BBM overview: new PPM ratings

David Bray of Hennessy and Bray Communications breaks down the latest BBM PPM radio listenership data for Toronto and Vancouver.

Radio buyers, sellers and programmers now speak only one language for the five major markets: PPM. The rest of the country continues to rely on diaries that cover a different rating period. Moreover, diary results are released at a different time from their PPM brethren. Today’s PPM radio release from BBM completes the 13-week period covering March 1 to May 30. This marks the third 13-week period in the new era of measurement for Toronto, Vancouver, Calgary and Edmonton. Let’s take a look at the numbers.

Toronto: Bragging rights at the top of the ratings heap go to CHFI-FM with a 13.7% share of hours tuned for A12+ (down slightly from 13.9% last time out), followed by up-and-comer BOOM FM with a 9.5% share (up from 9.3%). Office favourite CHFI-FM leads the way for females 25 to 54 with a 16.6% share (down from 18.3%) followed by another office station CHUM-FM with 16.2% share (down from 16.7%). Q107 is on top for males 25 to 54, posting a 14.8% share (up from 13.9% in the last 13-week book). The Edge 102.1 held its #1 slot with males 18 to 34 turning in a 15.7% share (up from 14.4%).

Vancouver: CKNW holds the #1 spot for A12+ with a 14.6% share of hours tuned (up from 14.0% last time out). PPM seems to like CKNW, in part due to the fact that it is played in a wide variety of environments. Office station 103.5 QM-FM, although slipping slightly, continues to benefit from the new methodology, maintaining the top spot for females 25 to 54 with a 14.7% share (down from 15.6%). In a tight race for males 25 to 54, CKNW (with 9.9%) inched out Rock 101 (with 9.6%). In a bizarre artifact of the PPM era, QM-FM tops the list for males 18 to 34 followed with 12.7% share of hours tuned. When it comes to females 18 to 34, the Beat takes top spot with an 11.8% share followed by Virgin at 11.6%

David Bray is a Partner at Hennessy & Bray Communications.

A brief overview of share figures from the latest PPM 2010 BBM release, compiled by David Bray.

Toronto: % Share of Hours Tuned (Mon. to Sun, 5 a.m.-1 a.m.)

Vancouver: % Share of Hours Tuned (Mon. to Sun, 5 a.m.-1 a.m.)