David Bray is President of Bray & Partners Communications.
Feel free to forward questions and inquiries:
Phone: (416) 431-5792
E-mail: [email protected]
Web sites: brayandpartners.com, davidbray.ca
Today marks a new beginning in the world of diary measurement in Canadian radio. Let’s take a look.
Continuous measurement? Well, not exactly. 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. The four weeks spanning the end of December and beginning of January are not measured.
It seems the term “continuous” is used in order to keep pace with their larger market (PPM) brethren.
Is this a good development? Yes. This seems like a good compromise with a variety of benefits. We are now able to cover a broader time frame in a way that should serve to limit unpredictable bounces.
All but the basic markets will now have two releases each year, Spring and Fall. That is a substantial benefit for the markets which previously had only a Fall book. If a station had a bad bounce in the Fall, they had to wait a year for a correction.
Each surveyed household will be limited to one week per year, assuring broader coverage, as compared to PPM methodology which surveys the same people week after week.
This book blends results from the last available survey with the six weeks of “continuous measurement” data in Fall 2019. While less than desirable, this is a one-time anomaly which was necessary in the transition to the new methodology. As such, we can’t really trend this book with the last release. We’ll save that for the Spring book.
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 14.9% share for A12+. Hot 89.9 grabs the #1 spot with women 25-54 delivering a 12.7% share. CBC Radio One holds the #1 spot for males 25-54, posting an 11.4% share followed by 106.1 CHEZ at 9.0%. CHEZ leads the way for M18-34 with an 13.5%. For F18-34, Hot 89.9 leads, posting an impressive 22.2% share.
Winnipeg: CBC Radio One grabs the #1 spot for A12+ with a 14.3 % share of hours tuned. Taking the top spot for F25-54 was 103.1 Virgin Radio, posting a 12.4% share. 92 CITI grabs the lead for M25-54 listeners, delivering a 13.5 % share and is also out front with M18-34 at 16.2%. For F18-34, the favourite is QX104 at 16.2%.
Halifax: CBC Radio One takes #1 with A12+, posting a 19.2% share of hours tuned. C100 takes top spot for F25-54, delivering an 16.6% share. Q104 tops the list for M25-54 with a 23.6 % share. For M18-34, Virgin Radio leads the way with 24.1%, followed by Q104 with 21.5%. Virgin also posted a 23.7% share with F18-34.
Hamilton: 102.9 K-Lite leads the way for A12+ with an 8.8%. K-Lite was also #1 with F25-54 delivering a 13.5% share. For M25-54, Y108 rules with an 8.2%. Y108 also takes top spot for M18-34 delivering a 16.8%. KX 94.7 steps up and out front for F18-34 posting a 15.9 % share.
Victoria: CBC Radio One is #1 for A12+ with a 20.0% share and ranks at the top with women, taking #1 spot for F25-54, delivering a 16.1 % share, followed by Ocean 98.5 with 15.1%. For M25-54 The Q! is on top at 19.2%, followed by The Zone @ 91.3 with 16.5%. For M18-34 The Zone leads with 20.9% followed by The Q! at 19.5%. 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 Fall Diary Numeris release courtesy of David Bray…
