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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