By David Bray

The overall climate in the world of radio measurement continues to evolve. At the risk of trying your patience as well as your eyesight, let me attempt to explain.

As you may recall, 56 diary markets were discontinued by Numeris, leaving us with our current 22, reporting central area only.

RadioCount, using a different methodology and an eight week window, recently released its Fall book surveying another 22 markets. The Numeris Fall 2020 book was cancelled outright due to a number of factors, but returned with its Spring book, which used data collected from August 31, 2020 to May 2, 2021 (continuous measurement). Once again using continuous measurement, the Numeris Fall 2021 book covers November 2020 to November 2021. Of course, COVID impacted all stations during the entire period.

Numeris has also transitioned to the exclusive use of online diaries. RadioCount uses individual recruitment, while Numeris uses household recruitment. The latter may or may not impact sample size for certain demos.

I remain confused by this small tidal wave of change, but for now let’s take a look at five market results from this book.

Ottawa-Gatineau

Bragging rights at the top of the ratings heap go to CBC Radio One which is waaay out in front (again), despite its 16.3% share for A12+ being down slightly from 16.8%. CBC Radio One also grabs the number one spot with women 25 to 54 (12.7% share, up from 11.1%), men 25 to 54 (9.6% share, up from 9.3%).

Top 40 station Hot 89.9 leads the way for men 18 to 34 with an 8.7% share. For women 18 to 34, adult contemporary station Move 100 leads with a 13.5% share.

Winnipeg

CBC Radio One grabs the number one spot for A12+ with a 15.7 % share of hours tuned (down from 16.7%), as well as with men 25 to 54 with an 11.1% (up from 9.7%).

The top spot for women 25 to 54 goes to country station QX104 with an 11.9% share (down from 12.8%), as well as for women 18 to 34 (12.1%, down from 15.2%). QX104 also heads the list for men 18-34 with a 13.6%, followed closely by rock station Power 97 at 12.9%.

Halifax

CBC Radio One takes number one with A12+, posting an impressive 21.5% share of hours tuned (flat with the last book).

Virgin takes top spot for women 25 to 54, delivering a 16.8% share (up from 13.6%), as well as with women 18 to 34 with an 18% share. As usual, rock station Q104 tops the list for men 25-54 with a 15.6% share (down from 22.6%) and men 18 to 34 with 24.7% (down from 28.2%).

Hamilton

For originating stations, KX94.7 leads the way for A12+ with a 6.7% share (down slightly from 7%). The country station also  has a strong lead for women 18 to 34, posting a 10.9 % share.

Music variety station Bounce 102.9 is popular with women 25 to 54, delivering a 9.1% share (down from 10.9% last spring). Rock station Y108 remains on top with men 25 to 54 with a 10.1% share (up from 8%) and men 18 to 34 with a 13% share (up from 10.1%).

Victoria

CBC Radio One is number one for A12+ with a 22.3% share (up from 21.7%). It also leads with men 18 to 34 with a 26% share.

Adult contemporary station Ocean 98.5 is tops with women 25 to 54 delivering a 17.6 % share (down from 18.3%). For men 25 to 54, The Q is on top at 17.2% share, followed by fellow rock station the Zone with 14%. Virgin is number one with women 18 to 34, posting a 24.1% (up from 17.5%).

David Bray is president of Bray & Partners Communications.