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
We have come to a crossroads in terms of radio measurement. Significant methodology changes are 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. That would leave us with three different approaches, one each for Numeris diary markets, the smaller radioCount markets and the larger PPM markets. Not to mention all of the formerly diary markets that were 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. In an upcoming article I will explore the pros and cons of each. It is virtually impossible to think that one set of numbers will be directly comparable to the other methodologies. One has the sense that the whole thing might implode. With all of the challenges that the radio medium has already been facing, this is not good news. There has to date been widespread dissatisfaction with issues such as sample size. Lastly, it will also make it almost impossible to easily compare the past with the future. Speak out now or forever lose the opportunity.
With this book, radio retains an average weekly reach of 81% for Canadians A12+. In home represents 50% of tuning. Out of home represents 50% of tuning. Let’s forge on.
The latest PPM release from Numeris completes the 13-week period covering Feb. 24-May 25, 2025. Let’s look at the five PPM markets.
Toronto: Bragging rights at the top of the ratings heap go to boom 97.3, delivering a 12.5% share for A12+. boom comes out on top with Women 25-54, with a 13.9% share, closely followed by CHFI with 13.3%. For Men 25-54, boom leads with 13.2%, followed by 680 News with 12.5%. 680 News is also out in front for M18-34 with a 14.6%, followed closely by 102.1 The Edge with 14.5%. CHFI is #1 for F18-34, topping the list at 15.8 % followed by KiSS 92.5 with 14.5%.
Vancouver: CBC Radio One grabs the #1 spot for A12+ with a 14.1% share of hours tuned (up from 13.0%). Taking the top spot for F25-54, is Move 103.5 with an 18.1% share (down from 21.5%). Rock 101 holds the lead for M25-54 listeners, delivering an 11.7% share, followed by CFOX at 10.9%. Move 103.5 is out in front for M18-34 with a 15.0% share of hours tuned. When it comes to Women 18-34, Move also takes a huge lead with 36.0% (up from 33.8%.)
Edmonton: CISN takes #1 with A12+, posting an 11.5 % share of hours tuned. UP 99.3 holds top spot for F25-54, delivering an 18.6% share (down from 15.6 %). KiSS 91.7 tops the list for M25-54 with an 11.2% share (down from 14.8%). For M18-34, KiSS 91.7 is out in front at 21.4% (down from 26.1%). CISN led with F18-34, delivering 26.2%.
Calgary: CBC Radio One leads the way for A12+ with a 16.4% share. Star 95.9 is popular with women, taking #1 spot for F25-54, delivering a 12.2% share. For M25-54, 90.3 Amp Radio rules with a 12.9%. Amp Radio is also in the top spot for M18-34, delivering a 19.9%. Virgin Radio tops F18-34, posting a 13.4%, followed by CJAY at 13.3%.
Montreal: Radio Canada Premiere is #1 for A12+ (Franco) with a 20.8% share. For A12+ (Anglo), CJAD 800 is #1 with a 33.8 % (up from 32.1%). Cite-FM is tops with women, taking #1 spot for F25-54 (Franco), delivering a 16.1% share, tied with 98.5 FM also at 16.1%. For F25-54 (Anglo), The Beat 92.5 is out in front with a 21.4% share (up from 20.3%). For M25-54 (Franco), CHMP 98.5 FM is on top at a 23.9% (down from 24.9%). For M25-54 (Anglo), CHOM-FM is #1 at 18.3 % (up from 17.8 %).
