The nine-station radio network in Quebec changes its format and launches a multimedia campaign to support it.
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The soccer team celebrates its entry into the big leagues with a 36-hour "mystery" campaign followed by a Montreal-centric media buy.
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All of Corus's Quebec properties are set to be transferred to Cogeco in the coming months, pending CRTC approval.
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The public broadcaster is cutting roughly 10% of its workforce and eliminating current affairs programming, music and special event shows.
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RNC Media, which operates 16 radio stations and five television stations in the province, has launched seven new radio stations across four regions.
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The radio spots may be ads, but they sound exactly like typical call-in folks pouring their hearts out.
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How about a radio brand in your hand? This was the thinking behind the launch yesterday of Énergie, an energy drink launched by Montreal-based Astral Media Radio's network of the same name. The product, which carries the same logo, branding and graphic elements as the radio network, is an equal partnership between Astral Media Radio, Cott Beverages in Toronto and Laval, PQ's Couche-Tard chain, targets the radio net's bullseye demo - the 18-34s. The partnership deal was done in-house.
"This is a wonderful marketing tool for us," says Charles Benoit, Astral Media Radio's VP of programming. "It's a total brand extension. [Our research shows] that more than 40% of people do their listening in the car and the Couche-Tards are everywhere." He also says that Astral Media Radio's research [culled from BBM RTS] has shown that energy drinks are very popular with the 18-34 set and though Red Bull may be the number one brand in the energy drink market, he hopes for "a strong number two" with this product. Benoit says the company is planning to spend $1.5 million in radio airtime value to promote the new drink between now and the end of May. Énergie will be available at all 536 Couche-Tard stores all over Quebec. The radio network of the same name reaches more than 1.7 million listeners per week.
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Media agencies have based their Montreal television buys on BBM's Personal People Meter (PPM) data for almost two years and now radio ad purchases may not be far behind. Simultaneous to the gathering of TV data, the PPM has been capturing radio listening of 22 radio stations (English and French, Canadian and U.S.) that have encoded their signals to take part in this test. The Montreal stations taking part account for more than 92% of all radio listening in the Montreal area.
On Tuesday in Montreal, Pat Pellegrini, VP research for BBM Canada, and Ken Purdye, a meter consultant with BBM, compared the diary and PPM results of radio measurement in the market for an international audience at the ARF/ESOMAR Worldwide Audience Measurement Conference.
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