Last fall, CKUA conducted some in-person focus groups as well as an online survey to ask listeners what they thought about the changes we made to our 6-6 weekday schedule. The results were as varied as the CKUA schedule itself.
Here are some of the highlights:
Most listeners tune in both on weekdays and weekends (94%). Peak hours are 6am-6pm weekdays and noon to 6pm on weekends.
The program that garners the high proportion of awareness and listenership in the weekday schedule is The Afternoon Edition. Rise & Shine, perhaps due to its timeslot, garners the lowest awareness and listenership in the weekday schedule.
Listeners tune in least frequently from 6-7am and most frequently between 7-9am and 3-6pm on weekdays.
CKUA listeners tend to be 45-64 years old, university-educated Albertans who are married or in a common law relationship and have no children under 18 in their household.
93% of listeners tune in to CKUA on FM. 45% of listeners surveyed listen online in addition to listening to terrestrial FM.
63% listen to CKUA the same amount after the format changes, while 22% listen less often and 15% listen more often.
Lunchbox garners stronger awareness among younger listeners, 18-34 years, and middle aged listeners, 35-44 years. Those who listen to CKUA more often now listen to this program more than those who have not changed the amount of their CKUA listening, suggesting that a new audience is being reached.
So, what does this mean for CKUAs schedule? For the most part, its status quo. We are planning to make two small adjustments post-Spring Campaign stay tuned for more details about that next month.
Thank you to everyone who contributed their feedback to this process. We really appreciate your collective thoughts and ideas.
- Katrina Regan-Ingram, COO