Classical 96.3 FM Media Kit

Beautiful
Music for
a Crazy
World
MEDIA KIT
2014
www.classical963fm.com
01/14/2014
At A Glance
English Canada’s Only All-Classical Stations
C
lassical 96.3fm, home of Toronto’s Classical Favourites, started its life
more than a quarter of a century ago as a humble classical music station
in beautiful Cobourg Ontario (still broadcasting as Classical 103.1 fm).
We are English Canada’s only all classical music radio stations
We are Mozart & Movie Music. Bach & Bernstein. Opera & Crossover
We are a new attitude for one of the oldest art forms in Western Civilization
Programmed by John van Driel – popularizes classical music to make it more
accessible to the public at large
We offer listeners the greatest music of all time plus up-to-the
minute news, weather, traffic, Zoomer® and arts reports. All this, plus uniquely
intimate and interactive “Live From the Lobby Concert” performances which
have featured such luminaries as piano virtuosi Lang Lang and Yundi; opera stars
Ben Heppner and Measha Brueggergosman; popular crossovers singers such as
Katharine Jenkins and Josh Groban; and super groups like The Tenors, Il Volo and
the Tafelmusik Baroque Orchestra.
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The Science of Classical Music
It's a beautiful thing.
Scientific research proves classical music causes the heart beat and
pulse rate to relax to the beat of the music.
As the body becomes more relaxed and alert, the mind is able to
concentrate more easily. Furthermore, classical music decreases
blood pressure and enhances the ability to learn.
Classical music has also been long associated with
improving memory, the information storing and processing
system of the brain that derives its actions from sensory input.
All this means, the classical radio format creates an
environment where advertising messages not only
have an increased opportunity to be noticed, but also
absorbed. And in today’s highly cluttered and fragmented media
landscape this is a huge advantage!
Capitalize on the power of classical radio – and grow
your business today! The New Classical 96.3 fm (Toronto) and
103.1 fm (Cobourg) are Ontario’s only commercial radio stations playing
all classical music!
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Sources: http://www.cerebromente.org.br/n15/mente/musica.html
http://www.ehow.com/about_5385405_effects-classical-music-memory.html
Zoomers®ARE An Economic Force
542,000 Zoomers® tune into Classical 96.3fm for over 1.9 million hours every week!1
I
n 2008, Moses Znaimer launched and popularized the term Zoomer®
(Boomer with Zip!) to denote the 15.1 million Canadians formerly
known as the “45plus”. Since then he has assembled a full suite of
media (including Classical 96 & 103) dedicated to being the authoritative
voices for Zoomers® – unequivocally the single most powerful consumer
group in the history of the world!
For listeners our mission is to be Classical music radio for today; a voice
for the vibrant present, and future, of great music and arts in the GTA.
For advertisers our mission is to provide the showcase their messages
deserve, and offer the most effective means of communication with the
Zoomer® population – a market of 15.3 million people2, accounting for
60%3 of all consumer spending and controlling 65%4 of the wealth.
Are you really speaking to them?
Communicating means more than just arithmetic – reach, cost or other
media planning metrics. It also means involvement – delivering an
audience that is engaged, attentive and eager to learn more. It’s not
enough to just broadcast your message over the airwaves. Classical will
show you why context and content matter – a strategy that places your
brand at the forefront with listeners.
Sources: 1BBM PPM R4 2013 (Aug 26 to Nov 24, 2013) Full Coverage, Mo-Su 5a-1a, A2+, Avg Wkly Cume, Ttl
Hrs/Wk, Comp% AMA 2Stats Canada Population estimated Nov 25, 2013. 3PMB Fall 2013 (% Of Combined
Volumetric Spending Totals) 4PMB Fall 2013 (A18+)
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77% of
Listeners are
Zoomers!
% OF LISTENERS
WHO DO NOT**
LISTEN TO…
THE JEWEL 88.5 85%
AM 640
80%
NEWSTALK 1010
76%
JAZZFM 64%
Source: **BBM PPM (R4 Aug 24 to Nov 24, 2013)
Full Coverage, Mo-Su 5a-1a, A2+, Duplication
Average Weekly Cume
(Selected 45+ Skewing Stations)
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Audience Profile
A cut above the rest.
