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
Today we look at the Fall Radio Ratings in Diary markets. As I previously reported, 56 diary markets were discontinued leaving us with our current 22, reporting central area only. All 22 Numeris markets were measured under continuous measurement, using the Online Radio Diary.
Labour disruptions at Canada Post resulted in delays in delivering and returning survey materials which directly impacted sample. Today’s Numeris release covers the period from Sept. 15 to Dec. 9, 2025. Sample from previous releases were borrowed for all markets.
As I mentioned in my last column, significant methodology changes may be on the horizon. Numeris is looking at replacing diaries with a different approach. They are currently exploring alternative methods for measuring radio markets including hybrid approaches and a test initiative with StatsRadio. A pilot version of this solution is slated to run in parallel with the normal spring diary ratings.
That would leave us with three different approaches, one each for Numeris (previously diary) markets, the smaller radioCount markets and the larger PPM markets. Not to mention all of the former diary markets dropped by Numeris and left without measurement. All of this will undoubtedly result in very significant changes in the way radio is bought and sold.
It is worth mentioning that AM/FM radio reached 80% of Canadians 25-54 (and 79% of A12+) in diary markets. This fall, 38% of adult 25-54 listening occurred in their vehicles, while 32% was in the home, 28% at work, and two per cent elsewhere. Canadians 12+ in top markets spent an average of 12.9 hours per week listening to radio. In Quebec markets, 12+ reach is 82%, while A25-54 is 86%. Quebecers 12+ spend 15.1 hours per week listening to radio.
Now, let’s take a look at five sample markets from the latest Numeris release.
Winnipeg: CBC Radio One grabs the #1 spot for adults with a 14.3 % share of hours tuned (down from 14.8%), followed by CJOB with 13.1% (down from 13.4%). Top spot for women 25-54 goes to QX104 Country with a 14.9 share of hrs. tuned (up from 11.0 %), followed by KiSS 102.3 at 10.1%. For Men 25-54, 92.1 CITI-FM is tops with a 14.0 % (down from 16.1%). QX104 heads the list for men 18-34 with a 14.9% share, followed by CITI-FM at 14.5%. For women 18-34, the favourite is QX104 with 23.3% (up from 15.0 %), followed by Energy 106 with 12.9%.
Halifax: CBC Radio One takes #1 with adults, posting an impressive 23.3% share of hours tuned (up from 21.0 %). CBC Radio One also takes top spot for women 25-54, delivering a 16.8%, followed by Virgin Radio at 14.3%. CBC Radio One tops the list for men 25-54 with a 17.6% share, followed by Q104 with a 14.0% share. For men 18-34, CBC Radio One is out in front with 19.5%, followed by Q104 at 14.4% (down from 31.4%). When it comes to women 18-34, Virgin takes top spot with a large lead posting an impressive 35.5% share (down from 39.0%).
Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in front delivering a 21.3% share for adults (down from 21.7 %). CBC Radio One grabs the #1 spot with women 25-54, delivering a 15.0% share, followed by Hot 89.9 with 10.7%. CBC Radio One holds the #1 spot for men 25-54, posting a 14.9% share, followed by Hot 89.9 at 7.6%. CBC Radio One boasts a lead for men 18-34, with a 14.6% share of hours tuned, followed by Hot 89.9 with 11.4%. For women 18-34, Live 88.5 has a lead, posting a 16.6% share.
Quebec City: CHOI 98.1 leads the way for adults with a 18,1% share of hrs. tuned (up from 17.4%). WKND 91.9 is popular with women, taking #1 spot F25-54, delivering a 18.6% share. For men 25-54, CHOI is on top with a 30.8 % (down from 32.5%). CHOI also takes top spot for men 18-34, delivering 27.0% (down from 32.1%). WKND 91.9 takes the lead for women 18-34, posting a 16.4% share, tied with FM93 CJMF also at 16.4%.
Victoria: CBC Radio One is #1 for A12+ with a 26.2% share (up from 24.8%). CBC Radio One is also tops with women 25-54, delivering a 21.5% share, followed by The Zone at 13.8%. For men 25-54, The Zone is on top at 21.6% (up from 19.6%) share, followed by the Q with 13.6%. For men 18-34, The Zone leads with 26.8%, followed by the Q with 15.0%. For women 18-34, the leader is Virgin Radio, posting a 39.8%, followed by the Q at 24.2 %.
