Numeris has released additional insights from the fall 2022 PPM ratings, revealing that out-of-home radio tuning got a boost with the return of more Canadians to the office.
Reflecting listening data for Toronto, Montreal, Vancouver, Calgary and Edmonton between Aug. 29 and Nov. 27, the share of out-of-home tuning, A25-54, was up two percentage points to 66%, year-over-year, with drive and daytime up four and five per cent, respectively.
Vancouver has the highest proportion of out-of-home listening across drive, evenings, and weekends with the drive daypart accounting for the highest weekly reach across all markets.
Overall, Numeris says AM/FM radio reached 86% of Canadians, A12+, flat with fall 2021. Reach was highest in Franco Montreal (91.4%), Calgary (88.3%), and Edmonton (86.5%).
Time spent listening was stable across all five PPM markets with average time spent listening highest for Montreal Franco at 9.5 hours, followed by Montreal Anglo at 8.3 hours. Listening time was lowest in Vancouver at six hours.
Radio livestreaming, A12+, was down one per cent year-over-year to nine per cent, consistent with fall 2020. That number was at 12%, A18-34, and 11%, A25-54. Vancouver maintained its lead with the highest proportion of livestreamers at 12%, up two points from last fall. AM/FM livestreaming among Montreal Anglos was also up three per cent.
Numeris says the median age of radio listeners was 53, with women accounting for 48.4% of those tuning.
Find David Bray’s fall 2022 PPM ratings breakdown here.
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