No. 1 FM STATION IN TORONTO - Net worth ($658,000) †
No. 1 FM Music Station in Toronto - Time Spent Listening +
Affluent, Educated
& Influential
Premium Prospects
% COMPOSITION
42% Male Listeners & 58% Female Listeners
79% are principal grocery shoppers
78% own their home
74% are home improvement spenders
65% have travelled on vacation in the past year
57% are mortgage free homeowners
50% invest in stocks/mutual funds
52% are university+ educated
42% have a household income greater than $100,000*
39% are managers/owners/professionals*
INDEX
301 Post-Grad Educated
208 Regularly Gardens
218 Attend Musical Concerts
172 Savings & Investments Valued Over $100,000**
168 Foreign Vacation Travel Past Year
168 Invest in Stocks/Mutual Funds
155 Principal Grocery Shopper
147 Attend Live Theatre/Ballet/Opera/Art Gallery/Museum
142 Regularly Cycles in Season
117 Mortgage Free Home Owners
INDEX is in reference to the general population with 100 being the base. Anything
over 100 denotes a propensity above the general population (12+ in this case). For
example, Classical 96 listeners are 216% more likely than the average Canadian 12+
to be post-grad educated.
Source: BBM PPM R4 2013 (Aug 26 to Nov 24, 2013), Toronto Ctrl, Mo-Su 5a-1a, %
Comp AMA A 12+ *Working households **BBM RTS Toronto Spring 2013, Adults 12+
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†BBM RTS Fall 2013, A 12+. Calculated as average savings & investments plus
average home value – average debts & liabilities +Rank in comparison to all other
commercial radio stations in Toronto (Full Coverage Audience)
age profile
Under 18
5%
18-3410%
35-4410%
45-544%
55-6422%
65+
52%
Average Age: 52
Source: BBM PPM R4 2013 (Aug 26 to
Nov 24, 2013), Full Coverage,
Mo-Su 5a-1a, Avg Age (2+ AMA)
& % Comp Weekly Cume
HHI $150K+
Classical 96.3 fm
Personally Hold Savings & Investments over $100K**
Audience Profile
0
10
20
30
40
50
60
70
80
90
100
Not All Listeners Are Created Equal
Adults 12+
AdultS 12+ Audience Composition Analysis (% Composition)
Mortage Free Home Owners
Principal Grocery Shopper
Invest in Stocks/Mututal Funds
Holds Term Deposits/GIC
Post-Grad Educated
Foreign Vacation Travel Past Year
Personally Hold Savings & Investments over $100K**
$500K+ Homeowners**
Arts* Patron
Attend Musical Concerts
All Toronto Stations (Average)
Classical 96.3 fm
0
10
20
30
40
50
60
70
80
90
100
Adults 24-54+
AdultS 25-54 Audience Composition Analysis (% Composition)
Principal Grocery Shopper
University Educated
Arts Patron
All Toronto Stations (Average)
Manager/Owner/Professional
HHI $150K+
Classical 96.3 fm
Personally Hold Savings & Investments over $100K**
0
Adults 12+
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Mortage Free Home Owners
Principal Grocery Shopper
Invest in Stocks/Mututal Funds
Holds Term Deposits/GIC
10
20
30
40
50
60
70
80
90
Sources: (1) BBM PPM, R4 2013 (Aug 26 to Nov 24, 2013, Toronto Central,
Mo-Su, 5a-1a, % Comp A12+ & A25-54 *Attend Live Theatre/Ballet/
Opera/Art Gallery/Museum (2) **BBM RTS Fall 2013
100
A POWERFUL COMBINATION
WHY TWO IS BETTER THAN ONE
C
lassical 96 & AM 740 are the authoritative radio voices
for reaching and speaking to Zoomers® in Ontario.
Both stations deliver an unduplicated weekly audience of 1,479,000!
