David Bray is President of Bray & Partners Communications.
Feel free to forward questions and inquiries:
Phone: (416)431-5792
E-mail: davidbray@brayandpartners.com
Websites: brayandpartners.com, davidbray.ca
Today we look at the Spring Radio Ratings in Diary markets. There are currently 22 diary markets. All 22 Numeris markets were measured under continuous measurement, using the Online Radio Diary. An additional 21 non-Numeris markets are covered by radioCount. Their methodology has been consistently effective, but is covered by a different report. Data for these two methodologies along with Numeris’ PPM markets can all be accessed through Radius software.
Ongoing Canada Post strikes resulted in delays in delivering and returning survey materials. Today’s Numeris release covers weekly measurement from April 28, 2025 to May 3, 2026. Sample from previous releases were borrowed for most markets.
Today reportedly marks the last Diary release from Numeris. As I mentioned in my previous columns, significant methodology changes are on the horizon. Numeris is preparing to replace diaries with a different approach. They are currently exploring alternative methods for measuring radio markets including hybrid approaches and a test initiative with StatsRadio. The pilot version of this possible solution ran in parallel with the normal spring diary ratings. Numeris has been hesitant to release any details except to select individuals.
That will leave us with three different approaches, one each for Numeris (previously diary) markets, the smaller radioCount markets and the larger PPM markets. Not to mention all of the former diary markets that were dropped by Numeris and left without measurement. Numeris has indicated that they will not be increasing the sample sizes in PPM markets, which continues to be a significant challenge. All of these factors will undoubtedly result in very significant changes in the way radio is bought and sold. This may compound the financial struggles that the medium is experiencing. But have no doubt that radio continues to have a robust presence.
It is worth mentioning that radio reached 79% of Canadians 25-54 (and 78% of A12+) in diary markets. In the Quebec markets, A12+ reach was 82% and with Adults 25-54 at 86%.
This spring, 39% of adult 25-54 listening occurred in-vehicle, 32% of listening was done in the home, while 28% took place at work. Another two per cent took place elsewhere.
Canadians 12+ in top markets spend an average of 12.9 hours per week listening to radio. In Quebec markets, 12+ reach is 82%, while A25-54 is 86%. Quebecers 12+ spend 14.9 hours per week listening to radio.
Now, let’s take a look at five sample markets from the latest Numeris release.
Winnipeg: CBC Radio One retains the #1 spot for A12+ with a 14.2% share of hours tuned (down from 14.3%), followed by CJOB with 11.9% (down from 13.1%). Top spot for women 25-54 goes to QX104 Country with a 12.9 share of hrs. tuned (down from 14.9%), followed by Virgin Radio 103.1 at 9.8%. For Men 25-54 listeners, 92.1 CITI-FM is tops with a 12.0% (down from 14.0%). CITI-FM also heads the list for men 18-34 with a 15.0% (up from 14.9%) share followed by Hot 100.5 and Virgin, both with 12.8%. For women 18-34, the favourite is QX Country with 14.1% (down from 23.3 %), followed Virgin at 11.4% and Energy 106 with 11.1%.
Halifax: CBC Radio One takes #1 with adults, posting an impressive 21.1% share of hours tuned (down from 23.3 %). CBC Radio One also takes top spot for women 25-54, delivering a 14.5% (down from 16.8%), followed by Virgin Radio at 12.1%. Q104 tops listening for men 25-54 with a 15.7% share (up from 14.0%). For men 18-34, Q104 has a commanding lead posting a 22.6%. When it comes to women 18-34, Virgin takes top spot with a large lead posting a 22.8% share (down from 35.5%), followed by JACK 92.9 with 16.6%.
Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in front delivering a 21.4% share for A12+ (up from 21.3 %). CBC Radio One grabs the #1 spot with women 25-54, delivering an 11.2% share, followed by Hot 89.9 with 10.8%. CBC Radio One also holds the #1 spot for men 25-54, posting an 11.5% share, followed by Hot 89.9 at 9.4%. Hot 89.9 additionally boasts a lead for men 18-4 with an 11.7% share of hours tuned. For women 18-34, Live 88.5 has a lead, posting 13.7% share, followed by Hot 89.9 at 12.2%.
Quebec City: CHOI 98.1 leads the way for adults with 18.3% share of hrs. tuned (up from 18.1%). WKND 91.9 is popular with women 25-54, taking #1 spot for women with a 19.8% share (up from 18.6%). For men 25-54, CHOI is on top with a 27.5% (down from 30.8%). CHOI also takes top spot for men 18-34, delivering 24.2% (down from 27.0 %). Rythme takes the lead for women 18-34, posting a 15.8% share followed by WKND with 13.6%.
Victoria: CBC Radio One is #1 for A12+ with a 26.6% share (up from 26.2%). CBC Radio One is tops with women 25-54, taking #1 spot with a 22.0% share, followed by Virgin Radio at 13.0%. For men 25-54, The Q is on top at 19.6% (up from 13.6%) share, followed by the Zone with 17.8 %. For men 18-34, The Q leads with 27.7%, followed by the Zone with 17.8%. For women 18-34, the leader is Virgin posting 31.2% share (down from 39.8 %), followed by The Q at 23.8%.
