Analysis: Radio Survey Two, BBM 2008 <br />- Market leaders stronger than ever

Analysis: Radio Survey Two, BBM 2008
- Market leaders stronger than ever

July 15, 2008 by

Media analysts such as myself are distinguished by their distinctive squint, garnered from years of peering at tiny numbers. To save you the trouble (and a trip to the optometrist), I have summarized the results of the radio BBM released yesterday. You owe me one.

Toronto: Bragging rights at the top of the ratings heap go once again, but just barely, to CHFI-FM with a 10.3% share (up from 9.6), followed closely by CHUM-FM with 10.2% share (up from 8.4%) of hours tuned for Adults 12+. Impressive CHUM-FM, with Roger (minus Rick) and Marilyn at the helm, continues to lead the way for females 25-54 with a 17.7% share (up from 16.2%), followed by CHFI-FM, led by Erin Davis and Mike Cooper with a 14.3% share (up from 12.5%) and EZRock 97.3 with 9.1% share (down from 9.8%). Q107 continues to lead the way for males 25-54, posting a 12.6% share (up from 12.0%). Despite a decline, the Edge held its lead with M18-34, turning in a 12.9% share (down from 16.3%). CHUM-FM grabbed top spot for females 18-34, delivering a 20.8% share (up from 17.3%), followed by Z103.5 at 11.1% (down from 14.2%).

Vancouver: CKNW remained a stronger than ever #1 for A12+ with an 11.4% share of hours tuned (up from 10.9%). QM-FM retained its spot atop F25-54, delivering a 13.0% share (down from 13.7%), followed by CBC Radio One at 10.4% (up from 10.0%). JACK-FM takes the lead for the M25-54 category with an 11.7% (up from 10.9%), followed closely by ROCK101 at 9.6% (down from 10.5%). The FOX takes top honours for M18-34 with a 20.8% share (up from 20.1%), followed by The Beat at 14.8% (down from 16.8%). F18-34 goes easily to The Beat with 20.2% (up from 19.5%).

Winnipeg: CJOB kept its grip on its leadership position with a 15.6% share of hours tuned for A12+ (up from 15.3%). Nice gains for Power 97, delivering a 9.5% (up from 7.7) and BOB-FM at 8.8 (up from 7.6%). A dead heat for control of F25-54 with HOT 103 at 13.3% share of hours tuned (down from 14.2%) and 102.3 Clear-FM also at 13.3% (up from 11.6%). A great race for M25-54 – the #1 position goes to Power 97, posting a 16.7% (up from 13.8%) share of hours tuned, followed closely by 92 CITI-FM with a 16.5% (even with the last book). Power 97 continues to completely dominate M18-34 with a formidable 28.9% share of hours tuned (up from 28.5%).

Montreal: CBF FM 95,1 Montreal held its lead with a 10.6% (down from 11.0%) share of hours tuned A12+. In the F25-54 race, 105,7 Rythme FM tops the list at 15.5% share (up from 14.5%), followed by Rock Détente 107,3 at 14.5% (up from 13.1%). Energie 94.3 takes top spot for M25-54, posting a 13.1% (up from 11.6%). For Montreal Anglo, CHOM-FM holds down the #1 position for M25-54 with a 25.6% share of hours tuned (up from 19.8%), while F25-54 features MIX96 at 30.6% (down from 32.4%). For Montreal Franco, Energie 94,3 holds down the lead for M25-54 with a 16.7% share of hours tuned (up from 14.7%), while F25-54 has 105,7 Rythme FM delivering an 18.9% share (down from 18.6%).

Calgary: Country 105 climbs to the top of the heap for A12+ with a 9.4% share of hours tuned (down from 9.5%), followed closely by Vibe 985 at 9.3% (up from 9.0%). CJAY92 claims the #1 position for M25-54 with 12.5% share of hours tuned (down from 13.7%). F25-54 goes to Lite 96 with a 12.2% share of hours tuned (down from 14.4%). CJAY 92 leads the way for M18-34 with a 21.8 (up from 15.2%).

Edmonton: Our new leader, holding down top honours for A12+, is CISN with a 13.0% share (up from 9.7% last time out). For F25-54, CISN rises to a 20.5% (up from 17.2%). For M25-54, The Bear remains #1 with a 14.7% (down from 14.9%). M18-34 once again belongs to the Bear with a 28.2% share (up from 25.8%).

