The route to success

The age of niche marketing is a tidal wave sweeping over us. Media planners and pundits tread water, trying to make sense of a sea of specialty stations and Internet options. If you are one of those experiencing a sinking feeling (perhaps brought on by this metaphor), there is a piece of research that is a lifesaver. As we come to terms with fragmented media, superior research is a necessity. Savvy advertisers demand better focus than a target group such as Adults 25-54 can provide. Informed members of the radio community have long sought the route to success when it comes to niche targeting. The newly revised RTS study (recently released by BBM) is a significant advancement. The study covers all manner of product usage cross referenced with attitude/lifestyle information and media usage habits. In combination with the BBM qualitative single source diary information, this is an unbeatable marketing and analysis tool. For radio planning, it is superior any other comparable resource.

BBM has served up a number of new RTS highlights worth boasting about. No other media study offers such thorough coverage of e-commerce and Internet/high tech data. On-line shopping in every retail category has been added. You can mine information on Internet stores shopped, on-line shopping frequency and spending on-line. Home Internet service providers are detailed along with particulars on high-speed access or regular dial up.

Conventional categories have also been greatly expanded. Branded soft drink data and an expanded beer brand list are covered. The list of specialty networks has been updated. Store types (i.e. outlet malls, on-line, etc.) are specified. The already broad radio coverage now includes "listened yesterday" as well as useful data on programming usage (e.g. news, sports, talk, contests, etc.).

The study is now released every six months rather than once a year. By Fall of 2001, RTS will have the distinction of being the largest media study ever conducted in Canada with a national database of over 40,000 in tab. Sample sizes are excellent. For example, the Toronto portion currently has 9,305 in tab. Lastly, look for a number of new markets to pop up in 2001. On the slate are a national study for the end of May and a series of new markets for the fall: Halifax, Quebec City, Montreal, London, Kitchener, Edmonton and Calgary.

The most recent return to sample databases for Toronto, Vancouver and Victoria were created from the fall '99 and spring '00 BBM radio diary respondents. While the data is too extensive to cover fully, I will give you a few highlights.

Toronto:

• 74.1 per cent of people 12+ (3.024 million) change channels when an ad comes on TV.

• 4.4 per cent of Adults 12+ (103,030) shop on-line 1+ times per month.

• 56.0 per cent of people 12+ (2.286 million) won't use the flyers inserted into daily newspapers. Radio reaches 93.0 per cent of these individuals.

• Radio reaches 1.69 million people 12+ who did not read the newspaper yesterday.

• 1.113 million people access radio station websites.

• 59.7 per cent of people (2.436 million) won't use flyers delivered to their doors. Radio reaches 93.5 per cent of these individuals.

• Of people 12+, 41.6 per cent drink Coke 2+ times/month, 20.5 per cent drink Diet Coke 2+ times/month, 25.5 per cent drink Pepsi 2+ times/month, 11.3 per cent drink Pepsi 2+ times/month.

• 56.5 per cent of people 12+ (2.306 million) search for specific information on the internet.

• 45.4 per cent of people 12+ live in households with 2 or more vehicles

• 39.2 per cent of people 12+ (1.599 million) have a cellular phone

• Of the people who watch Country Music Television, 24.6 per cent listen to CHFI-FM, 23.6 listen to CHUM-FM, 19.1 per cent listen to the MIX99.9 and 18.6 per cent listen to CISS92.

• 84.9 per cent of people 12+ listened to radio yesterday.

Vancouver:

• 74.9 per cent of people 12+ (1.362 million) change channels when an ad comes on TV.

• 3.2 per cent of Adults 12+ (57,444) shop on-line 1+ times per month.

• 53.7 per cent of people 12+ (.975 million) won't use the flyers inserted into daily newspapers. Radio reaches 92.6 per cent of these individuals.

• Radio reaches 721,867 people 12+ who did not read the newspaper yesterday.

• 15.2 per cent of people 12+ listen to radio over the internet.

• 55.9 per cent of people (1.015 million) won't use flyers delivered to their doors. Radio reaches 93.2 per cent of these individuals.

• 60.3 per cent of people 12+ (1.095 million) search for specific information on the internet.

• 47.8 per cent of people 12+ live in households with 2 or more vehicles

• 38.2 per cent of people 12+ have a cellular phone

• 84.8 per cent of people 12+ listened to radio yesterday.

Victoria:

• 73.2 per cent of people 12+ change channels when an ad comes on TV.

• 50.0 per cent of people won't use the flyers inserted into daily newspapers. Radio reaches 94.1 per cent of these individuals.

• Radio reaches 93.9 per cent of people 12+ who did not read the newspaper yesterday.

• 60.8 per cent of people won't use flyers delivered to their doors. Radio reaches 95.0 per cent of these individuals.

• 60.1 per cent of people 12+ search for specific information on the internet.

• 45.4 per cent of people 12+ live in households with 2 or more vehicles

• 25.4 per cent of people 12+ (1.599 million) have a cellular phone

• 85.3 per cent of people 12+ listened to radio yesterday.