Radio ad spend up,
ratings sizzling hot

With the race for ratings hotter than ever, as demonstrated by the new BBM radio survey findings released yesterday, it's no wonder advertisers are boosting their budgets.
By Staff 
December 5, 2006

National radio sales for the first quarter of 2007 have broken a record for Canadian Broadcast Sales (CBS), the national sales firm representing about 60% of the country’s private stations. Sales levels for the quarter measured as the medium’s highest-ever total revenue, having risen by 8.2% over the same period last year. Ontario experienced a broadly-based 26.2% increase, while B.C. and Alberta maintained consistent single digit growth. Markets like Saskatchewan and Manitoba were disappointing, while Toronto’s 19.3% growth captured 42% of new revenue dollars.

The top five Q1 major growth categories on 322 stations represented by CBS in 128 markets were: Internet/Technology (298%); Insurance (98.3%); Restaurant/Fast Food (73.2%); Computers & Software (66%); and Movies/Media/Entertainment (33.4%). The top five national categories captured 55.2% of all spending. Retail spent $7.2 million (17.7%); Automotive/Auto Aftermarket $6.3 million (15.6%); Telecommunications $3.7 million (9.2%); Financial $2.6 million (6.4%); and Restaurant/Fast Food $2.5 million (6.3%). Restaurant/Fast Food is the only new top five category this quarter powered by its strong growth numbers.

The leading A25-54 demographic showed some weakness for the first time in a number of quarters losing over 4% of its share, with a 48.1% total. Women in that age bracket made up most of this ground, moving to second place with a 12% share. Adults 18-49 (9.6%), men 18-34 (5.2%) and adults 25-49 (3.5%) rounded out the top five demos.
As to how the individual markets and stations fared, here’s the BBM survey four (September 4 – October 29) ratings analysis by broadcast industry pundit David Bray.

Toronto: A great book for CHFI-FM, earning bragging rights at the top of the ratings heap with a 9.1% share (up from 8.6%) of hours tuned for Adults 12+. An excellent book for CBC Radio One with a 7.3% share (up from 5.8%) for A12+. CHUM-FM continues to lead the way for females 25-54 with a 15.0% share (down from 17.4%). CHFI-FM is solidly in the #2 position for that demo with an 13.4% share (up from 11.8%). A good showing for EZRock 97.3, delivering a 9.9% share (up from 8.8%) for females 25-54. Q107 remains a strong #1 with males 25-54, posting a 13.7% share (down from 14.6%). The Edge held their #1 position with M18-34 turning in a 15.2% share.

Vancouver: CKNW held onto their lead, remaining #1 for A12+ with a 10.5% share of hours tuned (down from 10.7% last time out). A very nice book for CBC Radio One, boasting a 9.0% share for A12+ (up from 7.1%). 103.5 QM-FM retained the #1 F25-54 position with a 14.8% share (down from 16.6%). A tight race in the M25-54 category with #1 going to JACK-FM at 12.2% (down from 15.5%) share followed by Rock101 at 11.4% (up from 10.2 %). The FOX stays on top of M18-34, delivering a 19.7% share of hours tuned (down from 21.9%).

Winnipeg: CJOB extended its lead with an impressive 18.4% share of hours tuned for A12+ (up from 16.2%). CBC gained the #2 spot with a 9.7% share (up from 6.6%). A nice book for Hot 103 which leapt into the lead for F25-54 with a 14.3% share of hours tuned (up from 13.5%) followed closely by. Q94-FM and its 13.1% share (up from 11.1%). A few strong competitors for M25-54: Power 97 with 15.4% share (up from 14.0%); 92CITI-FM with 12.4%; and CJOB at 12.3%.

Montreal: A tight race at the top as 105.7 Rythme FM leads the way with a 10.5% (down from 11.5%) share of hours tuned A12+, followed by Energie 94.3 at 10.9% (up from 9.8%) and Rock Détente 107.3 at 9.0% (up from 7.8%). The F25-54 race is also tightening up with 105.7 Rythme FM leading the way, delivering a 15.4% share (down from 16.9%) followed by Rock Détente 107.3 at 13.3%(up from 12.3%) and Mix 96 at 11.5%(up from 8.7%). A great book for Energie 94.3, taking top spot with M25-54, posting a 16.0 (up from 13.6%). For Montreal Anglo, CHOM-FM holds down the top spot for M25-54 with a 25.2% share of hrs. tuned (up from 24.8%) while F25-54 features Mix 96 boasting a great performance with a 34.6% share (up from 28.7%) followed by Q92 at 28.2% (up from 27.8%). For Montreal Franco, Energie 94.3 holds down the top spot for M25-54 with a 20.5% share of hrs. tuned (up from 27.2%) while F25-54 has 105.7 Rythme FM delivering a 19.8% share (down from 20.9%).