Ottawa-Gatineau: Majic 100 takes hold of the #1 position with a 10.3% share (up from 8.2%) for A12+, followed by Hot 89.9 at 9.8% (up from 7.6%). CHEZ106 continues to lead the way with M25-54, delivering a 10.8% share of hours tuned (down from 11.4%). For F25-54, Majic 100 tops the list with a 17.5% share (up from 12.6%).

See summary charts below: A brief overview of share figures from the Survey Two 2008 BBM courtesy of David Bray, SVP, Hennessy & Bray Communications (www.hennessyandbray.com).

Toronto
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S2 2008

Station	A12+ Survey 2 ’08	A12+ Survey 1 ’08	W25-54 Survey 2 ’08	W25-54 Survey 1 ’08	M25-54 Survey 2 ’08	M25-54 Survey 1 ’08
CBC Radio Two	3.0	1.9	1.7	1.3	1.7	1.2
CBC Radio One	7.4	7.5	5.9	5.8	5.6	5.0
AM 640 Toronto	1.6	1.8	.4	.7	2.9	2.9
Classical 96.3 FM	4.0	5.3	2.5	2.7	2.3	3.1
102.1 The Edge	3.5	4.0	2.3	3.1	5.7	6.8
News Talk 1010 CFRB	5.8	6.7	3.0	4.0	2.8	3.8
680 News	5.3	6.0	4.4	5.1	7.8	8.6
Flow 93.5	2.4	2.6	1.9	2.8	2.5	2.1
98.1 CHFI-FM	10.3	9.6	14.3	12.5	5.8	5.9
1050 CHUM	1.2	1.8	1.1	1.0	.5	2.5
104.5 CHUM-FM	10.2	8.4	17.7	16.2	8.6	6.3
AM 740 Prime Time Radio	4.0	4.4	.6	.9	.2	.6
Z103.5	3.9	4.7	3.3	5.6	3.3	4.4
Q107	6.4	6.3	5.5	5.9	12.6	12.0
Country 95.3	1.4	1.3	2.0	1.7	.8	1.7
92.5 Jack-FM	2.8	2.1	3.6	2.1	5.1	4.7
The FAN 590	2.4	2.4	.4	.6	5.2	5.5
97.3 EZ Rock	5.6	5.5	9.1	9.8	4.0	3.8
Jazz FM 91	2.0	1.5	1.7	1.1	2.7	1.1
88.5 The Jewel	1.0	1.3	.2	.3	.3	.2
Mix 99.9	4.0	3.9	7.0	6.2	3.8	4.1
Other	11.5	10.8	11.1	10.6	15.4	13.5

Vancouver
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S2 2008

Station	A12+ Survey 2 ’08	A12+ Survey 1 ’08	W25-54 Survey 2 ’08	W25-54 Survey 1 ’08	M25-54 Survey 2 ’08	M25-54 Survey 1 ’08
CBC Radio One	9.1	10.7	10.4	10.0	6.8	6.6
CBC Radio Two	6.5	7.3	4.9	5.2	3.5	4.2
The Beat 94.5	7.0	7.2	6.5	6.5	5.4	5.8
Rock 101	5.5	5.4	5.3	4.4	9.6	10.5
99.3 The Fox	4.9	4.2	3.2	3.3	9.7	7.8
CFUN 1410 AM	1.5	2.2	2.4	3.0	.6	1.3
AM 730 Traffic	.6	.8	.5	.4	.9	1.6
103.5 QM FM	8.3	7.3	13.0	13.7	6.5	5.1
Superhits 650 CISL	1.4	1.5	.5	.9	.7	.8
JR FM	7.1	4.8	7.9	5.9	4.7	3.5
Unforgettable 600 AM	2.2	3.0	.5	.6	.3	.9
104.9 Clear-FM	3.5	4.6	4.8	5.8	2.4	4.0
96.9 Jack FM	6.6	6.6	7.7	8.8	11.7	10.9
CKNW	11.4	10.9	4.2	4.1	7.7	8.3
The Team 1040	3.0	3.5	.3	.7	8.0	8.3
News 1130	4.1	5.2	3.6	5.0	4.2	5.8
95 Crave	4.7	4.2	9.5	7.8	3.5	4.2
Praise 106.5	1.5	NA	2.8	NA	1.3	NA
Others	11.1	10.6	12.0	13.8	12.4	10.6