Source: BBM PPM, R4 2013 (Aug 26 to Nov 24, 2013), Full Coverage, Mo-Su 5a-1a, A2+, Avg Weekly Cume
Top 2 stations in Toronto for average savings & investments!
AM 740
$174,000 (Rank #1)
Classical 96
$171,000 (Rank #2)
Top 2 stations in Toronto for average net worth!
Classical 96
$658,000 (Rank #2)
AM 740
$636,000 (Rank #4)
Source: BBM RTS Fall 2013, A12+ (calculated as average home value + average savings & investments – debts & liabilities)
Buy both AM740 & Classical 96 and balance your Zoomer targeted buy.
Average Age
AM 740
63
Classical 96 52
A45+ % Comp Weekly Cume Adults 45-64Adults 65+
AM 74040%60%
Classical 9650%50%
Source: BBM PPM, R4 2013 (Aug 26 to Nov 24, 2013), Full Coverage, Mo-Su 5a-1a, Avg Age (2+AMA) & % A45+ % Comp Weekly Cume
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Coverage Area
975,000 listeners tune into Classical 96.3 fm for nearly 2.5 million hours every week!*
AVERAGE MINUTE AUDIENCE
LAKE HURON
18,100 Full Coverage
14,300 Toronto Central
GEORGIAN
BAY
DAIly CUME
Peterborough
367,000 Full Coverage
275,000 Toronto Central
Weekly CUME
975,000 Full Coverage
725,000 Toronto Central
National & International Coverage
www.classical963fm.com
Bell ExpressVu Channel 963
Rogers Digital 964
Sarnia
Digital Audio Channel 9
Kingston
Belleville
Newmarket
Orangeville
Fergus
COBOURG
Markham
Oshawa
Richmond Hill
Ajax
Brampton
TORONTO
Mississauga
Guelph
Waterloo
Kitchener
Oakville
Cambridge
Burlington
Hamilton
St. Catharines
Brantford
Niagara Falls
Welland
LAKE ONTARIO
Rochester
Buffalo
0
LAKE ERIE
Windsor
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50
100
kilometres
Source: BBM PPM, R4 2013 (Aug 26 to Nov 24, 2013), Full Coverage & Toronto
Central, m-Su 5a-1a, AMA and Average Weekly & Average Daily Cume, A2+
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Program
Guide
Classical 96.3 fm
is Toronto’s
only commercial
radio station playing
all classical music.
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Testimonials
Build Your Business with Classical 96.3 fm
“You have made it possible for us to build our business to a level that is unbelievably appreciated. If it wasn’t
for the listeners we would not be in the position of strength where we are today.”
Alec Van Rijk, Van Rijk Jewellers
“Classical 96.3 FM, it works! But don’t tell my competitors.”
Mark Mandlsohn, Bay Bloor Radio
“We have been advertising with MZ Media (Classical 96 & AM 740) for more than 7 years and find it an
excellent way to reach out to our Customers. Radio provides a very direct and personal link when speaking
about who we are and what we believe in. The people at MZ Media, from our account rep to our creative
contacts, get that and help us get the most from the medium…These advertising buys anchor our media plan
and provide us with a flow of business that is both steady and reliable. We highly recommend MZ Media to
any business that is ready to take their revenue projections to the next level.”
Kenzie Campbell, Royal Home Improvements
“96.3 is the perfect fit for Manderley Manor (home of Stickley furniture). When selling a high end product you
need to be on target with your advertising dollar. 96.3 brings affluent and intelligent customers to our store
and that’s the competitive advantage one needs in a challenging business environment. “
Jim Sublett, Manderley Manor HOME OF STICKLEY
“The first annual Toronto Garlic Festival was a great success. Attendance was more than expected and our
exhibitors, including garlic farmers and chefs, were very pleased with the turnout. We were most impressed
with the quality of your audience and the professionalism of Classical 96.3 FM’s production and on-air
personnel. Thank you again for your commitment to our success.”
