Analysis: Survey 4 2008 BBM Overview – CBC dials it up

Some hot new BBM numbers to help stave off an economic winter wasteland.

BBM just dropped the big one, the all-important Survey 4. It’s especially relevant as we prepare to enter the winter wasteland, made worse by an economic recession. This also marks the final regular diary for Montreal (released to be analysed along with the recently unveiled PPM results).

Here’s the latest numbers for the September 1st to October 26th survey.

Toronto: Bragging rights at the top of the ratings heap go CBC Radio One with a 9.4% share of hours tuned for A12+ (up from 7.6%). CHUM-FM continues to lead the way for females 25-54 with a 15% share (down from 17.3%), followed by CHFI-FM with a 10.6% share (down from 14.2%). A very nice book for Q107, which continues to lead the way for males 25-54, posting a 14.2% share (up from 10.6%). The Edge increased their lead with M18-34 turning in a 17.4% share (up from 12.5%), while CHUM-FM grabbed top spot for females 18-34, delivering a 14.6% (down from 15%).

Vancouver: A great book for CKNW, which remains #1 for A12+ with a 12.4% share of hours tuned (up from 10.8%). The Beat 94.5 took a hit with a 7% share for A12+ (down from 9.8%). CBC One and Two both bounced back nicely with 9.9% and 5.3% shares respectively. 103.5 QM-FM takes top spot for F25-54 with a 12.9% share (up from 9.9). ROCK101 posted some nice gains, claiming top spot with M25-54, delivering a 12.6% (up from 10.3%).

Montreal: 105.7 Rythme FM took top spot with an 11.5% (up from 10.8%) share of hours tuned A12+. In the F25-54 race, 105.7 Rythme FM tops the list at 16.7% share (up from 15.9%), followed by Rock Détente 107.3 at 12.8% (down from 13.2%). Energie 94.3 takes top spot for M25-54 at 11.3% (down from 12.8%), followed closely by CHOM-FM posting an 11% share (down from 12.9%). For Montreal Anglo, CHOM-FM holds down the #1 position for M25-54 with a 23.9% share of hours tuned (down from 22.2%), while F25-54 features MIX 96 at 30.3% (down from 31.1%). For Montreal Franco, Energie 94.3 holds down the lead for M25-54 with a 14.3% share (down from 16.2%), while F25-54 has 105.7 Rythme FM delivering a 21.2% share (up from 19.9%).

Calgary: CBC Radio One leaps to the top of the heap for A12+ with a 10.8% share of hours tuned (up from 6.6%). CJAY 92 claims the #1 position for M25-54 with 11.6% share (up from 11.4%). F25-54 goes to Lite 96 with an 11% share (down from 12.0%), while X92.9 leads the way for M18-34 with a 19.2% share (up from 17.3%) followed by CJAY 92 at 14.6% (up from 10.7%).

Edmonton: Holding down top honours for A12+ is 630 CHED with an 11.4% share (up from 9.7% last time out). For F25-54, CISN continues an upward trend with a 15.2% (up from 13.4%). For M25-54, The Bear remains #1 with a 19.1% (up from 18.1%), and M18-34 once again belongs to the Bear with a formidable 27% share (down from 33.6%).

Winnipeg: CJOB kept its grip on its leadership position with a 17% share of hours tuned for A12+ (up from 14.5%). Nice gains for CBC Radio One delivering an 11.7% (up from 6.5). Despite slipping back a bit, HOT 103 continues to lead the way with F25-54 posting a 13.7% share (down from 20.7%). As to M25-54, the #1 position goes to 92 CITI FM posting an excellent 15.9% (up from 14.3%) share. Power 97 continues to head up M18-34 with a 24.8% share (down from 38.9%).

A brief overview of share figures from the Survey Four 2008 BBM, courtesy of David Bray, is available

David Bray is SVP of Hennessy & Bray Communications. He can be reached at