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June 23, 2015 8:39 am  #1

CBC Badly Misjudges Demand For Ads On Its Radio Networks

Does this mean the grand experiment with advertising on Radio 2 will end? Or will they just charge less?

From the Canadian Press, via the Toronto Star:

"Canadian Media Research Inc. president Barry Kiefl said the broadcaster assumed there would be much more demand for the four minutes of ads per hour dictated by the CRTC.“It raises the question of why they did it in the first place,” Kiefl said. “They clearly had not gauged the marketplace for national advertising very accurately.”

According to the analyst in the story, they may have actually lost money by selling ads. Only the Canadian Broadcorping Castration could figure out a way to sell air time - and cost taxpayers big bucks! 

CBC misjudged demand for radio ad sales on music stations, analyst says

In other news, naive advertisers believed someone was actually listening to Radio 2...

Last edited by RadioActive (June 23, 2015 10:05 am)


June 23, 2015 10:00 am  #2

Re: CBC Badly Misjudges Demand For Ads On Its Radio Networks

The CBC hired one of our industry's brightest rep firms to sell this time.  The challenge is that when one is a bottom-feeder in ratings-sensitive markets, instead of relying on ratings-driven agency demand, the focus needs to be on a sales thrust that creates documented results.  Both CBC executive sales management and the rep firm rejected this approach, believing their own ideas would produce better fruit.  

Given the way that radio revenue is essentially flat-lining year after year, in a media world ever-increasingly bent on measurement of outcomes, where those players that provide such are the ones outpacing others in revenue and profit, why our industry does not change focus for the benefit of the clients escapes me.  

"I heard it on the radio" just doesn't cut it any more.  To see the smiles on national and local advertisers' faces when they can measure their results to the penny is one of the best rewards of working in this industry - you know you're making a difference.

Andy McNabb

August 31, 2016 2:34 pm  #3

Re: CBC Badly Misjudges Demand For Ads On Its Radio Networks

Well it seems they won't have to worry about selling the advertising for much longer.

CRTC deny's extension of allowing ads of Radio 2



August 31, 2016 3:32 pm  #4

Re: CBC Badly Misjudges Demand For Ads On Its Radio Networks

From the CBC's website:

CRTC rejects CBC application to continue ads on Radio 2, ICI Musique

So essentially, the CRTC is saying they made money on the spots - although far less than expected - and then didn't use the money to invest in its own radio programming, which was ostensibly the reason for the three year experiment.

If that's the case, as a taxpayer (who gets no say in contributing to the Corp.), I would very much like to know: what did the money earned from those spots go to?

     Thread Starter

August 31, 2016 5:04 pm  #5

Re: CBC Badly Misjudges Demand For Ads On Its Radio Networks

In spite of floating just ABOVE the Mendoza line all these years...and in spite of delivering what it is that an 'amount' of Canadians seem to like, appreciate and listen to...CBC execs have always seemed a wee bit better at organizing 1 car parades...but only just barely.

They get lucky.  Why?  No one else is doing that shit.