David Bray is President of Bray & Partners Communications.
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Web sites: brayandpartners.com, davidbray.ca
When it comes to radio measurement, we are living in a turbulent time of reassessment.
As mentioned previously, 56 diary markets were dropped by Numeris. Twenty-two of those markets were picked up by radioCount. In the PPM markets, there is some discussion concerning sample sizes.
In all markets, there is ongoing discussion about recruitment methodologies. It is also worth mentioning that Rawlco has moved to withdraw some stations from Numeris. We don’t quite know where that is going to end up. Still, while the old days may be gone, the radio industry continues to perform relatively well in terms of revenues. Let’s forge on.
The new PPM release from Numeris completes the 13-week period covering Nov. 28, 2022 to Feb. 26, 2023. It is worth noting that while COVID-19 is now having a lesser effect on radio revenues, it is also true that instead of driving to and from work, many are still working from home. This, in turn, alters the nature of drive times.
Let’s look at the five PPM markets.
Toronto: Bragging rights at the top of the ratings heap go to CBC Radio One, delivering a 12.9 % share for A12+ (down from 14.3%), followed by boom 97.3 and CHFI, both with 11.7%. It would appear that Santa has bestowed a bit of a gift to CHFI-FM. Bolstered by an all-Christmas playlist in December, CHFI-FM comes out on top with Women 25-54 with a 15.5% share (up from 11.3%). Once again, boom is out in front for males, 25-54, posting an 10.2% share followed by 102.1 the Edge and CHFI-FM, both with a 9.6%. The Edge steps out in front for M18-34 with a 12.4% share followed by boom with 11.5% and Q107 with 11.3%. It is interesting to note that the Edge has been making significant gains of late. CHFI-FM tops the list for F18-34 at 19.3% share, followed by boom with 18.6%.
Vancouver: CKNW grabs the #1 spot for A12+ with a 10.6% share of hours tuned (down from 12.0%). Taking the top spot for F25-54 is 94.5 Virgin Radio with 17.6% share (up from 14.3%). MOVE 103.5 aired all-Christmas music in December, but didn’t jump out in front as they normally do, still posting a very respectable 12.9%. Here’s another odd one. Virgin holds the lead for M25-54 listeners, delivering an 11.5% share followed by Rock 101 at 9.8%. MOVE 103.5 is way out in front for M18-34 with an 18.4% share of hours tuned (up from 11.1%). It is unusual for male-oriented stations to fall well behind MOVE. When it comes to Females 18-34, MOVE 103.5 is #1 with a 14.8 %, pointing to its all-Christmas December performing even better with younger listeners.
Edmonton: CISN Country takes #1, A12+, posting a 9.8% % share of hours tuned, followed by UP! 99.3 at 9.7%. 102.3 NOW! Radio holds top spot for F25-54, delivering a 14.9% share (up from 14.4%). NOW! also tops the list for M25-54 with a 10.5 % share followed by K97 at 10.0% and Sonic 102.9 with 9.7%. For M18-34, UP! 99.3 is way out in front at 19.8%. CISN Country led with F18-34 delivering a 21.7%, followed by NOW! at 16.6%.
Calgary: CBC Radio One leads the way for A12+ with a 9.7%. Star 95.9 is popular with females, taking #1 spot for F25-54 delivering an 11.5 % share (up from 10.5%). For M25-54, X92.9 rules with a 14.7%. 101.5 Today Radio is in the top spot for M18-34 delivering a 20.9 % (up from 15.6%). Country 105 tops F18-34 posting a 19.0% (up from 14.7%)
Montreal: CHMP 98.5 FM is #1 for A12+ (Franco) with a 21.9 % share (down from 23.6%). For A12+ (Anglo), CJAD 800 is #1 with a 21.4% (down from 22.6%). CHMP-FM is also tops with women, taking #1 spot for F25-54 (Franco) delivering a 17.0 % share (down from 19.0%). For F25-54 (Anglo), The Beat 92.5 is well out in front with a 32.5 % share (up from 31.5%). For M25-54 (Franco), CHMP 98.5 FM is on top at a 25.3 % share (down from 26.3%). For M25-54 (Anglo), The Beat 92.5 is #1 at 21.4% (up from 20.4), followed by CHOM-FM at 17.6 (up from a 15.0% share).