CILQ Case Study
Media Research
research,music,p1,media,p1mediagroup,crowd source music test,CSMT,DMT
17462
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CILQ Toronto

Climbs 8th to 1st


In 2015, CILQ Toronto changed strategy from Classic Rock to a more Classic Hits leaning station to compete with market leader Boom.  The strategy backfired and sent CILQ down to 8th A25-54 and #5 Men 25-54 in 2016.

 

P1 Media Group began as CILQ’s partner in 2016 conducting Perceptual Studies, Focus Groups, Talent Testing & Library Music Testing.  P1 Recommended a course change to a Mainstream Rock position. Our research showed this position was under-served and available. P1’s innovative Crowd Source Music Test® was implemented regularly to monitor reaction to the music evolution while the Morning Show was frequently evaluated. Station monitors were conducted to ensure optimal execution. CILQ steadily improved reaching #1 A25-54 and #1 Men 25-54. CILQ is has remained #1 or #2 ever since.

 

Steps to success

Process: Regular Strategic Studies, Perceptual Studies, Focus Groups, Crowd Source Music Tests® and Callout Research
2016: Perceptual Study and evolution to Mainstream Rock
2016: Crowd Source Music Tests® (CSMT®) conducted to fine-tune music adjustments
2016: Logo and positioning adjusted in alignment with music
2017: Morning Show retooled for better mass appeal
2017: Focus Groups conducted to gauge how the new Format  and re-tooled Morning Show were being received
2018: Talent Testing conducted to provide audience feedback for ongoing Morning Show Coaching
2019: CILQ #3 A25-54 hitting new record revenue
2020: CILQ #1 A25-54 & Men 25-54 for 1st time in its history
2021: CILQ remains #1 or #2 today

Company
CILQ – A Corus Entertainment Radio Station

Location
Toronto, Canada

Customer Since
2016

 

 

ABOUT

We are experienced and passionate former radio DJs and programmers who are out to shape the future of radio, one client, one station at a time – – simply because we love what we do and we love what you do.

 

CONTACT

Max Dugan

+1.202.290.7960

max@p1mediagroup.com

 

Ken Benson

+1.360.910.4119

ken@p1mediagroup.com

Max & Ken bring so much to the table: Research smarts, great programming instincts and extensive experience. We are so much stronger with P1 on our team.
-Ronnie Stanton, National Program Director Corus Radio
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