Calgary: A very close race. Country 105 remains on top of A12+ with a 12.7% share of hours tuned (up from 13.7%) closely followed by CJAY92 at 12.4%. CJAY also retained the #1 position for M25-54 with 19.5% share of hours tuned (down from 21.1%). Another tight race for F25-54 with Country 105 in at a 17.2% share and Lite 96 at 17.0% (up from 14.5%).

In Edmonton, CHED takes over top honours for A12+ with an 11.5% share (up from 10.6% last time out). For F25-54, EZ Rock 104.9 leads the way with a 15.1% share (up from 14.1%), followed closely by CISN-FM at 14.3% and 92.5 Joe-FM at 14.0%. For M25-54 with 97.3 K-Rock is #1 with a 15.6% (up from 12.5%) share followed by the Bear at 13.8% (up from 11.8%). The Bear continues to dominate M18-34 with a 27.9% share of hours tuned (up from 21.4% last time out).

Ottawa-Gatineau: CBC Radio One extends its lead with an 11.2% share of hours tuned for A12+ (up from 9.2 %). CHEZ 106 continues to leads the way with M25-54, delivering 12.8% share of hours tuned. For F25-54, Rock Détente 94.9 delivers big time with a 15.0% share (up from 9.5%) followed by Majic100’s 11.8% share (down from 13.4%). 106.9 The Bear posted some nice gains with M18-34, delivering a market topping 17.2% share (up from 13.6).

David Bray is Sr. Vice President of Hennessy & Bray Communications.

BBM Overview, Survey 4, 2006

See summary charts below:

Toronto
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S4 2006

Station A12+ Survey 4 ’06 A12+ Survey 3 ’06 W25-54 Survey 4 ’06 W25-54 Survey 3 ’06 M25-54 Survey 4 ’06 M25-54 Survey 3 ’06
CBC Radio Two 2.3 2.5 1.9 .6 1.1 1.4
CBC Radio One 7.3 5.8 6.1 5.2 6.3 4.5
AM 640 Toronto 1.6 1.3 .5 .7 3.1 2.1
Classical 96.3 FM 5.2 4.6 2.7 1.8 1.9 2.1
102.1 The Edge 4.8 4.6 3.9 2.9 7.3 6.6
News Talk 1010 CFRB 5.8 5.9 2.7 2.6 2.6 4.2
680 News 5.3 5.5 4.4 4.3 6.4 8.2
Flow 93.5 2.8 2.7 2.0 2.9 2.1 2.3
98.1 CHFI-FM 9.1 8.6 13.4 11.8 5.4 6.6
1050 CHUM 1.0 1.6 .8 1.6 1.0 1.0
104.5 CHUM-FM 8.2 8.7 15.0 17.4 8.0 6.8
AM 740 Prime Time Radio 4.0 4.1 .7 .9 .4 .5
Z103.5 4.4 4.6 3.9 3.6 4.6 4.4
Q107 6.8 7.9 4.7 8.1 13.7 14.6
Country 95.3 1.8 1.5 2.7 2.0 1.4 1.3
92.5 Jack-FM 2.6 2.5 3.7 3.4 4.5 4.5
The FAN 590 2.1 2.2 .2 .1 4.4 4.2
97.3 EZ Rock 6.0 5.8 9.9 8.8 4.8 5.0
Jazz FM 91 1.6 1.3 1.8 .7 1.3 1.0
Foxy 88.5 1.8 1.4 1.0 .4 .4 .2
Mix 99.9 3.8 4.0 5.9 6.8 4.1 3.6
Other 11.5 12.5 11.8 12.9 15.0 14.8

Vancouver
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S4 2006

Station A12+ Survey 4 ’06 A12+ Survey 3 ’06 W25-54 Survey 4 ’06 W25-54 Survey 3 ’06 M25-54 Survey 4 ’06 M25-54 Survey 3 ’06
CBC Radio One 9.0 7.1 8.4 4.2 5.4 4.7
CBC Radio Two 6.5 6.1 4.1 3.8 3.8 3.4
The Beat 94.5 6.7 6.2 6.2 5.9 4.6 4.1
Rock 101 6.2 6.3 6.1 4.7 11.4 10.2
99.3 The Fox 4.8 5.5 2.8 3.5 9.9 10.4
CFUN 1410 AM 1.8 1.9 2.3 2.5 1.2 1.1
AM 730 Traffic .2 .1 .2 .1 .3 .2
103.5 QM FM 9.4 9.3 14.8 16.6 8.5 8.0
Oldies 650 CISL 2.0 2.1 1.8 1.5 1.6 1.4
JR FM 6.8 6.2 8.6 7.6 5.0 2.7
Unforgettable 600 AM 3.2 3.5 1.1 .7 .7 .8
104.9 Clear-FM 3.6 3.0 4.6 4.2 2.5 2.9
96.9 Jack FM 7.7 9.5 11.0 13.8 12.2 15.5
CKNW 10.5 10.7 3.4 3.3 6.9 8.3
The Team 1040 3.2 1.5 .6 .1 6.3 3.1
News 1130 3.7 4.2 3.8 3.6 3.8 4.4
Z95.3 FM 4.8 5.3 7.8 7.7 5.1 5.1
Others 10.0 11.6 12.5 16.1 10.7 13.7

