David Bray is President of Bray & Partners Communications.
Feel free to forward questions and inquiries:
Phone: (416) 431-5792
E-mail: davidbray@brayandpartners.com
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As summer takes its own sweet time to peek in on us, that must mean it is time to take a look at the Spring radio ratings. Today, we look at Diary markets while PPM markets arrive next Wednesday. 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.
Last fall’s postal strike resulted in delays in delivering and returning survey materials. Today’s Numeris release covers the period of April 29, 2024 to April 27, 2025. Most markets borrowed sample from previous releases.
Significant methodology changes may be on the horizon. Numeris is looking at replacing diaries with a different approach. They are currently exploring and analyzing two alternatives using a Proof of Concept process. This could undoubtedly result in very significant changes in the way radio is bought and sold. It also will make it almost impossible to easily compare the past with the future. It is time for members of the industry to make their voices heard.
It is worth mentioning that AM/FM radio reached 81% of Canadians 25-54 in diary markets. This spring, 38% of Adult 25-54 listening occurred in their vehicles, while 33% of listening was done in the home.
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 14.8 % share of hours tuned (up from 14.6%), followed by CJOB with 13.4%. Top spot for women 25-54 goes to QX104 with an 11.0 share of hrs. tuned (down from 13.3%), followed by 103.1 Virgin Radio at 9.1%. For Men 25-54, 92.1 CITI-FM is tops with a 16.1% (down from 17.3%). 92.1 CITI-FM also heads listening with Men 18-34 with a 13.4%. For Women 18-34, the favourite is QX104 with 15.0 % (up from 13.3%), followed by Virgin Radio with 14.3%.
Halifax: CBC Radio One takes #1 with adults, posting an impressive 21.0% share of hours tuned (up from 19.9%). Virgin Radio takes top spot for women 25-54, delivering a 17.7 % (up from 16.4%), followed by Move 100 at 16.0%. Q104 tops the list for men 25-54 with a 19.1% (up from 18.9%). For Men 18-34, Q104 is well out in front with 31.4%. When it comes to Women 18-34, Virgin takes top spot with a large lead, posting an impressive 39.0% share.
Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in front delivering a 21.7% share for adults (up from 20.0%). CBC Radio One grabs the #1 spot with Women 25-54, delivering a 12.9% share, followed by Hot 89.9 with 10.7%. CBC Radio One holds the #1 spot for Men 25-54, posting a 15.5 % share, followed by CHEZ 106 at 9.1%. CBC Radio One also boasts a lead for Men 18-34, with a 14.3% share of hours tuned, followed by boom 99.7 with 8.4%. For Women 18-34, CBC Radio One has a lead, posting an 11.8 % share, followed closely by boom with 11.2%.
Quebec City: CHOI 98.1 leads the way for adults with a 17.4% share of hours tuned. WKND 91.9 is popular with women, taking the #1 spot 25-54, delivering a 24.9% share. For Men 25-54, CHOI is on top with 32.5%. CHOI also takes top spot for Men 18-34, delivering a 32.1%. WKND 91.9 takes the lead for Women 18-34, posting a 23.9% share.
Victoria: CBC Radio One is #1 for A12+ with a 24.8 % share (up from 21.3%). CBC Radio One takes the #1 spot for Women 25-54, delivering a 18.8% share, followed by The Zone at 12.0 and The Q at 11.7%. For Men 25-54, The Zone is on top with a 19.6% share, followed by The Q with 17.6%. For Men 18-34, The Zone leads with 25.5%, followed by The Q with 24.4%. For Women 18-34, The Q is also out front, posting a 34.3% share, followed by Virgin Radio with 22.7 %.
