Rouge FM

Agency: Bleublancrouge

Section I — Basic information

Business Results Period (Consecutive Months): August 1, 2011 - December 31, 2012

Start of Advertising/Communication Effort: August 18, 2011

Base Period as a Benchmark: August 2010

Section II — Situation analysis

a) Overall assessment

With the arrival of the new PPM survey method, it became clear that Quebec radio station RockDétente had experienced a drastic decline in its audience by the fall of 2008 compared to its main competitor, Rythme FM. Despite several changes in the musical content to induce vitality, and several attempts to innovate through the introduction of new personalities and changes in the musical programming, RockDétente was never able to meet or even make up the difference against its main competitor. The difference in audience share stood at 11 points, which is huge for a radio station. RockDétente, which used to be perceived as the number one station targeting women aged 25-54, was now losing its connection with its core audience, the situation was worst in the greater Montreal metropolitan area, while other markets across the province did not experience that drastic drop in share.