Montreal
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S4 2006

Station A12+ Survey 4 ’06 A12+ Survey 3 ’06 W25-54 Survey 4 ’06 W25-54 Survey 3 ’06 M25-54 Survey 4 ’06 M25-54 Survey 3 ’06
CBF FM 95,1 Montreal 7.5 8.6 6.6 6.5 6.0 6.8
Espace Musique 100.7 Montreal 1.2 2.2 .9 2.0 1.2 1.3
CBC Radio Two .9 1.0 .3 .5 .4 .5
CBC Radio One 1.2 1.2 .6 .8 .9 1.1
105.7 Rythme FM 10.5 11.5 15.4 16.9 8.2 7.6
Q92 6.8 6.3 10.5 9.8 5.3 5.9
98.5 FM 7.7 6.8 5.2 5.7 9.8 8.0
CHOM 97.7 FM 5.7 7.0 4.4 5.2 12.2 15.3
INFO 690 .9 1.1 .6 .6 1.0 1.2
940 Montreal .9 1.0 .5 .4 .7 1.0
CISM 89,3 FM La Marge .2 .3 .2 .2 .3 .6
Rock Détente 107,3 Montré 9.0 7.8 13.3 12.3 4.9 5.1
CJAD 800 4.8 4.2 2.2 1.7 2.0 1.9
Mix 96 7.5 6.8 11.5 8.7 7.7 7.0
Radio Classique Montréal 4.0 4.1 2.3 2.2 1.9 1.1
CKAC 730 4.1 4.2 1.1 1.5 3.1 3.8
105.1 Mike-FM .3 .2 .3 .3 .4 .1
The Team 990 .6 .5 .1 – 1.7 1.0
Couleur Jazz 1.8 2.0 1.5 1.7 1.5 1.9
Energie 94.3 9.8 8.4 10.9 9.8 16.0 13.6
96.9 CKOI 7.3 6.1 7.0 5.6 8.5 7.8
Others 7.4 8.4 4.6 7.7 6.5 7.4

Winnipeg
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S4 2006

Station A12+ Survey 4 ’06 A12+ Survey 3 ’06 W25-54 Survey 4 ’06 W25-54 Survey 3 ’06 M25-54 Survey 4 ’06 M25-54 Survey 3 ’06
CBC Radio One 9.7 6.6 6.9 5.6 6.3 3.9
CBC Radio Two 4.0 3.6 2.8 .7 2.3 1.7
Freq 107 1.9 2.3 .6 1.3 3.3 2.7
QX 104.1 FM 8.4 10.2 9.9 10.5 7.6 8.0
1290 CFRW 2.7 2.9 1.6 1.6 1.9 2.5
99.9 BOB FM 5.9 8.2 8.9 14.2 8.8 12.0
Q94 FM 5.9 5.5 13.1 11.1 5.4 5.9
92 CITI FM 6.2 7.5 5.3 5.5 12.4 13.7
Power 97 8.0 8.1 6.3 5.7 15.4 14.0
CJOB 68 18.4 16.2 8.1 6.4 12.3 13.8
99.1 Cool FM 2.4 2.0 2.4 2.1 2.9 1.6
Cafe 100.7FM .6 1.0 1.2 1.3 .7 .7
Hot 103 9.5 8.3 14.3 13.5 6.1 6.5
102.3 Clear FM 6.9 5.4 11.6 7.2 5.7 3.2
Other 9.6 12.2 6.9 13.2 9.1 9.7

