Bilingualism is dead – at least as far as some radio people are concerned. Radio buyers, sellers and programmers in five key markets now speak only one language – PPM.
As of fall ’09, they were still bilingual, having ‘Diary’ to fall back on. But the safety net has been pulled. Today’s PPM radio release from BBM completes the thirteen week period covering Nov. 30, 2009 to Feb. 28, 2010. This marks the second 13-week period in the new era of measurement for Toronto, Vancouver, Calgary and Edmonton. Diary measurement is now a thing of the past in these markets. Let’s take a look at the numbers.
Toronto: Bragging rights at the top of the ratings heap go to CHFI-FM with a 13.9% share of hours tuned for A12+ (as compared to 13.0% last time out) followed by CHUM-FM with a 9.8% (down from 11.4%). Office favourite CHFI-FM now leads the way for females 25-54 with an 18.3% share (up from 15.1%) followed by another office station, CHUM-FM, with 16.7% share (down from 19.5%). Q107 is on top for males 25-54, posting a 13.9% share (compared with 14.1% in the last 13 week book). The Edge held its #1 slot, with M18-34 turning in a 14.4% share.
Vancouver: CKNW holds #1 for A12+ with a 14.0% share of hours tuned (as compared to 13.4% in the fall). PPM seems to like CKNW, in part due to the fact that it is played in a wide variety of environments. Office station 103.5QM-FM, continuing to benefit from the new methodology, is in the top spot for F25-54 with a 15.6% share (compared to 16.0%). In a tight race for M25-54 listeners CKNW (with 10.5%) inched out Rock 101 (with 10.3%). For M18-34, CKNW tops the list followed with 15.8% share of hours tuned followed by the FOX with 12.3%. When it comes to females 18-34, Virgin stays on top with a 16.6% share (compared to 16.7 in the fall) followed by The Beat at 11.3%.
See summary charts below:
