Radio One takes most of the minor markets: Numeris PPM

Plus, detailed data on which stations stand tallest in mid-sized cities such as Ottawa-Gatineau, Halifax and more.
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The latest release of Numeris PPM ratings for radio marks the second instalment in the new world of diary measurement. As I’ve mentioned in my previous articles, this new measurement which includes minor markets is not quite “continuous” measurement, but comes quite close.

In theory, all but the smallest markets (basic) will now be measured for a period covering 48 weeks of the year. During those 48 weeks, markets will be surveyed every other week. Four weeks at the end of December and the beginning of January are not measured. I suppose the term “continuous” is used in order to keep pace with their larger market (PPM) brethren.

Each surveyed household will be limited to one week per year, assuring broader coverage. This as compared to PPM methodology which surveys the same people week-to-week.

It should be noted that for this book, the majority of the diaries were processed prior to the start of the pandemic.

As such, no data from the COVID-19 period is included in the Spring 2020 Radio Diary release. The 20-week period measures the last 12 weeks of 2019 and eight weeks of winter 2020.

The Spring 2020 release will consist of mostly new sample as designed for continuous measurement. Some markets may not need to borrow from the previous release. Numeris won’t be listing which markets will do the borrowing.

Any sample borrowed from the previous release are chosen at random and cannot be broken out or looked at in isolation as all weeks are processed together.

For now, let’s take a look at five market results from this book.

Ottawa-Gatineau

CBC Radio One gets the bragging rights for this market, which is way out in front delivering a 15.8% share for A12+ (up from 14.9%). Hot 89.9 grabs the top spot with women 25 to 54, delivering a 12.9% share (up from 12.7%). CBC Radio One also holds the #1 spot for men 25 to 54, posting a 10.7% share (down from 11.4%). Hot 89.9 leads the way for men 18 to 34, with a 10.2%. For women in this age group, Hot 89.9 leads, posting an impressive 21.9% share.

Winnipeg

CBC Radio One also grabs the top spot for A12+ here, with a 13.9 % share of hours tuned (down from 14.3%).  It’s a dead heat for the top spot for women 25 to 54, with 103.1 Virgin (11.4% share, down from 12.4%) tied with KISS 102.3 at (its 11.4% share was up from 6.4%). With men 25 to 54, 92 CITI holds the lead with 11.9%  (down from 13.5%).  It also heads the list for men 18 to 34 with a 13.8% (down from 16.2%). For women 18 to 34, the favourite is QX104 at 20.3%. (up from 16.2%)

Halifax

Another market favours CBC Radio One, which posted an 18.5% share of hours tuned (down from 19.2%). C100 Radio takes top spot for women 25 to 54, delivering an 18.2% share (down from 16.6%). Q104 tops the list for men 24 to 54 with a 26.5% share (up from 23.6%). For men 18 to 34, Q104 leads the way with 25.2% (up from 21.5%). And, for women 18 to 34, C100FM takes top spot posting a 21.2% share.

Hamilton

This market is slightly unique because Hamilton boasts a mix of originating (broadcast from Hamilton) stations and Toronto stations. These results will focus on originating stations – for which 102.9 K-Lite leads with way with adults 12+ at an 8.8% share (flat from the last book). K-Lite also posts a 12.1% share with women 25 to 54, winning that demo (although down from 13.5%). For men 25 to 54, Y108 rules with a 10% share (up from 8.2%). It also takes the top spot for men 18 to 34, delivering a 16.4% share (down from 16.8%). KX 94.7 was out in front with women 18 to 34, posting a 19.7% share (up from 15.9%).

Victoria

CBC Radio One is again the top station for A12+ with a 20.4% share (up from 20.0%). The Q is takes the number-one spot for women 25 to 54, delivering a 17.1 % share (up from 13.0%). It also wins with men 25 to 54 with a 19.8% share, followed by the Zone, with 19.1%. Men 18 to 34, the Zone leads with a whopping 34%.  Ocean 98.5 is leads with women 18 to 34, posting a 23.1%.

See summary charts below: A brief overview of share figures from the latest Fall Diary Numeris release courtesy of David Bray…

Ottawa-Gatineau

% Share of Hours Tuned
(Mon.-Sun, 5a-1a)