Peter McClusky, Toronto Garlic Festival
January 2014
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Interactive
Reach Listeners On Air or Online!
Extend your message
FACTOIDS
• 10 million Zoomers® (Adults
45 AND OVER) visited websites
in the past month*
• 7.4 million Zoomers® are on
Facebook (74% of Zoomers®
who are online)*
• 2.4 million Zoomers® own
tablets or e-readers – that’s 33%
more than A18-34 & 6% more
than adults A25-44!**
• 23% of Zoomers® online
accessed the internet via mobile
devices in the past month**
• According to Social Code,
Face book users over the age of
50 are 28.2% more likely to click
an advertisement than 18 to 29
year old users
Sources: *comScore October 2013
**PMB Fall 2013
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to Classical963fm.com and add affordable
impressions to your radio campaign. Users
are drawn to our site to:
• Listen Live
• Watch live & recorded performances
• Check our arts calendar
• And enter to win our great contests
Our website delivers
• 162,042 average monthly page views
• 98,914 average monthly visits
• 46,436 unique monthly visitors
Source: Google Analytics, July to Nov 2013 – 5 month average
Opportunities include
• Display advertising banners
• Classical Notes quarterly newsletter with
banner and advertorial placement
• Classical Club direct email blast to
21,000 opt-ins
• Content sponsorship
• Custom content (landing pages,
webinars, blogs, webisodes)
• Audio & video pre-roll
• Mobile
• Social media outreach
Beyond the Dial Opportunities
Leverage The Full Power of ZoomerMedia
Z
oomerMedia’s
brands enable
advertisers to reach
this coveted group in
almost all media platforms
– print, TV, radio, online
and consumer shows as
well as through affinity
programs with CARP,
Canada’s largest association
for the 45-plus, with more
than 300,000 members.
Our vision is to provide the
showcase your message
deserves, and offer the
most effective means of
communication with the
Zoomer® population.
broadcast
PRINT
Classical 96.3 FM
Zoomer® Magazine
Zoomershow
Classical 103.1 FM
ideaCity Conference
AM740
VisionTV
ZoomerLife Conference
EverythingZoomer.com
JoyTV
HopeTV
12
events
Toronto, Vancouver & Ottawa
The Brand New One
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online
Rest of Network includes: CARP.ca, VisionTV.ca,
JoyTV.ca, HopeTelevision.ca,
OneBodyMindSpiritLove.com, Goldhawk.com,
ZoomerRadio.ca & Classical963fm.com
Are you really
speaking to th
em? Communic
more than just
ating means
arithmetic – re
ac
h, cost or other
planning metri
media
cs. It also means
involvement –
audience that is
d
el
ivering an
engaged, attent
ive and eager to
It’s not enough
learn more.
to land your m
essage in front
ZoomerMedia
of eyeballs.
will show you w
hy context and
matter – a stra
content
tegy that place
s your brand at
with this super
th
e forefront
group. Talk to
us about how
pieces together
to
put all the
.
Contact Us
Vice President of Programming & Operations
John van Driel | jvd@mzmedia.com
GENERAL MANAGER, Vice President OF BROADCAST Sales
Dan Hamilton | d.hamilton@zoomermedia.ca
DIRECTOR OF SALES, RADIO DIVISION
MICHAEL TIERNAY | m.tiernay@mzmedia.com
Vice President, News
Libby Znaimer | libby@zoomer.ca
Vice President, Communications
Leanne Wright | leanne@zoomer.ca
Vice President, Promotions
Christopher Randall | christopher@mzmedia.com
Music Director
Michael Lyons | m.lyons@mzmedia.com
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General Inquiries 416.367.5353
Contest Phone Number 416.870.9636
News Department 416.367.5353
Mailing Address
The New Classical 96.3 FM, 70 Jefferson Avenue, Toronto, Ontario M6K 1Y4
Classical 96 is part of MZMedia Inc., a division of ZoomerMedia Limited (TSVX: ZUM
– all under the leadership of Moses Znaimer, Canadian broadcast icon and ZoomerMedia President & CEO.