Sources: Statistics Canada; Solutions Research Group, Ipsos-Reid, and RAB: 2009 Vancouver’s Bollywood Station A Brave New Market Wealthy, educated, and progressive , the South Asian population in Metro Vancouver now exceeds 247, 000. For over 25 years, our company has been creating quality radio and television programming for this community and helping Canadian businesses successfully tap into this robust and growing market Forget Apu, beloved Simpsons character who runs the Kwik-E-Mart, he is not typical of South Asians who have emigrated to North America. This population is growing about 100 percent every 10 years, and it’s the qualitative stats that make this group particularly interesting. Almost 40 percent hold masters, doctorates, or other degrees--five times the national average in the US. 54% of South Asians have household incomes of more than 60k compared to only 46% of mainstream Canadians. And 1 in every 26 South Asians is a millionaire, said Merrill Lynch in a 2003 survey South Asians now make up the largest visible minority population in Canada with concentrated numbers in Vancouver, Toronto, and Hamilton. With strong traditions of education, hierarchy, and status, this powerful consumer group is looking for everything from luxury homes and cars to banking services and recreational destinations. Ipsos-Reid calls marketing to South Asians in Vancouver a must. And BMW India increased sales targets by 40% from 2007 to 2008, illustrating the power of this market overseas and locally. Vancouver’s South Asian Market - South Asians have more education than the average Canadian, making them an affluent group - 71.5% of the South Asian population are home owners; 81% are married; 40% are raising families - Population is youthful and consumer-driven, averaging 31 years old (avg. Canadian is 45) - South Asians spend 30% more on credit cards than the average American (no Canadian stat available) - Only 31% of South Asians speak English/French at home and most feel mainstream advertising does not target them Contact Nita at 604-299-1727 ext. 110 or [email protected] to learn more about how RJ1200 can help you achieve sustainable growth by targeting Vancouver’s lucrative South Asian community.
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Jul 09, 2015
Wealthy, educated, and progressive, Vancouver\'s vibrant, young South Asian population is the final marketing frontier
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Sources: Statistics Canada; Solutions Research Group, Ipsos-Reid, and RAB: 2009
Vancouver’s Bollywood Station
A Brave New MarketWealthy, educated, and progressive , the South Asian population in Metro Vancouver now exceeds 247, 000. For over 25 years, our company has been creating quality radio and television programming for this community and helping Canadian businesses successfully tap into this robust and growing market
Forget Apu, beloved Simpsons character who runs the Kwik-E-Mart, he is not typical of South Asians who have emigrated to North America. This population is growing about 100 percent every 10 years,
and it’s the qualitative stats that make this group particularly interesting.
Almost 40 percent hold masters, doctorates, or other degrees--five times the national average in the US.54% of South Asians have household incomes of more than 60k compared to only 46% of mainstream Canadians. And 1 in every 26 South Asians is a millionaire, said Merrill Lynch in a 2003 survey
South Asians now make up the largest visible minority population in Canada with concentrated numbers in Vancouver, Toronto, and Hamilton. With strong traditions of education, hierarchy, and status, this powerful consumer group is looking for everything from luxury homes and cars to banking services and recreational destinations.
Ipsos-Reid calls marketing to South Asians in Vancouver a must. And BMW India increased sales targets by 40% from 2007 to 2008, illustrating the power of this market overseas and locally.
Vancouver’s South Asian Market- South Asians have more education than the average
Canadian, making them an affluent group
- 71.5% of the South Asian population are home owners; 81% are married; 40% are raising families
- Population is youthful and consumer-driven, averaging 31 years old (avg. Canadian is 45)
- South Asians spend 30% more on credit cards than the average American (no Canadian stat available)
- Only 31% of South Asians speak English/French at home and most feel mainstream advertising does not target them
Contact Nita at 604-299-1727 ext. 110 or [email protected] to learn more about how RJ1200 can help you achieve sustainable growth by targeting Vancouver’s lucrative South Asian community.
Sources: Statistics Canada; Solutions Research Group, Ipsos-Reid, and RAB: 2009
Coverage Map and Audience 60 to 65% percent of Metro Vancouver’s 247 000 South Asian population tune into RJ1200 each week for the latest Bollywood hits. With a vibrant, upbeat format that appeals to the young and young at heart; our core demographic ranges between 18-45 years. RJ1200 is the only station designed to appeal to second generation, new, and established South Asians from all over India. By playing the latest hit music and broadcasting in Hindi, Punjabi, and English, RJ1200 truly reflects India’s cultural diversity and is a station for Vancouver’s entire South Asian community.
RJ 1200’s powerful transmitter ensures a strong, clear signalthat is heard throughout the entire GVRD,
the Fraser Valley, Howe Sound and Vancouver Island.
Broadcasting to More South Asiansthan any other Ethnic Station
… transmitting a powerful signal
S. ASIAN % of TOTAL AREA POPULATION POPULATIONGreater Vancouver Regional District 164,365 23%Abbotsford & Mission 17,005 15%Squamish 1,690 12%Vancouver Island 9,270 1.67%TOTAL 192,330
Broadcast Area includes:Population Figures from Stats Can 2001 Census
Stats
- About one in ten people living in Metro Vancouver are South Asian
- South Asians are a youthful population; 70% are under 45: 23% are 0-14; 15% are 14-25; 17% are 25-34; 15% are 34-45
- 60-70% of South Asians say they would like more advertising & communications in language
- 63% of ethnics indicate they are more likely to patronize a business with an active interest in their community
- Ethnics make up 60% of Vancouver’s population growth
Audience
- RJ listeners are Canadian born, new, and established South Asians
- Core age group of RJ listeners are 18-45 years
- Listenership is approximately equal, skewing slightly towards women
- The 18-34 age segment consumes the most Indian media, particularly radio and the Internet
- More than 90% of consumers age 12 and older tune into radio--a higher penetration than television, magazines, papers, or the Internet
What Fans are saying
Angelina, YOU ROCK. Just a great show to listen to when you’re stuck in traffic.
Amar: Surrey, BC
“Just wanted to say Saturday Night Hungama is OFF THE CHARTS!!! The music is amazing and no matter where I am or what I’m doing it always gets me moving.”
Serena: Vancouver, BC
“I pick the kids up everyday and drive for 45 minutes to reach home. My kids and I enjoy the show very much. Takes us back to Bombay everyday.”
Bharat: Victoria, BC
“I work with a lot of non South Asians but we always end up listening to RJ because the music is bumping and the DJs are hilarious.”
Jaspal: Abbotsford, BC
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