the fall 2007 tv ad campaign › edmonton radio news › radio in edmonton › radio

It's a challenge. How does a radio station attract new listeners? Trips and cash giveways featured on the air preach to the already converted.

Car dealerships and pizza joints can buy airtime on any or many stations, but it's likely impossible for one radio outlet to buy time on a competing station (at least there is no evidence of this ever having been tried locally).

Print media is increasingly showing diminishing returns in terms of exposure ... so radio turns to its younger cousin television to get the word out.

The fall Bureau of Broadcast Measurement survey of radio listenership is the most important one of four taken during a calendar year. The results are used to set station rate cards (their charge for airtime) that radio salespeople use to woo clients.

In the fall of 2007, elements of the Edmonton radio market were in a state of turmoil. The importance of the BBM was compounded with a sense of desperation on the part of several stations in serious ratings trouble.

The Last Link has compiled snapshots of the TV campaigns that aired at the outset of the Fall 2007 BBM survey period. Featured are stations on solid ground, stations wanting to gain market share ... and the bizarre case study that is K-Rock.

Stations and their campaigns are listed in increasing order of creative or controversial interest.

Magic 99

Wanting to improve their usual eleventh to thirteen place showing in the BBM ratings, Magic 99 offered viewers a series of understated commercials that featured images of creature comforts and romantic moments » full details »

104.9 EZ Rock

The safe-at-work station rotated two lighthearted commercials that promoted the friendly appeal of the station's personalities » full details »

Sonic 102.9

As 2007's late spring/early summer ratings wunderkind, Sonic had no reason not to continue the basic campaign they've been running in the past. The station ran a single edgy-looking spot made up of two split-15s that ran back-to-back » full details »

Big Earl

Well ... it seems that the station with the JOE format that plays anything country is equally desperate to try just about anything to rescue themselves from being an ongoing ratings disaster. In its attempt to lure listeners – any listeners – Big Earl ran two spots that replaced air guitar with a Chris Farley-esque figure demonstrating bare guitar » full details »

The Bear

Seeking to regain its dominance, The Bear threw the cautions of good taste to the wind by showing TV viewers what they feared to imagine on radio: the Paul Brown show in action » full details »

K-Rock

Of all the TV ad campaigns thrown in front of the average viewer, to radio folks behind the scenes the K-Rock blitz caused the most wonder and speculation. Coupled with a web site, the allegedly grassroots campaign became transparent very fast as a marketing stunt – a risky venture in world now very viral marketing wise, and if not executed properly, cynicism inducing » full details »

While a CISN commercial has been spotted, this site has not been able to capture it for review. The unexceptional-looking commercial is semi-animated and features the waking crew of Bruce Bowie, Sean Burke and Tracie Gray promoting their Barn Door Bargain contest.

Interesting to note that the CISN spots have primarily appeared when Shaw Cable substitutes Canadian commercials on American programs. CISN's owner Corus Entertainment is owned by Shaw Communications.

Absent from the fall campaign is an entry from CHED (also Corus). Although the station's ratings don't warrant a need for promotion, the station had advertised through several previous survey periods with a spot that generously trumpetted the station's morning show. With Gord Whitehead's sudden departure, CHED was likely caught without a Plan B.

Another Corus property not airing commercials is CKNG - Joe FM.

Edmonton Journal readers offered their views of the TV ad campaigns in the paper's venting column.