David Bray is President of Bray & Partners Communications.
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When it comes to radio measurement, there is a whirlwind of competitive activity. As mentioned previously, 56 diary markets were dropped by Numeris. 22 of those markets were picked up by radioCount. The rest either seek measurement alternatives or rely on retail without numbers. In the PPM markets, there is some discussion concerning sample sizes. In all markets, there is ongoing discussion about recruitment methodologies. Still, radio remains popular with an average weekly reach of 86% for A12+. We should note that for Canadians, 10% of radio consumption come from AM/FM live radio streaming. Let’s forge on.
The new PPM release from Numeris completes the 13-week period covering February 27 to May 28, 2023. Instead of driving to and from work, many are still working from home. This, in turn can have an effect on the nature of drive times.
Let’s look at the five PPM markets.
Toronto: Bragging rights at the top of the ratings heap go to CBC Radio One, delivering a 12.6% share for A12+ (down from 12.9%) followed by boom 97.3 at 10.8%. CHUM-FM comes out on top for women 25-54 with a 11.2% share, followed by boom and CHFI-FM at 10.7%. Once again, boom is out in front with men 25-54, posting an 8.7% share followed by CityNews 680 at 8.6%. Q107 is well out in front for M18-34 with a 17.6%. CHFI-FM tops the list for F18-34 with a 22.0% share, followed by boom with 16.5%.
Vancouver: CKNW grabs the #1 spot for A12+ with a 12.5% share of hours tuned. Taking the top spot for F25-54 is 94.5 Virgin Radio with 19.2% (up from 17.6%). Here’s an odd one: Virgin holds the lead for M25-54 listeners, delivering an 12.0% share (up from 11.5%). Move 103.5 is out in front for M18-34 with an 16.1% share of hours tuned (down from 18.4%) followed by CFOX at 12.7%. When it comes to women 18-34, The Breeze and CFOX are tied for #1 with a 15.8 % share.
Edmonton: CISN Country takes #1 with A12+, posting a 9.6% share of hours tuned (down from 9.8%). 102.3 NOW! holds top spot for F25-54, delivering a 18.2% share (up from 14.9%). NOW Radio! also tops the list for M25-54 with a 11.9% share, followed by K97 at 10.4%. For M18-34, NOW is out in front at 13.7%. CISN Country led with F18-34, delivering a healthy 21.6%.
Calgary: CBC Radio One leads the way for A12+ with a 10.0% (up from 9.7%). C97.7 is popular with women, taking #1 spot for F25-54, delivering a 10.3 % share. For M25-54, X92.9 rules with a 12.9% (down from 14.7%). 101.5 Today Radio is in the top spot for M18-34, delivering a 16.9% (down from 20.9%). C97.7 tops F18-34, posting 14.7%.
Montreal: CHMP 98.5 FM is #1 for A12+ (Franco) with a 23.5% share (up from 21.9). For A12+ (Anglo), CJAD 800 is #1 with a 23.7% (up from 21.4%). CHMP-FM is also tops with women, taking #1 spot for F25-54 (Franco), delivering a 19.6% share (up from 17.0%). For F25-54 (Anglo), The Beat 92.5 is way out in front with a 38.8 % share (up from 32.5%). For M25-54 (Franco), CHMP 98.5 FM is on top at a 28.6% share (up from 25.3%). For M25-54 (Anglo), The Beat 92.5 is #1 at 21.2% (down from 21.4), followed by CHOM-FM at 17.2 (down from a 17.6% share).
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