Fall 2021 Diary Ratings for Ottawa, Hamilton, Halifax, Winnipeg & Victoria

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

 

The overall climate in the world of radio measurement continues to evolve. At the risk of trying your patience as well as your eyesight, let me attempt to explain. As you may recall, 56 diary markets were discontinued by Numeris leaving us with our current 22, reporting central area only. Rawlco had reportedly withdrawn from Numeris, but their stations continue to be included in this release. radioCount, using a different methodology and an eight-week window, recently released their Fall book surveying another 22 markets.

The Numeris Fall 2020 book was cancelled outright due to a number of factors. The Numeris Spring book used data collected from Aug. 31, 2020 to May 2, 2021 (continuous measurement). Once again using continuous measurement, the Numeris Fall 2021 book covers November 2020 to November 2021. Of course, COVID-19 impacted us all during the entire period. Numeris has transitioned to the exclusive use of online diaries. radioCount uses individual recruitment, while Numeris uses household recruitment. The latter may or may not impact sample size for certain demos.

I remain confused by this small tidal wave of change, but 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 (again) delivering a 16.3% share for A12+ (down from 16.8%). CBC Radio One grabs the #1 spot with women 25-54, delivering a 12.7% share (up from 11.1%). CBC Radio One also holds the #1 spot for men 25-54, posting a 9.6% share (up from 9.3%). The New Hot 89.9 leads the way for M18-34 with an 8.7%. For F18-34, Move 100 leads, posting a 13.5% share.

Winnipeg: CBC Radio One grabs the #1 spot for A12+ with a 15.7 % share of hours tuned (down from 16.7%). Top spot for F25-54 goes to QX104 with an 11.9% share (down from 12.8%). For M25-54 listeners, CBC Radio One is tops with an 11.1% (up from 9.7%).  QX104 heads the list for M18-34 with a 13.6%, followed by Power 97 at 12.9%. For F18-34, the favourite is QX104 at 12.1% (down from 15.2%).

Halifax: CBC Radio One takes #1 with A12+, posting an impressive 21.5% share of hours tuned (flat with the last book). Virgin Radio takes top spot for F25-54, delivering a 16.8% share (up from 13.6%). As usual, Q104 tops the list for M25-54 with a 15.6% share (down from 22.6%). For M18-34, Q104 also leads the way with 24.7% (down from 28.2%). When it comes to women 18-34, Virgin takes top spot posting an 18.0% share.

Hamilton: For originating stations, KX94.7 leads the way for A12+ with a 6.7% (down from 7.0%). Bounce 102.9 is popular with females, taking #1 spot for F25-54 delivering a 9.1% share (down from 10.9% last spring).  For M25-54, Y108 remains on top with a 10.1% (up from 8.0%). Y108 also takes top spot for M18-34 delivering a 13.0% (up from 10.1%). KX94.7 has a strong lead for F18-34 posting a 10.9 % share.

Victoria: CBC Radio One is #1 for A12+ with a 22.3% share (up from 21.7%). Ocean 98.5 is tops with women taking #1 spot for F25-54, delivering a 17.6 % share (down from 18.3%). For M25-54, The Q is on top at 17.2% share followed by The Zone with 14.0%. For M18-34, CBC Radio One leads with 26.0%. Virgin Radio is #1 with F18-34, posting a 24.1% (up from 17.5%).

See summary charts below: A brief overview of share figures from the Fall 2021 Diary Numeris release courtesy of David Bray…

Ottawa-Gatineau

% Share of Hours Tuned

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

Station

A12+

Diary

Fall

2021

A12+

Diary

Spring 2021

W25-54

Diary

Fall

2021

W25-54

Diary

Spring 2021

M25-54

Diary

Fall

2021

M25-54

Diary

Spring

2021

CBC Radio One

16.3

16.8

12.7

11.1

9.6

9.3

Radio Canada Premiere

7.9

7.1

4.4

4.1

5.5

5.6

CBC Radio Two

5.0

4.4

2.7

3.6

2.4

1.7

Ici Musique

2.7

2.1

2.2

1.7

2.0

1.1

TSN 1200

2.0

2.5

.7

1.1

4.2

4.8

580 CFRA

5.0

5.2

2.2

3.2

4.3

4.0

Vibe 96.5

.2

.4

.3

.6

.4

.5

106.1 CHEZ

4.1

4.6

3.3

4.1

5.6

6.8

WOW 97.1

2.4

2.3

2.5

2.2

1.5

1.5

Rebel 101.7

1.6

1.3

1.2

1.0

4.7

4.1

The New Hot 89.9

4.6

6.0

8.2

12.2

6.5

7.5

Live 88.5

3.5

2.8

5.7

4.8

6.6

5.4

94.9 Rouge

4.4

4.5

6.4

6.1

3.6

3.7

KiSS 105.3

1.9

2.6

4.6

5.0

1.7

3.0

CityNews 1310

2.0

2.3

1.2

1.0

1.3

1.6

Move 100

5.8

6.2

11.2

11.3

2.8

3.4

boom 99.7

4.7

4.2

5.0

4.1

4.7

4.9

LITE 98.5

3.5

2.8

1.8

1.2

1.3

1.6

CityNews (CKBY-FM)

