David Bray is President of Bray & Partners Communications.
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Phone: (416) 431-5792
E-mail: davidbray@brayandpartners.com
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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 October/Fall book surveying 22 different markets. All 22 Numeris markets were measured under continuous measurement, using the Online Radio Diary. radioCount uses individual recruitment while Numeris uses household recruitment. The latest Numeris release covers the period of Nov. 7, 2022 to Nov. 5, 2023. It is worth mentioning that, in these markets, radio reached 82% of adults 12+ and 84% of adults 25-54. This fall, 38% of A25-54’s listening occurred in their vehicles, up 4% from Fall 2022. In home tuning, now at 33%, has decreased four percentage points from the previous fall. Canadians 12+ in the top markets spent an average of 13.4 hours per week listening to radio. Quebecers 12+ spend 15.8 hours per week listening to radio.
All that being said, let’s take a look at five sample markets from the latest Numeris release.
Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in front delivering an 18.7% share for A12+ (up from 17.8%). CBC Radio One grabs the #1 spot with women, 25-54, delivering a 12.4% share, followed closely by Hot 89.9 with 11.2%. CBC Radio One holds the #1 spot for males 25-54, posting a 12.6% share, followed by TSN 1200 at 7.7% and CHEZ 106 at 7.0%. CBC Radio One boasts lead for M18-34 with a 9.2% share of hours tuned, followed by CHEZ 106 with 9.1%. For F18-34, Hot 89.9 has a substantial lead, posting a 19.2% share.
Winnipeg: CBC Radio One grabs the #1 spot for A12+ with a 13.8% share of hours tuned. Top spot for F25-54 goes to Bounce 99.9 at 11.2%, followed by QX104 with a 10.8% share. For M25-54 listeners, 92.1 CITI-FM is tops with 10.6% (down from 11.8%). 103.1 Virgin Radio heads the list for M18-34 with a 14.4%. For F18-34, the favourite is Virgin with 16.1%
Halifax: CBC Radio One takes #1 with A12+, posting an impressive 19.6% share of hours tuned (down from 20.6%). Virgin Radio takes top spot for F25-54, delivering a 13.1% share followed by Move 100 at 12.3%. Q104 tops the list for M25-54 with a 13.7% share, followed by FX 101.9 with 13.3%. For M18-34, FX 101.9 takes the lead with 18.9%. When it comes to women, 18-34, Virgin takes top spot posting a 16.6% share (down from 23.6%).
Hamilton: For originating stations…KX94.7 leads the way for A12+ with a 7.5%, followed by Bounce 102.9 with 6.6%. KX94.7 is popular with women, taking #1 spot for F25-54, delivering an 11.7 % share. For M25-54, KX94.7 is also on top with 9.0%, followed by Bounce at 5.3%. KX94.7 takes top spot for M18-34 delivering a 10.5%. KX94.7 also takes the lead for F18-34, posting a 17.1% share.
Victoria: CBC Radio One is #1 for A12+ with a 21.8% share (up from 19.6%). CBC Radio One is tops with women, taking #1 spot for F25-54, delivering a 14.1 % share, followed by the Zone and Virgin Radio, both at 13.6%. For M25-54 The Q is on top with an 18.5% share, followed sister station the Zone with 13.7%. For M18-34, The Zone leads with 17.9%, followed by the Q with 15.6%. For F18-34, the leader is The Q, posting a 20.5%, followed by Virgin at 15.2%.
