Abstract:

By returning to the sample of Canadians who filled out a BBM radio diary, BBM Canada was able to bring an extensive product and customer behavior database combined with BBM's radio ratings to desktops in Canadian radio stations, agencies and advertisers. Starting off in the fall of 1998 with three major markets- Toronto, Vancouver and Victoria, RTS now includes Halifax, Quebec City, Montreal, Hamilton, London, Kitchener, Calgary and Edmonton. Not only that, RTS also includes a national study called RTS Canada. The RTS database is updated twice yearly. This paper also reviews how, in only four years, the RTS study became the largest media and consumer behaviour study ever offered in Canada; and why broadcasters cannot rely upon demographics when describing and selling their audiences.