Why are Canadian radio station audience data a state secret? : 2000 : BBM Canada

Letters to the Editors, Marketing Magazine, Toronto

Dear Sirs

I am a radio programming consultant based in Toronto with twenty years' experience in the industry. My work has created successful commercial radio stations in the UK, Russia, Hungary, Latvia, Czech Republic, Estonia & Lithuania. When I start a new project in a city, the first thing I do is contact the designated agency for media ratings. On every occasion, agency staff have always been very happy to share their data with me and are always pleased to discuss their findings with a fellow professional. Some agencies have even produced custom reports to help me better understand their media market. They recognise implicitly that we are both working towards the same goal - a wider understanding of audience research data will produce a more efficient medium that delivers bigger audiences to more satisfied advertisers.