Montreal
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S2 2008

Station	A12+ Survey 2 ’08	A12+ Survey 1 ’08	W25-54 Survey 2 ’08	W25-54 Survey 1 ’08	M25-54 Survey 2 ’08	M25-54 Survey 1 ’08
CBF FM 95,1 Montreal	10.6	11.0	7.9	8.8	8.0	8.2
Espace Musique 100.7 Montreal	2.6	2.5	2.7	2.5	1.3	2.1
CBC Radio Two	1.3	1.4	.5	.4	.2	.7
CBC Radio One	2.1	1.9	1.0	.9	1.1	1.3
105.7 Rythme FM	10.1	9.7	15.5	14.5	7.4	8.0
Q92	5.3	6.2	8.0	9.1	5.0	5.3
98.5 FM	9.4	9.9	6.5	6.0	9.6	10.3
CHOM 97.7 FM	6.1	5.5	5.4	4.3	12.5	11.7
INFO 690	.8	1.2	.4	.6	.8	1.3
940 Montreal	1.0	.9	.3	.7	.7	.8
Rock Détente 107,3 Montré	9.1	8.0	14.5	13.1	6.1	5.5
CJAD 800	4.6	4.6	2.2	2.6	2.7	2.7
Mix 96	7.1	6.9	10.3	11.2	7.8	7.4
Radio Classique 99,5	3.9	4.2	1.8	2.1	1.3	1.7
CKAC Sports	2.7	2.7	.7	.5	4.9	3.7
The Team 990	.7	.8	-0	.1	1.8	1.9
Couleur Jazz	1.6	1.3	1.3	1.3	1.0	1.6
Energie 94.3	7.9	7.4	8.6	9.6	13.1	11.6
96.9 CKOI	5.6	5.7	5.9	5.8	8.2	6.9
Others	7.3	8.2	6.2	6.0	6.6	7.3

Winnipeg
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S2 2008

Station	A12+ Survey 2 ’08	A12+ Survey 1 ’08	W25-54 Survey 2 ’08	W25-54 Survey 1 ’08	M25-54 Survey 2 ’08	M25-54 Survey 1 ’08
CBC Radio One	8.6	8.1	4.6	6.5	6.2	4.6
CBC Radio Two	2.8	2.3	1.5	1.1	.5	.8
Freq 107	2.1	1.5	.9	1.0	4.0	2.5
QX 104	8.7	9.6	11.6	13.2	4.3	6.7
1290 CFRW	2.2	2.6	1.0	1.5	1.0	2.1
99.9 BOB FM	8.8	7.6	12.5	12.3	11.4	10.8
Q94 FM	3.5	4.4	7.2	7.5	2.4	5.1
100.7 Hank-FM	.9	1.1	.9	.3	.3	1.3
92 CITI FM	7.5	7.6	6.3	5.8	16.5	16.5
99.1 Groove FM	1.6	1.8	2.2	2.2	1.1	1.9
Power 97	9.5	7.7	8.5	7.2	16.7	13.8
CJOB 68	15.6	15.3	6.9	5.8	10.6	9.5
Hot 103	9.7	11.2	13.3	14.2	7.9	9.8
102.3 Clear FM	7.3	7.5	13.3	11.6	5.7	5.0
Other	11.1	11.7	9.3	9.7	11.5	9.6

Calgary
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S2 2008

Station	A12+ Survey 2 ’08	A12+ Survey 1 ’08	W25-54 Survey 2 ’08	W25-54 Survey 1 ’08	M25-54 Survey 2 ’08	M25-54 Survey 1 ’08
CBC Radio One	8.1	9.8	6.2	6.1	5.5	5.8
CBC Radio Two	2.6	4.2	1.1	2.3	1.1	1.6
The Fan 960	3.1	2.9	.4	.6	7.3	5.9
X92.9	4.1	4.3	3.0	2.5	5.9	7.2
660 News	2.8	2.1	1.8	1.1	2.8	1.6
Q107	4.0	5.3	2.6	4.1	6.7	9.6
Fuel 90.3	2.1	1.4	2.3	1.6	4.1	2.4
Lite 96	8.1	8.6	12.2	14.4	4.3	6.1
QR 77	7.9	7.1	3.3	3.7	6.4	4.3
Vibe 985	9.3	9.0	11.5	11.4	6.4	4.4
97.7 Calgary FM	1.9	NA	2.9	NA	1.2
XL 103	3.6	1.6	3.5	2.5	4.2	.8
CJ 92	7.4	7.3	6.5	3.0	12.5	13.7
Energy 101.5	2.9	2.6	7.0	4.5	1.1	2.1
96.9 Jack FM	5.9	7.1	8.1	9.3	8.9	10.6
Classic Country AM1060	3.1	2.6	1.8	.6	1.6	.8
Country 105	9.4	9.5	11.8	14.7	5.2	6.3
Others	13.7	14.6	14.0	17.7	14.6	16.6