.6

1.0

.4

1.3

.8

.9

Pure Country 94

3.2

3.2

3.4

4.2

4.2

4.1

104.7 FM

3.2

2.9

2.3

2.4

5.1

4.7

Jump 106.9

1.6

1.7

2.3

2.7

2.5

2.0

Energie 104.1

2.7

2.6

5.1

4.2

4.9

5.0

95.7 Elmnt-FM

.4

.3

.9

.4

.1

.2

 

Winnipeg

% Share of Hours Tuned

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

Station

A12+

Diary

Fall

2021

A12+

Diary

Spring 2021

W25-54

Diary

Fall

2021

W25-54

Diary

Spring 2021

M25-54

Diary

Fall

2021

M25-54

Diary

Spring

2021

CBC Radio One

15.7

16.7

11.1

8.9

11.1

9.7

CBC Radio Two

4.0

4.53.8

4.7

4.1

4.8

2.7

Hot 100.5

2.8

2.8.75

4.7

4.8

4.8

4.4

Peggy @ 99.1

4.5

3.9.8

5.5

5.4

3.2

2.2

QX104

8.7

9.1

11.9

12.8

8.5

8.2

Funny 1290

.8

1.9

.2

.5

1.8

4.2

99.9 Bob-FM

6.4

6.6

7.8

6.8

5.7

5.9

94.3 The Drive

4.1

3.8

3.5

4.0

4.3

4.2

Energy 106 FM

4.1

4.4

7.4

7.7

4.9

5.4

92 CITI

4.9

4.8

4.5

3.8

8.5

8.3

Power 97

4.1

4.2

3.4

2.7

7.8

9.7

680 CJOB

13.8

12.0

4.5

6.8

10.5

9.7

103.1 Virgin

5.4

4.9

11.4

10.3

6.3

4.2

KiSS 102.3

2.7

3.7

4.6

7.1

1.3

2.6

 

Halifax

% Share of Hours Tuned

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

Station

A12+

Diary

Fall

2021

A12+

Diary

Spring 2021

W25-54

Diary

Fall

2021

W25-54

Diary

Spring 2021

M25-54

Diary

Fall

2021

M25-54

Diary

Spring

2021

CBC Radio Two

6.3

5.3

5.7

5.5

6.6

6.5

CBC Radio One

21.5

21.5

12.3

15.5

10.7

12.3

JACK 92.9

5.9

5.4

8.8

7.3

11.1

9.5

Q104

9.7

11.2

10.5

11.5

15.6

22.6

FX 101.9

8.5

6.6

8.9

4.6

13.8

6.1

89.9 The Wave

6.2

6.1

3.1

5.2

4.8

6.1

Move 100

6.3

7.8

12.2

18.1

3.7

6.4

Virgin Radio

6.7

6.6

16.8

13.6

7.0

8.9

CityNews 95.7

5.5

6.6

2.6

3.1

7.7

7.9

Surge 105

1.3

1.4

1.3

1.0

1.2

.1

Hot Country 103.5

1.4

1.2

2.1

1.3

1.3

1.0

96.5 The Breeze

5.2

6.0

7.4

6.6

4.0

3.7

 

Hamilton

% Share of Hours Tuned

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

Station

A12+

Diary

Fall

2021

A12+

Diary

Spring 2021

W25-54

Diary

Fall

2021

W25-54

Diary

Spring 2021

M25-54

Diary

Fall

2021

M25-54

Diary

Spring

2021

Funny 820

.4

.5

.4

.4

.4

1.3

KX 94.7

6.7

7.0

7.4

9.3

7.0

6.0

CHML

4.5

4.6

1.7

2.4

2.5

2.9

97.7 HTZ

2.1

1.9

2.8

2.3

5.5

5.2

95.3 Energy Radio

1.8

1.7

4.6

4.0

1.5

1.6

Y108

3.9

3.5

4.2

3.8

10.1

8.0

Bounce 102.9

6.6

6.9

9.1

10.9

4.5

5.8

BNN Radio 1150

.1

.3

.1

0

.1

.9

92.9 The Grand

2.3

1.7

1.6

.9

1.3

1.2

 

Victoria

% Share of Hours Tuned

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

Station

A12+

Diary

Fall

2021

A12+

Diary

Spring 2021

W25-54

Diary

Fall

2021

W25-54

Diary

Spring 2021

M25-54

Diary

Fall

2021

M25-54

Diary

Spring

2021

CBC Radio One

22.3

21.7

11.6

12.0

13.9

10.1

CFAX 1070

9.4

9.8

3.0

3.6

6.7

6.3

Virgin Radio

5.1

5.6

13.8

12.7

4.8

9.0

Jack 103.1

3.3

3.8

4.3

5.7

5.3

6.2

Ocean 98.5

8.0

8.4

17.6

18.3

5.8

6.0

The Zone @ 91.3

4.4

5.3

5.1

5.1

14.0

17.7

The Q

12.8

14.1

11.1

12.0

17.2

19.4

David Bray
David Brayhttp://brayandpartners.com
Partner / Creative Director / Media Director Extensive experience with development of marketing strategies and the writing and production of broadcast, print and web creative. Expert in media analysis, planning, consumer research, buying & promotions (416) 431-5792

The Weekly Briefing - Subscribe Now – Free!

It’s your link to critical industry news, timely people moves, and excellent career advancement opportunities.

Events / Conferences