RADIO: What do long term ratings trends say about Edmonton and Calgary format flips?

By Steve Faguy

RADIO RATINGS ANALYSIS is a complex task, as we noted last week. For radio station promotion departments getting their quarterly analysis in Canada's five largest markets, it's about toying with the numbers — age, gender, time of day, relative growth — until your station becomes number one, or at least number one in categories advertisers like.But what about longer-term trends? We took Numeris top-line ratings data over the past seven years to capture portraits of stations in those five major markets who made changes to their programming, and what happened to their audience as a result.For the sake of a...