Why Radio


Radio remains one of the most efficient and effective types of media in Canada. Radio generates significant reach, yields high frequency, motivates purchases, creates brand awareness and reaches consumers beyond their homes'.

Below are the key reasons why CBS believes in the power of radio:

Radio can be heard everywhere

Radio reaches on-the-go Canadians in places no other media can — eating, jogging, at work, on the beach and perhaps most effectively in the car.

Radio targets consumers

Radio offers advertisers tremendous flexibility to target the consumers that are most important to them. Advertisers have the ability to target by age, income, gender, lifestyle characteristics and radio-listening preferences for each station’s audience.

Radio is the most effective media closest to the point of purchase

Radio targets at the right time. It is highly effective for targeting mobile listeners who are likely to be in the market for a specific product or service.  Research consistently demonstrates that more consumers are exposed to radio one hour prior to the biggest purchases of the day than any other media.

Radio reaches the heart of communities

Radio is a local medium. It is an information and entertainment source that is central to each community’s culture and activities. People tune in to radio to hear about traffic, school closings, special events, local news and weather. Radio is a powerful medium for advertisers that want strong engagement with consumers.

Radio is cost-efficient

Radio delivers more advertising impressions than any other medium for the same budget.  It also has lower production costs and fewer deadline delays than any other medium.

Radio successfully complements other media

Radio is not only strong on its own but it can be a very effective team player in combination with other media such as the Internet, television and newspapers. Radio can be added to a campaign to generate increased reach and frequency.

Radio establishes a strong relationship with consumers

Radio engages its listeners on and off-air, gaining their attention at places such as community festivals, contest-prize events and grand store openings. Consumers not only connect with the station’s brand but also the advertisers that sponsor these. Today the level of engagement is also growing through the web, online podcasting, mobile communications and email marketing.

Radio doesn't experience seasonal fluctuations

Consistency is an important commodity for any advertising medium. Unlike television, which experiences a drop in the summer, radio offers coverage throughout the year with little or no drop off.

Radio has low advertising avoidance

Out of all traditional mediums, radio advertising was reported as the least avoided in a Canadian research study.

Radio has repeat customers

Canadians listen to radio daily and spend many hours with the medium each week. Radio delivers high, affordable frequency or repetition. Repetition builds awareness and awareness is a key component in gaining market share.


it's possible
Canadian Broadcast Sales is owned, in equal parts, by Corus Entertainment Inc. and Rogers Communications Inc.

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DIARY
RTS

COMPETITIVE
LANDSCAPES

Market
Populations

1

Toronto 5,928,040

2

Montreal 4,098,927

3

Vancouver 2,463,431

4

Calgary 1,392,609

5

Ottawa-Gat... 1,323,783
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