Rogers Radio is about to find out what’s really in a name after converting its London, Ont.–based classic hits station CHST 102.3 BOB FM to the JACK format.
CHST becomes the sixth Rogers station to adopt the JACK format, which blends contemporary artists like Adele and Pink with classic favourites from bands including Queen, AC/DC and the Rolling Stones.
Longtime BOB FM morning personalities Steve Stax and Pete Travers remain with the station in the newly rechristened morning show JACK Mornings with Stax and Pete.
CHST ranked sixth out of 11 stations in the London market with a 6.5% share and a weekly reach of just over 55,000 people 12+ according to the spring ratings report from Numeris (formerly BBM Canada).
Julie Adam, vice-president of programming for Rogers Radio in Toronto, said that adopting the JACK format has helped revive several other Rogers stations since it was first introduced to the market more than a decade ago.
In February, the company switched Halifax’s 92.9 CFLT-FM from an AC format to JACK, with ratings in the key A25-54 demographic jumping 20% after the switch. The station moved from seventh to fourth in the market rankings in the key advertiser demo.
Rogers has also operated JACK stations in Vancouver (96.9 CKLG-FM) and Calgary (CJAQ 96.9 FM) for several years, although it revamped the stations with new music and new personalities about 18 months ago.
The switch produced ratings increases in both markets, said Adam, with ratings in the A25-54 demo for JACK FM in Vancouver up 17% year-over-year and ratings for the Calgary station up 26%. Both stations currently sit third in their respective markets in the 25-54 demo, up from fifth a year ago.
The London rebrand is being accompanied by a TV and out-of-home campaign, with a buy from Rogers’ media AOR, OMD Canada.