 6.6 | 5.3 | 4.8 | 4.7 | 5.3 | 4.7 | 3.9 | 104.5 | 88.4 |
CHBN-FM | 4.7 | 4.9 | 4.8 | 4.3 | 4.8 | 3.5 | 4.1 | 146.1 | 142.7 |
CIUP-FM | 4.6 | 5.1 | 6.7 | 5.6 | 4.8 | 5.2 | 5.2 | 108.6 | 98.5 |
CKNG-FM | 4.4 | 5.2 | 3.8 | 5.0 | 4.6 | 4.6 | 4.5 | 114.5 | 125.6 |
CHDI-FM | 4.3 | 4.4 | 5.5 | 4.9 | 4.4 | 4.4 | 4.3 | 96.5 | 103.5 |
CFRN | 3.4 | 3.2 | 3.3 | 2.9 | 2.8 | 2.3 | 2.7 | 41.9 | 42.2 |
CJNW-FM | 3.2 | 3.1 | 3.2 | 2.8 | 2.9 | 2.9 | 3.0 | 113.7 | 107.6 |
CFMG-FM | 2.6 | 2.9 | 3.1 | 3.6 | 3.3 | 3.4 | 4.1 | 113.6 | 119.4 |
CKEA-FM | 2.3 | 3.2 | 3.2 | 2.9 | 2.8 | 1.9 | 2.0 | 57.7 | 58.1 |
CKUA-FM | 2.0 | 2.0 | 1.8 | 1.4 | 2.0 | 1.8 | 23.8 | 24.2 | |
CHQT | 1.1 | 0.9 | 1.0 | 0.9 | 0.8 | 0.7 | 1.0 | 25.0 | 25.9 |
CBX-FM | 0.7 | 1.3 | 1.5 | 1.2 | 1.1 | 0.8 | 0.7 | 17.5 | 19.5 |
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
Newcap’s XL 103 FM (CFXL-FM) is back in the top slot in Cow town. At #2 is the Corus news station (CHQR) @ 770 on the AM dial picked up a position.
Slipping 3 places is Country 95 (CKRY-FM). The CBC is also static and stays at #4.
X92.9 the Alternative station owned by Harvard and programmed by the very smart Christian Hall is up 3 spots to #8.
In at #5 is the Bell Rocker CJAY who are up 4 spots from #10 last time out. This seems to be at the expense of the Corus rocker Q107 (CFGQ) who lost audience share and dropped a spot to #7.
The Rogers station, Kiss 95.9 (CHFM), slipped to #8 just beating sister station Jack FM (CJAQ) that looks to be struggling.
Overall, there were 4 stations improving market share, 5 stations in Calgary losing audience and 9 remaining static.
All People 2+ Mon – Sun
2am – 2am |
Calgary | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Dec Mar 2015 | Sep Nov 2014 | Feb May 2016 | Dec Mar 2016 |
CFXL-FM | 9.5 | 8.8 | 9.4 | 10.5 | 9.9 | 8.2 | 7.3 | 147.5 | 134.0 |
CHQR | 9.3 | 9.4 | 9.4 | 8.5 | 7.6 | 6.8 | 7.2 | 89.3 | 85.8 |
CKRY-FM | 9.2 | 10.1 | 10.3 | 10.9 | 10.6 | 11.3 | 11.4 | 133.5 | 139.5 |
CBR | 7.6 | 7.9 | 8.3 | 7.9 | 7.2 | 7.8 | 7.6 | 105.4 | 103.8 |
CFEX-FM | 6.5 | 5.1 | 4.9 | 4.0 | 4.9 | 4.3 | 3.8 | 114.9 | 101.1 |
CJAY-FM | 6.3 | 4.9 | 4.7 | 4.5 | 4.2 | 4.8 | 5.3 | 106.3 | 94.4 |
CFGQ-FM | 5.7 | 6.1 | 6.4 | 5.8 | 6.4 | 5.6 | 5.7 | 96.9 | 94.3 |
CHFM-FM | 5.7 | 6.6 | 4.6 | 4.4 | 4.8 | 8.4 | 7.2 | 111.5 | 118.6 |
CJAQ-FM | 5.4 | 4.9 | 3.5 | 3.8 | 3.8 | 4.6 | 5.5 | 110.4 | 1000.8 |
CIBK-FM | 4.9 | 6.1 | 6.1 | 5.8 | 7.2 | 5.8 | 6.4 | 156.3 | 164.9 |
CFFR | 4.4 | 3.8 | 4.4 | 5.0 | 4.7 | 5.7 | 5.4 | 109.8 | 98.0 |
CHUP-FM | 4.0 | 3.6 | 4.2 | 5.0 | 4.1 | 3.4 | 2.8 | 101.4 | 91.7 |
CKMP-FM | 3.2 | 3.7 | 4.0 | 5.3 | 4.9 | 4.2 | 4.5 | 104.6 | 111.4 |
CFAC | 2.5 | 2.7 | 3.5 | 2.7 | 3.6 | 3.6 | 3.3 | 46.0 | 51.1 |
CKCE-FM | 2.5 | 2.7 | 3.1 | 3.2 | 4.9 | 3.9 | 3.9 | 84.6 | 87.4 |
CBR-FM | 2.2 | 2.2 | 2.1 | 2.0 | 1.6 | 1.8 | 1.9 | 35.2 | 31.7 |
CKMX | 1.3 | 1.5 | 1.8 | 2.4 | 1.1 | 1.2 | 1.4 | 23.4 | 27.4 |
CKWD-FM* | 1.2 | 1.3 | 1.5 | 1.7 | 1.4 | 1.3 | 1.1 | 38.7 | 37.0 |
*Formerly CHPK-FM
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
The Canadian Press
,The CRTC has discouraged competition in the telecommunications sector and should have a far diminished authority over the industry, Conservative leadership candidate Maxime Bernier said Tuesday.