Calgary
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S4 2006

Station A12+ Survey 4 ’06 A12+ Survey 3 ’06 W25-54 Survey 4 ’06 W25-54 Survey 3 ’06 M25-54 Survey 4 ’06 M25-54 Survey 3 ’06
CBC Radio One 7.4 5.6 6.7 4.7 5.4 2.7
CBC Radio Two 3.4 2.8 2.6 2.0 1.9 1.3
The Fan 960 2.4 2.0 .4 1.8 5.1 3.3
66 CFR 1.5 1.5 .9 1.1 1.8 1.8
Q107 5.9 6.8 5.3 5.8 9.4 10.2
Lite 96 CHFM 10.5 9.4 17.0 14.5 6.3 5.8
QR 77 9.8 7.3 3.8 3.2 6.2 6.1
Vibe 985 8.9 11.0 8.9 9.7 6.7 9.6
California 103.1 FM 2.5 2.6 4.2 3.2 2.0 1.8
CJ 92 12,4 12.3 8.7 7.1 19.5 21.1
96.9 Jack FM 9.7 9.3 14.5 14.5 12.6 12.1
Classic Country AM1060 2.9 3.0 .7 1.3 .9 .9
Country 105 12.7 13.7 17.2 15.7 11.6 8.9
Others 10.1 12.6 9.2 15.3 10.6 14.4

Edmonton
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S4 2006

Station A12+ Survey 4 ’06 A12+ Survey 3 ’06 W25-54 Survey 4 ’06 W25-54 Survey 3 ’06 M25-54 Survey 4 ’06 M25-54 Survey 3 ’06
CBC Radio One 6.0 4.3 4.4 2.4 3.9 1.8
CBC Radio Two 2.6 2.4 1.1 .9 1.3 .5
The Bear 8.2 6.5 6.2 4.0 13.8 11.8
790 CFCW 4.5 7.5 1.0 2.5 1.0 1.3
CAM-FM .1 .1 .1 .1 – .3
EZ Rock 104.9 7.6 7.5 15.1 14.1 2.9 2.8
Team 1260 1.3 1.6 – .6 2.9 4.0
The Bounce 6.8 5.8 6.8 7.0 3.8 3.5
Sonic FM 5.7 6.2 5.1 4.9 6.3 6.5
630 CHED 11.5 10.6 6.1 4.9 9.5 9.8
Magic 99 4.1 3.3 5.6 3.4 3.3 3.4
Cool 880 3.5 4.0 2.7 7.1 4.1 3.2
97.3 K-Rock 7.3 5.6 5.2 2.7 15.6 12.5
CISN Country 103.9 & 104 9.8 13.3 14.3 15.8 9.3 12.8
92.5 Joe-FM 7.9 8.3 14.0 15.2 9.2 12.2
Big Earl @96.3 3.7 3.3 3.1 4.7 5.3 3.4
Others 9.3 6.3 9.4 7.2 8.0 8.2

Ottawa-Gatineau
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S4 2006

Station A12+ Survey 4 ’06 A12+ Survey 3 ’06 W25-54 Survey 4 ’06 W25-54 Survey 3 ’06 M25-54 Survey 4 ’06 M25-54 Survey 3 ’06
CBC Radio One 11.2 9.2 9.2 7.4 9.3 8.1
CBOF-FM 90,7 Ottawa-Gatineau 3.4 4.0 3.2 4.1 4.0 4.0
CBC Radio Two 4.4 3.4 2.2 1.5 1.2 1.1
Espace Musique 102,5 1.3 1.7 .9 1.5 1.2 1.7
Sports Radio 1200, the Team 1.8 1.7 .3 .8 3.8 3.6
580 CFRA 8.6 7.4 2.7 4.1 7.8 6.5
Tag Radio .2 .3 .1 .2 .2 .3
CHEZ 106 6.9 6.7 5.8 6.0 12.8 12.9
Couleur FM97.1 2.4 2.0 2.1 1.6 1.6 .8
Hot 89.9 7.3 7.5 7.7 9.0 4.3 6.0
Live 88.5 2.2 1.7 1.5 1.3 3.0 2.2
Rock Détente 94,9 Gatineau 8.6 7.8 15.0 9.5 6.7 5.5
KISS-FM 2.0 3.7 3.0 5.6 2.0 3.7
Oldies 1310 1.8 2.0 1.5 1.4 1.3 1.1
Majic 100 6.8 8.2 11.8 13.4 3.0 6.3
CJRC 11-50 2.9 3.3 1.0 1.9 3.2 1.7
The Jewel 4.0 4.1 2.9 2.1 1.6 1.4
Y101 4.0 4.2 4.7 4.1 2.6 3.3
93.9 BOB-FM 4.1 3.7 7.3 5.9 5.5 5.7
106.9 FM the Bear 5.0 5.9 4.7 5.1 7.8 8.2
Energie 104,1 5.5 5.6 6.5 6.6 8.5 8.4
Others 5.8 5.8 5.9 6.7 7.6 7.4

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