Station

A12+

Diary

Spring 2020

A12+

Diary

Fall 2019

W25-54

Diary

Spring 2020

W25-54

Diary

Fall 2019

M25-54

Diary

Spring 2020

M25-54

Diary

Fall 2019

CBC Radio One

15.8

14.9

10.0

9.2

10.7

11.4

Radio Canada Premiere

5.3

5.2

3.2

4.0

3.5

4.0

CBC Radio Two

3.6

3.7

3.2

2.8

1.8

2.3

Ici Musique

1.8

2.0

1.4

1.3

1.7

2.1

TSN 1200

2.3

2.2

.8

.5

4.8

4.0

580 CFRA

6.2

6.7

2.1

2.1

4.4

4.6

Pop 96.5

.5

.7

.6

.9

.8

.7

106.1 CHEZ

4.5

6.1

2.5

3.6

6.8

9.0

WOW 97.1

3.0

3.0

2.8

3.1

2.6

2.0

Rebel 101.7

1.5

1.8

1.2

1.0

4.3

5.8

Hot 89.9

6.5

6.7

12.9

12.7

7.2

7.3

Live 88.5

3.1

3.2

5.8

5.8

5.3

5.9

94.9 Rouge

5.5

5.6

8.3

8.7

3.8

3.4

KISS 105.3

2.7

2.4

5.3

4.6

3.3

2.4

1310 News

1.6

.9

1.4

.7

.8

.8

Majic 100

6.0

5.2

9.7

8.1

2.9

3.2

Boom 99.7

3.2

3.4

3.7

3.7

3.0

3.4

Jewel 98.5

2.8

3.2

1.1

1.4

.9

.7

Country 101.1

2.7

2.8

1.9

1.3

2.9

3.0

Pure Country 94

2.9

3.3

3.6

5.6

3.7

3.3

104.7 FM

2.5

2.4

1.6

1.6

3.3

3.2

Jump 106.9

2.6

2.4

4.7

4.6

2.7

2.6

Energie 104.1

3.7

3.2

4.8

4.4

7.3

6.2

95.7 Elemnt-FM

.1

.1

.2

.2

.3

.2

Winnipeg

% Share of Hours Tuned
(Mon.-Sun, 5a-1a)

Station

A12+

Diary

Spring 2020

A12+

Diary

Fall 2019

W25-54

Diary

Spring 2020

W25-54

Diary

Fall 2019

M25-54

Diary

Spring 2020

M25-54

Diary

Fall 2019

CBC Radio One

13.9

14.3

8.2

9.8

10.1

8.6

CBC Radio Two

4.0

4.0

2.8

3.8

3.7

4.0

Hot 100.5

2.0

2.2

2.2

3.3

4.3

4.0

Peggy @99.1

3.5

3.4

6.6

7.2

2.0

1.8

Country QX104

8.4

8.0

11.3

9.4

4.4

6.1

TSN 1290

3.8

4.2

.4

.9

8.4

7.1

99.9 Bob-FM

7.7

6.9

10.1

6.2

8.4

8.7

94.3 The Drive

5.3

6.1

4.5

4.9

4.8

7.1

Energy 106 FM

3.5

3.1

6.0

5.5

2.9

3.0

92 CITI

5.2

5.9

3.1

3.4

11.9

13.5

Power 97

4.3

4.6

4.1

6.3

10.0

8.3

680 CJOB

10.7

10.6

3.8

4.8

8.0

6.4

103.1 Virgin

5.2

5.9

11.4

12.4

5.4

6.5

Kiss 102.3

5.3

4.0

11.4

6.4

3.4

2.1

Halifax

% Share of Hours Tuned
(Mon.-Sun, 5a-1a)

Station

A12+

Diary

Spring 2020

A12+

Diary

Fall 2019

W25-54

Diary

Spring 2020

W25-54

Diary

Fall 2019

M25-54

Diary

Spring 2020

M25-54

Diary

Fall 2019

CBC Radio Two

3.5

4.1

3.3

3.8

3.7

3.5

CBC Radio One

18.5

19.2

14.1

14.7

9.6

10.1

Jack 92.9

6.8

6.9

10.9

9.5

9.5

10.8

Q104

12.4

11.5

6.3

6.9

26.5

23.6

FX 101.9

7.3

6.6

6.5

6.8

5.2

4.3

89.9 The Wave

6.0

5.7

5.3

4.2

6.5

6.5

C100-FM

8.5

7.7

18.2

16.6

6.0

4.6

Virgin Radio

7.1

8.0

12.5

13.6

10.8

13.5

News 95.7

5.9

5.9

3.4

3.5

8.1

7.6

Jewel 105

.7

.8

.4

.4

.2

.9

Hot Country 103.5

2.7

2.7

4.2

4.5

.9

1.3

96.5 The Breeze

6.5

6.2

8.2

8.1

3.9

3.8

Hamilton

% Share of Hours Tuned
(Mon.-Sun, 5a-1a)

Station

A12+

Diary

Spring 2020

A12+

Diary

Fall 2019

W25-54

Diary

Spring 2020

W25-54

Diary

Fall 2019

M25-54

Diary

Spring 2020

M25-54

Diary

Fall 2019

Funny 820

.6

.4

1.0

.3

.5

.6

KX 94.7

7.4

7.6

9.9

9.0

4.2

5.4

CHML

5.8

5.3

2.6

1.7

3.3

2.7

97.7 HTZ

2.4

2.3

2.7

1.7

5.3

5.5

95.3 Energy Radio

2.6

3.0

4.7

5.4

5.2

4.7

Y108

4.5

4.6

2.8

2.4

10.0

8.2

102.9 K-Lite

8.8

8.8

12.1

13.5

3.7

3.3

TSN 1150

.4

.3

0

0

1.0

.5

92.9 The Grand

1.6

1.9

1.1

.9

.9

.4

Victoria

% Share of Hours Tuned
(Mon.-Sun, 5a-1a)

Station

A12+

Diary

Spring 2020

A12+

Diary

Fall 2019

W25-54

Diary

Spring 2020

W25-54

Diary

Fall 2019

M25-54

Diary

Spring 2020

M25-54

Diary

Fall 2019

CBC Radio One

20.4

20.0

14.5

16.1

13.1

13.1

CFAX 1070

12.0

11.7

7.4

5.8

5.2

5.4

Virgin Radio

5.1

5.5

8.1

10.6

9.5

7.8

Jack

2.1

2.2

2.7

1.3

3.0

4.1

Ocean 98.5

7.1

7.9

13.2

15.1

4.9

4.8

The Zone at 91.3

8.5

7.3

13.5

13.8

19.1

16.5

The Q

15.8

15.0

17.1

13.0

19.8

19.2

David Bray is president at Bray & Partners