“It is not the role of the CRTC, it is not the role of the government to decide how this increasingly complex market should evolve,” Bernier said in a speech at the Canadian Telecom Summit in Toronto. “It is up to producers. It is up to consumers.”
The CRTC has stifled competition with some of its decisions, he said, citing as an example the regulator’s ruling last year that requires major Internet service providers to sell space on their high-speed infrastructure to smaller rivals at wholesale prices. That decision was endorsed last month by the federal Liberal cabinet.
Bernier, a former industry minister who once oversaw the CRTC, also slammed the regulator’s recent public consultations on broadband Internet services in Canada, calling them a waste of time and money.
The CRTC said it had no comment on Bernier’s position.
Bernier said the CRTC’s role as telecom regulator should be phased out over the next two or four years and that the federal Department of Innovation, Science and Economic Development take over its remaining essential functions, such as 911 services, while the Competition Bureau oversee competition issues.
He said he plans to outline what he believes the CRTC’s role should be as it relates to broadcast services later this year.
He also expressed his opposition to the setting aside of a portion of wireless spectrum to new entrants at spectrum auctions. He said it would be better to open that up to foreign investment.
BCE’s friendly deal announced last month to take over Manitoba Telecom Services also garnered Bernier’s support. The acquisition requires approval from the Competition Bureau.
Bernier has repeatedly spoken out about the need to deregulate the telecom industry.
Wayne Ens
There is an old story about the Jaguar sales person who lost a sale to rocker ‘Rompin Ronnie Hawkins’ because he pre-qualified him.
The successful rockabilly singer did not want for cash, but didn’t look like a typical Jaguar customer when he entered the Toronto dealership with his long hair, a beard, and tattered jeans.
The legend goes that when Ronnie seated himself in a Jaguar on the showroom floor, a jaded sales person asked him to leave.
Ronnie did leave, only to return with a shopping bag full of cash. He promptly marched into the sales manager’s office, dumped the cash on his desk, and said “I’m buying that Jaguar on one condition….that salesperson gets no commission!”
Every seasoned sales person knows the pain of losing a sale in their rookie days because they disqualified or pre-unqualified a prospect who later bought from a competitor. Advertisers who restrict their reach to pre-qualified targets are also missing sales.
New technologies and alleged ‘big data’ have made reaching the masses via broadcasting or other mass media, dirty words in some circles. Advertisers are being lured by the ability to narrowcast and to finely target their marketing.
The ability to ‘target’ more finely beyond the masses is appealing, particularly to those who cringe at the old Wannamaker quote, “I know half my advertising is wasted, I just don’t know which half.”
But fine tuning your targeting by geography, demographics, or psychographics, or any other pre-conceived qualifiers, ignores a few realities;
In my own marketing, I publish a free weekly tip targeted at broadcast sales managers, called Ens on Sales, but I welcome broadcast account executives as well, because many of them who subscribed several years ago are now sales managers.
Roy Williams says the over-confidence in qualitative targeting is one of the causes of advertising failure. Roy says “It’s amazing how many people become the right people when you are saying the right thing.”
Let’s not let advertisers be blinded by the light of shiny new things, and sell them on the merits of reaching beyond those who are allegedly unqualified today, to reaching everyone who might be qualified tomorrow.