David Bray is President of Bray & Partners Communications.
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As I previously reported, 56 diary markets were discontinued by Numeris leaving us with our current 22, reporting central area only. radioCount, using a different methodology has recently released their Fall book surveying 22 different markets. Numeris has transitioned to the exclusive use of online diaries. radioCount uses individual recruitment while Numeris uses household recruitment. All that being said, let’s take a look at five sample markets from the latest Numeris release. This covers the period of Fall 2021 to Fall 2022.
Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One which is waaay out in front (again) delivering an 18.8% share, A12+ (up from 18.3%). CBC Radio One grabs the #1 spot with women 25-54 delivering a 10.8% share (down from 10.9%) followed by The New Hot 89.9 with 8.0%. CHEZ 106 holds the #1 spot with men 25-54, posting an 11.7% share. The station also boasts a formidable lead for M18-34 with a 21.3% share. For F18-34, Hot 89.9 leads, posting a 15.1% share followed by Jump 106.9 at 14.8%.
Winnipeg: CBC Radio One grabs the #1 spot for A12+ with a 15.5% share of hours tuned, followed by 680 CJOB at 13.2%. Top spot for F25-54 goes to QX104 with a 13.4% share. For M25-54 listeners, 92.1 CITI-FM is tops with an 11.2 %. Energy 106 heads the list for M18-34 with a 13.2%, followed by QX Country at 11.4 %. For F18-34, the favourite is QX Country at 13.7% followed by Energy 106 with 13.4%
Halifax: CBC Radio One takes #1 with A12+, posting an impressive 18.5% share of hours tuned (down from 20.0% with the last book). Virgin Radio takes top spot for F25-54, delivering a 10.9% share followed by Move 100 at 10.8%. Q104 tops the list for M25-54 with a big lead and 22.3% share. For M18-34, Q104 takes the lead with 24.4 %. When it comes to women 18-34, Virgin Radio takes top spot posting a 19.9 % share.
Hamilton: For originating stations…Bounce 102.9 leads the way for A12+ with a 6.5%, followed by KX94.7 New Country with 6.2%. Bounce is popular with women, taking #1 spot for F25-54 delivering a 10.3 % share. For M25-54, KX 94.7 is on top with a 7.9% followed by Bounce at 7.8% and Y108 at 7.4%. KX94.7 takes top spot for M18-34 delivering a 12.5%, followed by HTZ-FM with 12.3%. Bounce has a strong lead with F18-34, posting a 10.4% share.
Victoria: CBC Radio One is #1 for A12+ with a 21.5% share (down from 24.6%). 100.3 The Q is tops with women, taking #1 spot for F25-54, delivering a 12.7 % share. For M25-54, The Q is on top at 19.9% share, followed sister station The Zone @ 91-3 with 16.1%. For M18-34, Virgin Radio leads with 22.2.8%, followed by The Q with 20.8%. In a tight race for F18-34, the leader is Virgin posting a 13.8% followed by The Zone at 13.5% and The Q with 12.3%.