Analysis: Survey 2 2009 BBM Overview

The new BBM ratings, with diary analysis courtesy of Hennessy & Bray SVP David Bray, show CBC topping A12+ in Toronto, Vancouver and Ottawa-Gatineau.

We are inching closer to a new era of audience measurement and a completely new mindset in regards to ratings. This fall PPM will officially arrive in Calgary, Edmonton, Vancouver and Toronto, providing continuous measurement in those markets and replacing diary numbers as the trading currency for programmers and advertisers. For now, let’s take a look what the latest diary figures tell us.

Toronto: This time out, bragging rights at the top of the ratings heap go to CBC Radio with a 10% share of hours tuned for A12+ (up from 8.9%) followed by CHFI-FM with a 9.2% (down from 10%).

CHUM-FM is experiencing what has become a downward trend, posting a respectable 8.1% against A12+ (down from 8.8%). CHUM-FM continues to lead the way for females 25-54 with a 15.1% share (down from 16%) followed by CHFI-FM with 13% share (up from 11.7%). Q107 is once again on top for males 25-54, posting a 13.4% share (up from 12.6%). The Edge increased their lead with M18-34 turning in an 18.3% share (up from 14.8%). CHUM-FM grabbed top spot for females 18-34, delivering a 17.7% (up from 14.7%) followed by Z103.5 with a 13.8% share (down from 14).

For its part, Astral Media Radio Toronto Stations have here.

David Bray is SVP of Hennessy & Bray Communications.