Climbs 8th to 1st
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|
CILQ – A Corus Entertainment Radio Station
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.
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