Corus Release
Corus Radio is pleased to announce a new initiative on all its major market FM stations guaranteeing that it's back to the music in just two minutes. The launch of two-minute stopsets on 15 stations in eight markets means Corus Radio is getting listeners back to the music faster while giving clients more value for their advertising dollar.
Building on Corus' commitment to create innovative solutions for clients and listeners, the two-minute stopset initiative responds to proprietary research on audiences' listening habits. The study found that with shorter commercial breaks (four or fewer ads), listeners not only stayed tuned to the commercials, but ultimately, stayed tuned to the station longer.*
"Corus continues to take a leadership position in innovating the Canadian radio industry for the evolving media landscape," said John Hayes, President, Corus Radio. "Instituting two-minute stopsets across the board on our major market FMs creates a win-win situation for our listeners and our advertisers. By improving the listener experience we're reducing channel surfing and listeners are getting more of what they tune in for. As a result, we're offering clients more value for their paid spots."
Corus' two-minute stopset began as a six-month pilot program in Calgary on Q107 and Country 105 in late 2005. Calgary clients and listeners polled online and in focus groups responded positively to the initiative. Listeners repeatedly reported noticing fewer commercials and because music was just a short stop away, they tuned in more frequently and for longer periods. Clients appreciated never being buried in a long stopset and the ability to run their ads in different commercial breaks than their competitors'.
Two-minute stopsets, (four 30-second spots), are now running on Vancouver's 99.3 The FOX and Classic Rock 101; Calgary's Country 105 and Q107; Edmonton's 92.5 JOE-FM and CISN Country 103.9; Winnipeg's Power 97; London/Woodstock's Classic Rock 103.9 The HAWK, FM96 and The New 1031 Fresh FM; Hamilton's Y108 and The New Country 95.3, Toronto's Q107 and 102.1 the Edge and Q92 Montreal's 92.5.
Corus is focusing this initiative on music stations with two-minute commercial breaks running throughout the broadcast day, commencing after the conclusion of each station's morning show. The new program is being given considerable on-air support, with each station appropriating the phrase "You're never more than two minutes away from..." to fit the station's format and personality. |