Ottawa-Gatineau
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
| Station | A12+
Diary Fall 2019 |
W25-54
Diary Fall 2019 |
M25-54
Diary Fall 2019 |
|||
| CBC Radio One | 14.9 | 9.2 | 11.4 | |||
| Radio Canada Premiere | 5.2 | 4.0 | 4.0 | |||
| CBC Radio Two | 3.7 | 2.8 | 2.3 | |||
| Ici Musique | 2.0 | 1.3 | 2.1 | |||
| TSN 1200 | 2.2 | .5 | 4.0 | |||
| 580 CFRA | 6.7 | 2.1 | 4.6 | |||
| Pop 96.5 | .7 | .9 | .7 | |||
| 106.1 CHEZ | 6.1 | 3.6 | 9.0 | |||
| WOW 97.1 | 3.0 | 3.1 | 2.0 | |||
| Rebel 101.7 | 1.8 | 1.0 | 5.8 | |||
| Hot 89.9 | 6.7 | 12.7 | 7.3 | |||
| Live 88.5 | 3.2 | 5.8 | 5.9 | |||
| 94.9 Rouge | 5.6 | 8.7 | 3.4 | |||
| KISS 105.3 | 2.4 | 4.6 | 2.4 | |||
| 1310 News | .9 | .7 | .8 | |||
| Majic 100 | 5.2 | 8.1 | 3.2 | |||
| Boom 99.7 | 3.4 | 3.7 | 3.4 | |||
| Jewel 98.5 | 3.2 | 1.4 | .7 | |||
| Country 101.1 | 2.8 | 1.3 | 3.0 | |||
| Pure Country 94 | 3.3 | 5.6 | 3.3 | |||
| 104.7 FM | 2.4 | 1.6 | 3.2 | |||
| Jump 106.9 | 2.4 | 4.6 | 2.6 | |||
| Energie 104.1 | 3.2 | 4.4 | 6.2 |
Winnipeg
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
| Station | A12+
Diary Fall 2019 |
W25-54
Diary Fall 2019 |
M25-54
Diary Fall 2019 |
|||
| CBC Radio One | 14.3 | 9.8 | 8.6 | |||
| CBC Radio Two | 4.0 | 3.8 | 4.0 | |||
| Hot 100.5 | 2.2 | 3.3 | 4.0 | |||
| Peggy @99.1 | 3.4 | 7.2 | 1.8 | |||
| Country QX104 | 8.0 | 9.4 | 6.1 | |||
| TSN 1290 | 4.2 | .9 | 7.1 | |||
| 99.9 Bob-FM | 6.9 | 6.2 | 8.7 | |||
| 94.3 The Drive | 6.1 | 4.9 | 7.1 | |||
| Energy 106 FM | 3.1 | 5.5 | 3.0 | |||
| 92 CITI | 5.9 | 3.4 | 13.5 | |||
| Power 97 | 4.6 | 6.3 | 8.3 | |||
| 680 CJOB | 10.6 | 4.8 | 6.4 | |||
| 103.1 Virgin | 5.9 | 12.4 | 6.5 | |||
| Kiss 102.3 | 4.0 | 6.4 | 2.1 |
Halifax
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
| Station | A12+
Diary Fall 2019 |
W25-54
Diary Fall 2019 |
M25-54
Diary Fall 2019 |
|||
| CBC Radio Two | 4.1 | 3.8 | 3.5 | |||
| CBC Radio One | 19.2 | 14.7 | 10.1 | |||
| Jack 92.9 | 6.9 | 9.5 | 10.8 | |||
| Q104 | 11.5 | 6.9 | 23.6 | |||
| FX 101.9 | 6.6 | 6.8 | 4.3 | |||
| 89.9 The Wave | 5.7 | 4.2 | 6.5 | |||
| C100 | 7.7 | 16.6 | 4.6 | |||
| Virgin Radio | 8.0 | 13.6 | 13.5 | |||
| News 95.7 | 5.9 | 3.5 | 7.6 | |||
| Jewel 105 | .8 | .4 | .9 | |||
| Hot Country 103.5 | 2.7 | 4.5 | 1.3 | |||
| 96.5 The Breeze | 6.2 | 8.1 | 3.8 |
Hamilton
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
| Station | A12+
Diary Fall 2019 |
W25-54
Diary Fall 2019 |
M25-54
Diary Fall 2019 |
|||
| Funny 820 | .4 | .3 | .6 | |||
| KX 94.7 | 7.6 | 9.0 | 5.4 | |||
| CHML | 5.3 | 1.7 | 2.7 | |||
| 97.7 HTZ | 2.3 | 1.7 | 5.5 | |||
| 95.3 Energy Radio | 3.0 | 5.4 | 4.7 | |||
| Y108 | 4.6 | 2.4 | 8.2 | |||
| 102.9 K-Lite | 8.8 | 13.5 | 3.3 | |||
| TSN 1150 | .3 | 0 | .5 | |||
| 92.9 The Grand | 1.9 | .9 | .4 |
Victoria
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
| Station | A12+
Diary Fall 2019 |
W25-54
Diary Fall 2019 |
M25-54
Diary Fall 2019 |
|||
| CBC Radio One | 20.0 | 16.1 | 13.1 | |||
| CFAX 1070 | 11.7 | 5.8 | 5.4 | |||
| Virgin Radio | 5.5 | 10.6 | 7.8 | |||
| Jack | 2.2 | 1.3 | 4.1 | |||
| Ocean 98.5 | 7.9 | 15.1 | 4.8 | |||
| The Zone at 91.3 | 7.3 | 13.8 | 16.5 | |||
| The Q | 15.0 | 13.0 | 19.2 |
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