Continuous Measurement? (it’s always something)

David Bray is President of Bray & Partners Communications.

Feel free to forward questions and inquiries:

Phone:  (416) 431-5792 

E-mail: davidbray@brayandpartners.com 

Web sites: brayandpartners.com

davidbray.ca

These are crazy times in the era of “Work from Home” COVID-19. I come to you today direct from my bedroom. With this latest release, today marks the second instalment in the new world of diary measurement. Continuous measurement? Well, sort of.

In theory, all but the smallest markets (basic) will now be measured for a period covering 48 weeks of the year. During those 48 weeks, markets will be surveyed every other week. Four weeks at the end of December and the beginning of January are not measured. I suppose the term “continuous” is used in order to keep pace with their larger market (PPM) brethren.

Each surveyed household will be limited to one week per year, assuring broader coverage. This, as compared to PPM methodology, which surveys the same people week after week.

For this book the majority of the diaries were processed prior to the start of the pandemic. As such, no data from the COVID-19 period is included in the Spring 2020 Radio Diary release.  However, as a result of not being able to enumerate and measure in the last few weeks of March and April, this release will include 12 weeks of sample from last Fall 2019 (six measurement weeks) and eight weeks of new sample for a total of 20 weeks of sample. The remaining four weeks will consist of diaries from the previous Radio Diary release (either Spring 2019 or Fall 2018) as needed. The Spring 2020 Release will consist of mostly new sample as designed for Continuous Measurement. Some markets may not need to borrow from the previous release. Numeris won’t be listing which markets will do the borrowing. To quote SNL’s Gilda Radner (if you remember her) …it’s always something.

Any sample borrowed from the previous release are chosen at random (not by week) and cannot be broken out or looked at in isolation as all weeks are processed together.
All 80 Central Markets have been reported.

For now, let’s take a look at five market results from this book:

Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One which is waaay out in front delivering a 15.8% share for A12+ (up from 14.9%). Hot 89.9 grabs the #1 spot with women 25-54 delivering a 12.9% share (up from 12.7%). CBC Radio One holds the #1 spot for males 25-54, posting a 10.7% share (down from 11.4%). Hot 89.9 leads the way for M18-34 with a 10.2%. For F18-34, Hot 89.9 leads, posting an impressive 21.9% share.

Winnipeg: CBC Radio One grabs the #1 spot for A12+ with a 13.9% share of hours tuned (down from 14.3%). A dead heat with the top spot for F25-54 was 103.1 Virgin Radio, posting an 11.4% share (down from 12.4%) tied with KISS 102.3 at 11.4% (up from 6.4%). 92 CITI holds the lead for M25-54 listeners, delivering an 11.9 % share (down from 13.5%). 92 CITI heads the list for M18-34 with a 13.8% (down from 16.2%). For F18-34, the favourite is QX104 at 20.3%. (up from 16.2%)

Halifax: CBC Radio One takes #1 with A12+, posting an 18.5% share of hours tuned (down from 19.2%). C100 takes top spot for F25-54, delivering an 18.2% share (down from 16.6%). Q104 tops the list for M25-54 with a 26.5% share (up from 23.6%). For M18-34, Q104 leads the way with 25.2% (up from 21.5%). When it comes to Females 18-34, C100FM takes top spot posting a 21.2% share.

Hamilton: For originating stations, 102.9 K-Lite leads the way for A12+ with an 8.8% (flat with last book). K-Lite is popular with women, taking #1 spot for F25-54 delivering a 12.1% share (down from 13.5%). For M25-54, Y108 rules with a 10.0% (up from 8.2%). Y108 also takes top spot for M18-34 delivering a 16.4% (down from 16.8%). KX 94.7 steps up and out front for F18-34 posting a 19.7 % share (up from 15.9%).

Victoria: CBC Radio One is #1 for A12+ with a 20.4% share (up from 20.0%). The Q is tops with women, taking #1 spot for F25-54 delivering a 17.1 % share (up from 13.0%). For M25-54, The Q also leads with 19.8% share followed by The Zone with 19.1%. For M18-34, The Zone leads with 34.0% (WOW). Ocean 98.5 is #1 with F18-34 posting a 23.1%.

See summary charts below: A brief overview of share figures from the latest Numeris Spring Diary release courtesy of David Bray…

Ottawa-Gatineau

% Share of Hours Tuned

(Mon.-Sun, 5a-1a)

Winnipeg

% Share of Hours Tuned

(Mon.-Sun, 5a-1a)

Halifax

% Share of Hours Tuned

(Mon.-Sun, 5a-1a)

Hamilton

% Share of Hours Tuned

(Mon.-Sun, 5a-1a)

Victoria

% Share of Hours Tuned

(Mon.-Sun, 5a-1a)