Edmonton
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S2 2008

Station	A12+ Survey 2 ’08	A12+ Survey 1 ’08	W25-54 Survey 2 ’08	W25-54 Survey 1 ’08	M25-54 Survey 2 ’08	M25-54 Survey 1 ’08
CBC Radio One	4.9	5.8	3.7	4.3	3.9	2.9
CBC Radio Two	2.0	3.2	1.6	1.3	.8	1.8
The Bear	9.7	8.7	6.1	7.3	14.7	14.9
790 CFCW	7.3	6.4	2.8	3.8	2.2	2.1
EZ Rock 104.9	8.1	8.5	11.2	14.4	3.8	5.7
Team 1260	1.5	1.8	.1	.3	4.5	4.5
The Bounce	8.2	7.0	10.6	5.9	5.2	5.5
Sonic 102.9	4.6	6.1	3.1	6.7	7.1	7.8
630 CHED	11.3	13.3	5.0	7.1	8.3	12.5
Magic 99	2.0	2.7	2.3	3.4	1.9	1.2
Cool 880 the BOSS	1.9	2.5	1.3	1.8	2.3	3.3
97.3 K-Rock	4.4	4.5	4.8	3.5	8.4	8.1
CISN Country 103.9 & 104	13.0	9.7	20.5	17.2	11.6	6.1
92.5 Joe-FM	6.7	8.1	12.6	12.0	7.6	11.5
Big Earl 96.3	4.9	2.2	7.2	2.1	7.4	1.7
CKUA	2.3	3.2	1.4	1.8	1.5	3.5
Others	7.2	6.3	5.6	7.0	8.9	6.9

Ottawa-Gatineau
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S2 2008

Station	A12+ Survey 2 ’08	A12+ Survey 1 ’08	W25-54 Survey 2 ’08	W25-54 Survey 1 ’08	M25-54 Survey 2 ’08	M25-54 Survey 1 ’08
CBC Radio One	6.3	9.9	3.3	9.0	3.6	7.9
CBOF-FM 90,7 Ottawa-Gatineau	3.2	2.8	2.7	2.5	2.7	2.4
CBC Radio Two	3.4	2.7	1.1	1.1	.9	.6
Espace Musique 102,5	1.0	1.3	.6	1.3	.4	.7
The TEAM 1200	2.4	4.0	.9	.8	6.2	8.9
580 CFRA	8.9	8.4	4.4	3.3	6.4	7.8
Tag Radio	1.3	.7	.9	.8	2.1	.9
CHEZ 106	6.0	5.5	6.9	3.6	10.8	11.4
Couleur FM97.1	1.8	2.4	1.6	2.8	1.1	1.4
Hot 89.9	9.8	7.6	12.7	9.9	7.8	4.7
Live 88.5	3.5	2.6	1.9	2.1	8.0	5.2
Rock Détente 94,9 Gatineau	7.5	9.2	14.0	14.9	6.0	7.0
KISS-FM	2.8	2.7	4.6	5.6	2.9	1.1
Oldies 1310	1.5	1.1	1.1	.3	.9	.5
Majic 100	10.3	8.2	17.5	12.6	7.9	4.6
Le FM parle de L’Outaoua	2.7	3.1	1.9	1.6	2.7	2.3
The Jewel	4.2	5.2	1.7	1.7	.5	1.3
Y101	5.5	5.1	3.7	6.0	3.8	3.4
93.9 BOB-FM	3.9	3.5	5.7	4.5	5.8	6.6
106.9 FM the Bear	4.6	4.3	4.3	4.8	6.7	7.3
Energie 104,1	4.8	4.4	5.4	5.6	7.2	6.3
Others	4.7	5.1	4.0	5.1	5.4	7.7